New sporting trends need new advertising tricks
Along with the rest of the nation, I was captivated by the Matildas, writes Ben McAuliffe. Their success with such an entertaining brand of football captured and united our nation’s attention.
As I was swept up in their spectacle, I began to question how advertisers have engaged with the explosion in popularity of different sporting formats.
The theme of promoting fast, explosive, entertaining sport to maintain audience attention is not unique but instead a trend that is transcending across the globe in countless sporting sectors.
To engage and excite fans – and attract new audiences – the traditionally more subdued sports have had to re-invent themselves to regain viewers’ attention. And advertisers should take note.
The ‘New Sport’ generation is most obvious when you consider sports that have shifted within their own formats. Take T20 Cricket versus Test Cricket; Formula 1 sprint races versus traditional races; or Rugby 7s versus Rugby Union as key examples.
