The COVID-19 pandemic has changed sports sponsorship, accelerating trends already in play such as the growth of hybrid events, the growing importance of player advocacy and the popularity of esports, according to Nielsen Sports Global Sports Marketing Trends 2021 report. The new Sponsorship Value Trends 2021 report has identified how these macro-trends will influence the […]
In 2020, Hercules Tires launched an exclusive, multi-year partnership with 32 colleges and universities, covering eight NCAA conferences, which was secured and activated through Van Wagner. Today, Hercules Tires, a subsidiary of American Tire Distributors (ATD), continues to grow its legendary sports marketing portfolio with two additional sponsorships on the basketball court: the Hercules Tires […]
Nielsen Sports published a report on the evolution of sponsorship value in 2021. Among Nielsen customers, on average 15% of the brand’s marketing budgets are allocated to sponsorship but are often not measured against direct sales. The report found that live and virtual sports experiences are merging. Even as fans gradually return to live events, […]
The WTA and ATP won another industry award for Tennis United, the digital series that gave professional tennis players a voice and provided exclusive content to players and fans around the world in 2020. Selected by a panel of 250 industry experts, the WTA and ATP won the “Sports Marketing Campaign” category at the SPIA […]