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- 时间: 2021-11-04 09:00Why is sports worth marketing investment? From a commercial point of view, corporate support for women's sports has been slow, and mainstream brands still like to bet money on men's sports groups and athletes.Next, True-E Canada Digital Marketing expert Jenny Mei will tell you more about it.
Although we often say that sports and entertainment are inseparable, more often, sports and entertainment are more like opponents standing in different corners of the boxing ring. Especially in the post-epidemic era, this situation of conflict and confrontation will become more obvious, as the growth rate of the market cake slows, which makes some traditional cross-border competition become commonplace. The reason is simple: in order to pursue more efficient marketing, the brand has changed its resource allocation strategy, allocating more budget to high-quality assets, as well as some investment channels. This has caused a result, the head resources market spills out, the brand breaks the inherent train of thought, seeks to break the circle.
Specific to the field of sports and entertainment, there will be a two-way flow. Is that a good thing? The answer should be yes. But it is also bound to send a signal that sports and entertainment IP, which is at the top of the pyramid, should quickly get out of its comfort zone and face more unknown competition. The narrowing of the distance between sports and entertainment in the field of commercialization will bring significant consequences in two aspects. at the level of opportunities, many categories with strong entertainment colors begin to get involved in sports marketing; and from the perspective of challenges, brand outflow is also inevitable. this will have an impact on the inherent sports business structure system.
On the whole, the opportunities outweigh the challenges, because for any marketing market, expanding increment is a top priority. In the past few years, this part of the sports business market has basically fallen on e-sports and digital streaming, and in the future, we may have to add a new option, that is, women's sports.
Research shows that women's sports will generate more than 1 billion pounds a year by 2030. Women's football has been a major development project in many countries, and its audience has been setting a new record. FIFA revealed that more than 1 billion people watched the 2019 Women's World Cup, with 260 million people watching the final alone. In addition, women's tennis and golf are also popular sports. Women's competitions such as the US Open sometimes attract more attention than men's competitions.
With the development of things here, it can only be said that the women's sports industry has entered a new starting point, and there is still a long way to go from maturity. From a commercial point of view, corporate support for women's sports has been slow, and mainstream brands still like to bet money on men's sports groups and athletes. Research data show that only 0.4% of sponsorship money goes to women's sports and athletes. But by 2021, brands began to realize the value of women's sports. -
Why is sports worth marketing investment?
