Untap Brand Love: Rethink Sports Partnerships Beyond The Live Window

Date: 19 September 2024

Sports evoke deep emotions—it’s passionate, patriotic, and has the power to captivate people's minds, influencing their thoughts, conversations, and even their daily lives. It's more than just watching the game! This is especially evident in how modern sports fans engage with the sports they love. Gen Z and millennials crave diverse sports experiences and shorter, more dynamic content. In fact, under-40 sports fans spend 62% of their time consuming sports content outside the cluttered "live window." Yet, the majority of sports advertising dollars remain locked into traditional live sports partnerships, from team and league sponsorships to broadcast and stadium placements.