Market Insights

Digital solutions have become indispensable in Sponsorship Marketing, serving as a critical element within a campaign's strategy—even though they often represent merely one component of the overall activation.

Beyond leveraging sponsored assets to engage fans and audiences, brands are increasingly tasked with meeting KPIs related to data capture, lead generation, insight gathering, as well as enhancing product/brand awareness to ultimately drive sales and consumer loyalty.

Contests and sweepstakes have always held a special place in the world of marketing. They tap into people's desire for freebies, allowing brands to increase their visibility without blowing their advertising budgets.

Contests also foster consumer engagement, offering marketers a cost-effective alternative to traditional social media marketing.

As the competition for customer attention and brand loyalty escalates, consumers must decide what content is worth engaging with. In today’s highly dynamic and interactive business environment, the role of “customer engagement” in co-creating interactive customer experiences and value is receiving widespread attention from business practitioners and academics alike. It is suggested that customer engagement represents a strategic imperative for generating enhanced corporate performance, including sales growth, superior competitive advantage and profitability. The rationale being that engaged customers play a key role in viral marketing activity by providing referrals and/or recommendations for specific products, services and/or brands to others.

The Super Bowl is quickly approaching, and it’s fair to say that the only thing bigger than the game itself is the marketing and advertising supporting the event. While the Super Bowl is broadcast to over 100 million households around the world, and 75,000 live fans in a single day, digital channels are allowing marketers to form long-lasting brand impressions beyond the initial broadcast, and to more fans than ever before. As advertising and marketing evolves beyond traditional commercial spots (although we’ll see plenty of those, too), how will marketers spend their sponsorship activation dollars this year?