Nielsen Sports releases key global sports marketing trends for 2021

February 17, 2021 10:51

Nielsen Sports has released a report on the changing value of sponsorship in 2021.

Across Nielsen clients, on average 15% of brand marketing budgets is allocated to sponsorship but is often not measured in relation to direct sales.

The report found that live and virtual sporting experiences are merging. Even when fans gradually return to live events, these virtual upgrades will be retained, with further investment into broadcast innovations expected.

According to Nielsen Fan Insights Report, 53% of fans say they are more likely to consider brands that enhance the way live sports are viewed at home. The rights holders who are actively strategising and planning for a hybrid world of merged live and virtual experiences will thrive in this new era.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.

Topics

Nielsen Sport

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Nielsen Sports releases key global sports marketing trends for 2021

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