What does authenticity really mean when it comes to sports sponsorship? And what happens when marketing goes too far for fans?
Against the backdrop of a booming $84 billion global sponsorship market, the future of brand engagement in sport relies on a fundamental principle. Authenticity.
In this episode of FYI (For Your Imagination) we take a deep dive into the shifting state of sports fandom, with Seb White, co-founder of MUNDIAL Magazine, and Tom Washington, Group Marketing Director at Genius Sports joining the conversation alongside our host and Global Chief Strategy Officer, Tom Gray.
From Arsenal fan parades in Nairobi and the rise of sport as ‘entertainment’, to Red Bull and the Wrexham effect, the conversation uncovers the massive opportunities when brands hit the sweet spot with fan communities. We also explore the technology transforming the fan experience both on and off the pitch, as well as what happens when advertising and marketing goes too far for fans.
Tune in to explore:
- Fans vs. audiences, what’s the difference?
- When advertising ruins the game
- The rise in sport as ‘entertainment’
- The tension between sponsors and fans
- What is technology’s role in sport?
- The globalisation of local fandom
- The emerging sports opportunity
And much more.
The days of simply slapping a logo on a shirt or a stadium are over. It’s no longer just about buying visibility. It’s about actively and authentically contributing to fan culture, adding value to fan experiences, and enriching communities.
FYI is the series where big ideas meet bold experiences.
Each episode brings together curious minds from the worlds of creativity, business, design and technology. We explore what happens when culture, tech and human behaviour collide, helping to challenge assumptions, spark fresh thinking, and imagine what comes next.
To explore any of the topics discussed, or to speak with our strategy and experience design teams about how immersive experiences could shape your brand, contact newbusiness@imagination.com.
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