Changing trends in SA sport sponsorship
The latest Nielsen Sports report highlights trends that will affect the sports industry as the growing clutter of the sponsorship landscape places greater onus on rights holders to provide compelling content to remain relevant
Sponsorships have become a "buyers’ market" for brands, while the burgeoning youth market should be a strong focus for sports disciplines seeking to grow a fan base. That’s the top line from a new commercial trends study by research company Nielsen Sports.Its report refers specifically to five important trends that will affect the sports industry in 2019 and beyond, and makes some recommendations:• Increasing competition, fragmenting audiences, greater business sophistication and a proliferation of products are producing a variety of challenges and opportunities for rights holders and brands;• Rights holders and sponsors should be looking at better data to make sense of sponsorship. This includes understanding fan behaviour to build lasting relationships with fans and consumers;• Sports properties and media should be innovating, with rule changes in core formats, incorporating e-sports (video games and competitions), and making tech advances to foster fan engagement;• Multidimension...