IMG’s Post

We analyzed Super Bowl LVIII, looking at brand visibility and media value earned from NFL brand partners during this year's event. We uncovered: - The top-earning brands - The power of unique sponsorship activations And much more. Download the report here:  https://hubs.la/Q02lh5mF0

A big shoutout to Momentum Worldwide for this insightful look at the incredible experiential marketing activations at this year's Final Four! We especially loved seeing their creative concepts come to life for The Coca-Cola Company and Powerade, putting fans in the spotlight and truly capturing the essence of the game. Forget static displays and endless free samples – brands went above and beyond to create immersive experiences that truly engaged fans. Here are some key takeaways that caught our eyes: The Rise of Tech-Powered Experiences: Gone are the days of basic photo booths. AT&T's "Dream Court" with AI-powered gameplay and Capital One's interactive stores featuring Charles Barkley and Magic Johnson showcased the power of technology to personalize the fan experience. Blending the Physical and Digital: Brands like Samsung Electronics and Fierce Lab understood the power of connecting online and offline communities. Their "CreatHER Dinner" fostered real-world connections while empowering women in sports, further extending their reach online. A Nod to Social Currency: From Capital One's branded swag to the chance to win LG Electronics, activations offered fans tangible takeaways that fueled social media sharing and created lasting memories. Celebrity Power: Leveraging star power remains a potent strategy. Shaq appearing with The Home Depot, Isaiah Thomas with Ritz, and Barkley's iconic blimp for Capital One all added an undeniable buzz factor. Community Focus: VISIT GLENDALE's activation, aimed at boosting local tourism, reminds us that successful activations can have a positive impact beyond the event itself. Looking Ahead: The future of experiential marketing at sporting events is bright. As technology continues to evolve and brands become more innovative, we can expect even more immersive and interactive experiences that not only entertain fans but also create lasting brand loyalty. By focusing on personalization, social currency, and community building, brands can leverage the power of experiential marketing to truly connect with their target audience in this competitive landscape. What are your thoughts on the 2024 Final Four activations? What trends are you excited to see emerge in the future? Let's continue the conversation in the comments! #BrandActivation #ExperientialMarketing

🏈 Kick-off your Super Bowl weekend at the Brand Innovators Sports Marketing Summit! adMarketplace’s Haidi Kelly will be moderating an exciting discussion with Ken Turner, CMO of Fanatics Collectibles, to talk key trends, groundbreaking strategies, and expert forecasting that will redefine the game in Sports Marketing! Drop a comment below if you will be there! #MarketingLeadership #SportsMarketing #SuperbowlLVIII #BrandMarketing

This is another great episode of the #Gather Dispatch #podcast, which focuses on #WomensSports and corporate partnerships. Give it a listen; it's a great complement to watching the Olympics!

Come listen to Gather's latest Podcast with some of the greatest minds in sports #Sponsorship talk about the current landscape around #WomensSports. We also have our first industry research report, focused on the relative sponsorship rates between Men's and Women's professional sports by Fortune 500 Companies. Also, I'm on this month's Pod, so there's some extra incentive to listen in. Please jump into the discourse: where do you think these sponsorship numbers will be for next season or the season after? Are women’s sports sponsorships having a moment or a movement? Enjoy!

We're all getting excited about the summer of sport ahead 🎾 Wimbledon 🥇Olympics ⚽️ Euros, there's something for everyone! Sport brings us drama, unpredictability, agony, and (hopefully) the glory for fans. And is not surprising why sport, of sports fans can play a powerful role in advertising campaigns - bringing emotion through the power of storytelling and a sense of fans united community. This is exactly how brands like Guinness and Heinz (check out their Heinzjack campaign from last year) have successfully harnessed the power of fans to tell more authentic, relatable, and emotional stories putting innovative ideas (not superstars) at the heart of campaigns. Was just thinking wouldn't it be be great to see a Financial Services brand to be a bit more creative storytelling in delivering some 'finance with feeling' through sport, (beyond just boring and expensive sponsporship)!? As there are so many parallels between sport and finance that can be leveraged - with the end goal being worth all the training and resilience needed! Let me know if you've seen any decent examples that I'm clearly missing... #FinancialServices #Marketing #EmotionalAdvertising #FinanceWithFeeling #BehaviouralPsychology

Over the past year, there's been a major shift in the power of managing real-time event coverage, specifically in the sports industry 🎬 IMSA - International Motor Sports Association teams like Team Penske at the Daytona ROLEX 24 are prime examples of this shift. Real-time content bridges the gap between the event and the audience, fostering an immediate connection. Whether your team is mostly in person or watching from their couches, the fusion of speed and quality content can bring moments to life more than ever before. Live coverage adds an authentic touch to your brand. Those unfiltered team moments may make viewers feel proud as if they know the team personally. (Dane Cameron - we're all hoping those 15 years of laps at Daytona were well worth the wait leading up to this weekend's win 👏 ) Whether it's a thrilling moment or a podium announcement, being first amplifies to make the wave your brand's visibility and relevance. One of the most prevalent tactics I've seen brands in the sports industry taking advantage of this return is frequent social story updates and interactive live-streaming. As seen during the event and days after, Team Penske is a prime example of a winning race and marketing strategy 🏆 How is your team capitalizing on the return on high-quality, accelerated content this year? 🏎 🏁 🤳 A moment in the pit lanes at the 2023 Daytona Rolex 24! #digitalmarketing #liveevents #socialmediamarketing

Mammut Sports Group AG took its centuries-old brand to new heights by embracing explosive online growth. 👇 Want to learn how they were able to achieve this? We just released the second episode of our video series with Mammut Sports Group AG sharing their story and how they have been able to achieve e-commerce growth with Netlify. Watch the video below 🍿

The recent Darts World Championship showcased the immense impact brands can achieve through thoughtful engagement. Wickes and Paddy Power demonstrated the unparalleled influence sports sponsorship can have on consumer perceptions and behaviors. There’s a lot to learn from the successful sponsors. Learn from their playbook – create authentic connections, elevate brand perceptions, drive meaningful consumer engagement and experience the direct impact on your brand. Sports sponsorships are not just about the game. They represent a strategic opportunity for brand success! In a year that will host some of the world's biggest sporting events, why not reach out to Savanta to understand how sponsorship and brand partnerships can be executed to help elevate your brand. 🚀🏆 #SportsSponsorship #BrandSuccess #WinningStrategy

As the excitement of the Super Bowl fades, attention shifts to NBA All-Star Weekend in Indianapolis. 🎉 For brands like Google and AT&T, this event isn't just a game—it's a vital part of their partnership with the NBA and WNBA. Julia Cheney from Google stresses the importance of All-Star Weekend, calling it a key moment in their sponsorship. Meanwhile, AT&T sees the slam dunk contest as the highlight of their NBA activities. In a crowded field of brand activations, collaboration shines. Google and AT&T team up to enhance fan experiences, recognizing that working together amplifies their impact. In the world of sports marketing, unity is power. 🤝 By joining forces, brands create lasting connections with fans. As another thrilling All-Star Weekend wraps up, let's remember: teamwork isn't just for the court—it's a winning strategy for brands too. 🌟 🏀✨ #NBAAllStar #BrandPartnerships #SportsMarketing