体育运动的广泛性和号召力为品牌赞助商带来了巨大的收益，包括曝光率和消费者对品牌参与的评价。综合来看，体育活动不仅能提高品牌知名度，还能带来更高的转化率。
较高的转换率反映了
- 2020 年全球广告回落后品牌赞助增加
- 粉丝对赞助商的高度信任
Brand advertising increased throughout 2021, with an increased focus on traditional, mass reach mediums like TV and radio. Along those lines, Nielsen Sports tracked a 107% increase in sponsorship spending globally in the early part of 2021, with activations increasing as global sports continued to rebound throughout the year.
From a fan perspective, the increased investment is likely money well spent, as consumers view brand sponsorships in sporting events as very trustworthy. According to our recent Trust in Advertising Study, only recommendations from people and branded websites rank higher in consumer trust.
将高度信任与可见的赞助信息和购买行为之间的强相关性结合起来，品牌将获得巨大收益。尼尔森最近对 2020 年至 2021 年间 20 个行业的 7 个市场中的 100 个赞助项目进行了分析，发现这些赞助项目平均提高了曝光粉丝群 10%的购买意向。
The transition from building awareness to conversion speaks to the growing importance of sponsorships throughout the full marketing funnel, and this trend will continue. Nielsen’s experience base shows that on average, a 1-point gain in brand metrics such as awareness and consideration drives a 1% increase in sales. Upper-funnel efforts also generate an array of ancillary benefits that can drive the efficiency of sales activations.
在体育产业，赞助活动已经从简单的提高品牌知名度过渡到真正将消费者转化为客户。在大流行期间，尼尔森对 13 个行业进行了测量，结果显示，在接触到赞助活动的粉丝中，购买意向的增长超过了对品牌的熟悉程度。随着许多行业的品牌回归更为平衡的营销努力，尼尔森预计这一趋势的步伐将放缓，但赞助商和版权持有者已从结构上提高了他们从粉丝中产生行动号召的能力。
纵观全局，在过去两年中，加密货币行业比其他任何行业都更多地扩大了其赞助影响力，这也反映了其在电视和社交媒体等其他媒体领域的曝光率的增加。
Crypto, despite its recent proliferation into consumers’ lives, has some ground to gain before becoming ubiquitous with consumers and their finances. To extend their efforts beyond brand awareness through stadium naming rights and logo patches, the time will come to transition consumers from awareness to intent. Again, the sports industry is ideally positioned for this, as awareness and intent are typically higher among sports fans than the general population.
加密货币品牌与其他品牌一样，需要巩固其独特的价值主张，并在教育和建立信任的支持下，将与粉丝的关系从单向对话发展为双向对话。
For additional insight, download our 2022 Global Sports Marketing report.
