Sports Brands Need to Get in the Zone to Drive Sponsorship Growth

Marketing lessons sporting companies can learn from this summer's tournaments

The summer of sports is well underway. Olympic feats have dominated the news and are widely discussed, even by those not all that into sports themselves. I found myself thinking about what lessons can be learned from the Olympics, the Paralympics, the Euros and sports’ ability to reach people. How and why should brands use sports audience insights to dominate the game with upcoming events like the new Premier League season, U.S. Open Tennis Championships, the Masters, the Cricket World Cup, the Ashes and not to mention the Super Bowl, the Winter Olympics and FIFA World Cup?