After 50 years of female athletes pushing for more opportunity, the Olympic games are the biggest platform for gender equality in global sports, and the audiences are just as even.
The Olympics features men and women competing in the same events for medals of equal importance. And broadcasters and sponsors don’t differentiate.
In addition to being extremely engaged with sports content, sports fans are passionate about social causes, with animal welfare and equal opportunity slotting in as the causes they care about the most.
Digital platforms have become the go-to opportunity for brands as they activate their sports partnerships, with social media a necessary activation component.
The aim of the game for 2019 for marketers is to keep moving. To keep pace with consumers, marketers must continually test new marketing channels and tactics to supplement and evolve their acquisition strategies. But they also need to prove the impact of these investments on sales, revenue and...
While marketing mix modeling can answer key channel allocation questions, this approach only works at an aggregate level. To tactically understand how an individual spot or ad performs, marketers need multi-touch attribution.
Savvy marketers realize the benefits of omnichannel marketing. They use sophisticated tactics to engage their best customers and prospects wherever they are—online, on their phones, watching video or TV, or out of home.
Esports fans are often described as simply “male Millennials”—and the description often fits: Globally, men far outnumber women both as esports competitors and fans. That doesn’t mean women aren’t in the game, however. Females are engaging with esports, and at increasing rates.
At the recently concluded 2018 Winter Olympics, 43% of medals up for grabs were in events open only to women, while men solely competed in 48%. This represented the narrowest gender gap in Olympic history.
In addition to representing their countries and competing for medals, para-sports athletes participating in the Rio 2016 Paralympic Games this month will be challenging stereotypes, increasing inclusion and breaking down social barriers—something these competitors have been doing since the first...