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  • ファンがゲームチェンジャーになる

    2022年グローバル スポーツ マーケティングレポート 変化自体は、それほど珍しいものではありません。しかし、新型コロナウイルスの影響で世界が過去2年間に経験したように、変化が非常に大きく、急速であったことは、これまでにほとんどないでしょう。スポーツ業界にとって、2021年半ばにスポーツ観戦へファンが戻ってきたことは、歓迎されました。一方、私たちの生活はパンデミックの間にあまりに進化しすぎてしまい、スポーツ業界がコロナ禍以前の姿に戻ることは容易ではなくなっていました。 ファンダムというこれまで試行錯誤を経たモデルも危機に晒されています。結果として、ファンはファン同士、そして、お気に入りの選手やチームとの結びつきを強めるためのデジタルコミュニティを構築しました。ファンダムは大勢の観客が物理的に一緒にいる形から、離れた場所にいながらにして、より積極的に行動する形に変化をしています。チケットの売上が落ち込む中、ファンはコミュニティを構築するための新しい方法として、チャット、共有、ベッティング、共同観戦などを見つけたのです。 本レポートでは、過去2年間における世界の消費者の動きと、それがスポーツのスポンサーシップモデルやコンテンツ配信に与えた影響について検証しています。 「ファンがゲームチェンジャーになる」の内容 消費者とファンの行動変容 スポンサーシップモデルへの影響 スポーツメディアとコンテンツ配信への影響 ブランドとスポーツライツホルダーのためのヒント

  • Fans are changing the game

    2022 global sports marketing report Change is certainly nothing new, but its impact is seldom as sizable—or accelerated—as what the world has experienced over the past two years. For the sports industry, the return of fans at live events midway through 2021 was cheered by all, yet life has evolved too much during the pandemic…

  • Consumer behavior shifts and new experiences are broadening fan engagement

    Few industries have been immune to the effects of the global pandemic, but the impact has been particularly notable for global sports. While the return of fans at live events midway through 2021 was cheered by all, behaviors have evolved too much for the sports industry to simply snap back to a mirror image of…

  • Remasters, Remakes and Reboots Stay Hot Among Video Gamers

    The global video game industry has matured incredibly since its early years, but that has not eroded gamer interest in titles that have been around since the early days of modern consoles. Much like we see in Hollywood, the library of remasters, remakes and reboots is continually growing, engaging both gamers seeking nostalgia as well…

  • Brands Aren’t Sitting On the Sidelines: The Social Solidarity of Sports Sponsorships

    Earlier this month, Major League Baseball (MLB) announced it would move its 2021 All-Star Game out of Atlanta in protest of Georgia’s new restrictive voting laws. And MLB wasn’t the only organization to react to the new legislation. Atlanta-based brands Coca-Cola and Delta—both heavy sports sponsors—also came out in opposition.  The positions these brands are…

  • The Changing Value of Sponsorship: 2021 Sports Marketing Trends

    A disrupted world is changing the value of sponsorship. Uncertainty caused by the COVID-19 pandemic has accelerated shifts in the way rights holders sell sponsorships and brands make sponsorship investments and activate their partnerships. New sponsorship entrants, new channels and new fan necessities will impact the key sponsorship value drivers in 2021 and beyond.  This…

  • Global Sports Sponsorships are Shifting East and Growing into New Categories

    The disruption and uncertainty that the global COVID-19 pandemic has created has been particularly harrowing for global sports, which is consequently changing the value of sponsorship. Yet as the health crisis remains a notable factor for most businesses and industries around the world, China’s economy was recovering broadly at the end of 2020, and that…

  • The Future of Video Gaming Is Bright—Even as Real Experiences Return

    Globally, the video game industry was likely one of the best equipped to handle the turbulence of 2020. Not only did engagement skyrocket as consumers stayed at home, but the industry pivoted to ensure it was doing everything it could to keep consumers engaged. Branded crossover events, virtual concerts and celebrity influencer participations all fueled…

  • Fortnite is the New IRL: Why Brands Must Plan for a Rise in Virtual Gatherings

    In April, during the initial peak of coronavirus infections in the U.S., concertgoers flocked to an event headlined by one of the biggest artists around. They heard hit songs, danced and even bought merch. Thankfully, they weren’t throwing caution to the wind; it was a virtual concert in Fortnite, featuring rapper Travis Scott, and more…