In an era of fragmented consumer attention, enhanced competition and pressure on marketing budgets - sport sponsorship needs to deliver beyond a simple logo presence and prove its added value on the full marketing funnel.
How do brands value the media exposure of the partnership? How do they activate across all consumer touchpoint? How can they leverage tech to improve the sponsorship value? What makes brand integration authentic rather than simply visible? And how can CMOs justify their decision to invest into sports rights and activations to their board?
This conversation will bring together senior marketers from TCS, Guinness/Diageo, Qualcomm and Revolut to explore how brands evaluate sports partnerships - from global rights versus local relevance, and teams versus leagues, to data versus emotion and exposure versus engagement.
The panel will also examine a question that sits at the heart of the sponsorship marketplace: are rights holders and brands using the same definition of value?
Ultimately, if different brands sponsor sport for very different reasons, can there ever be a common definition of sponsorship ROI?
Beyond the rights package, the discussion will explore what brands are really buying from sport - and where the greatest value is created.
