新互动时代品牌与版权方制胜策略研究报告

How brands and rights holders canplay in the new era of engagement PART I Sport is nowculture audiences than ever before and fostering entirelynew communities united by shared passions. Clare Lawson, Global President of OgilvyOne says she sees the growth from workingwith sports rights holders and brands. “Thehuge cultural impact and unprecedentedgrowth of sports make the compelling casefor brands, broadcasters, streamers and In the last decade, the audience for F1 hascompletely transformed, with 41% of F1fans now female and those aged 16-24 thefastest growing group04, while soccer seemspoised to attract a new wave of fans aheadof the 2026 World Cup in USA, Canada,and Mexico. Sports rights holders and SPORTS ISNOW ON THECENTER STAGE But getting it ‘right’ is new terrain. Brands,teams, and leagues vary in their effectivenessat activating fans, leading to mistakes,sponsorships that feel misconceived, ticketsnot selling or second tier media rights notmeeting reserve prices. Savvy consumers havegrown wise to brand tactics and will call foulwhen a marketing moment feels disingenuous But as attention across the medialandscape continues to scatter, how havesports become a collective experience Both the short — and more complex,longer answer — is the rise of fandom. Once the domain of a traditional fan base whosepassion was the defining feature of a sportingoccasion, sports leagues, teams and athletesnow find themselves with outsized influence.In an era of accelerated growth, the sportsindustry, the world’s games, and those who play As Google’s Sundar Pichai noted duringthe last World Cup, “it was like the entireworld was searching about one thing!”02 More than just an audience, fans are supporters,stakeholders, culture-makers, volunteer spindoctors, and a media and creative cultureforce — one that, when engaged, can makestories fly. Already a mainstage for brandpresence and sales, sports are experiencinga new level of cultural impact thanks to the The increased investment in sports mediaalongside the soaring valuations of teamsand leagues has placed a premium on sportsrights. The value of sports sponsorships,estimated at $105.47bn in 2024, is How should sports and the brands theyhost look to connect with fans and get apiece of the action? Why is participatingwith fans essential? What is it about fanbehavior and culture that requires a different Global spend on sports media rights brokethe $60bn barrier in 202401, with broadcastersand streamers competing to capture ashare of premium rights as sporting eventsrepresent one of the last – and by far mostreliable – ‘appointments to view’ amonglinear content and live audiences. These are Modern fandom offers multiple opportunitiesto activate the unique power of fans. Traditionalmedia buys and sponsorship deals still play a part.But emerging behaviors like participatory fanmedia, younger fans opting for highlights, socialvideo, and second-screen experiences rather With its unique mix of adrenaline-fueledcompetition, shared community, personal stories,and cultural spectacle, sports culture lies at theheart of this drive. The explosion of unofficialmedia spaces and the digital democratization Leveraging modern fandom meansconnecting across a network of live events,diverse media spaces, and the culture atlarge, and understanding the tensions overcontrol, between what brands deliver and Fan engagement is a business fundamental,but one that remains intangible and hardto capture. The goodwill of fans, thevoluntary, ultimate intangible accounting FANENGAGEMENTIS A BUSINESS If fan engagement is fundamental, thengrounding your sports marketing in a deepunderstanding of fan communities is a first step.Major League Soccer’s Commissioner DonGarber06, reflecting on the 30th birthday of theleague, admitted being skeptical about Atlanta’snew soccer team, until they met Atlanta Unitedowner Arthur Blank and his ownership group.They had done their homework, particularlyin considering the young, diverse population FANSDON’T SEETHEMSELVES Fans aren’t simply customers, nor do they thinkof themselves as customers; they are emotionallyinvested, displaying behaviors rooted in rawpassion. This deep connection fuels whatmight be perceived as economically irrationaldecisions, unique rituals, and an unwavering,often lifelong commitment that defies traditional The modern sports business, a multi-billion-dollar05juggernaut built on passion and loyalty,faces a peculiar paradox: its foundation — thefervent devotion of its fans — lies tantalizinglybeyond direct control. Fan engagement, whileoften missing from the balance sheet, is thebedrock upon which the business is built. Fansare the sole source of value, watching at home,subscribing, liking, traveling to events, buying Understanding fans can superchargeengagement, fan participation, multichannelstorytelling, cross cultural content, directto fan experiences, apps, connected Fans are aware of this also, as BorussiaDortmund CEO