Brands may have to buy league and stadium rights to compete as live sport experiences evolve

June 21, 2017 4:21

Growing tension between improvements in viewing sports at home and the live stadium experience could force brands to double up to own both stadium and league sponsorships in order to leverage their brands across both spaces, marketers have been told.

Stuart Taggart and John Du Vernet say brands have to rethink the stadium and home experience

John Du Vernet, former managing director of DT (now AKQA) said the evolution of stadiums into high-tech entertainment hubs which engage fans through emerging technologies was changing the way brands had to approach sport.

Speaking at the Mumbrella Sports Marketing Summit in Sydney, Du Venert said marketers had to embrace the new opportunities.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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