Social Sharing Has Become the Biggest Thing in Sports Marketing

Will digitally connected game experiences be next?

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Sports sponsorship is big business. The cash investment —before a brand even activates the sponsorship—is under more scrutiny than ever in corporate boardrooms as shareholders look to drive sales through these partnerships. The aggressive demand for accountability is on the rise.

Illustration: Gluekit

What most brands and agencies don’t know, or don’t act on, is that sponsorship is a new game now, one most are playing by old rules. If you are still slapping logos on stadium signage and hoping that counts as “unique impressions,” you’ve got a problem.

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