6/28/2023 0 Comments Digital activation campaign![]() ![]() Understanding fan journey and uniform definition of digital activation in sports sponsorshipĬompanies pursue different objectives with sports sponsorship, whereby these are particularly achieved through the activation of sports sponsorship rights. Based on a qualitative empirical survey of 13 managers* from the perspective of sponsors, rights holders and third parties (digital agencies, researchers), the following recommendations can be made:įigure 1: Digital activation in sports sponsorship (Source: Ceka, 2022) 1. Consequently, it is crucial to understand how companies can utilize digital activation in their sports sponsorship activities and how digital activation needs to be managed. The necessity to activate fans digitally as well has become a phenomenon in sports sponsorship and requires operational and strategic management. Social media, streaming services or other digital channels are playing an increasingly important role for sports fans while they themselves are practicing sports, viewing sports content, or interacting with other fans. So basically, one could say it’s not a question of wanting to, but rather a question of having to, and therefore implementing. ![]() Sports, for instance, used to think they were invulnerable until the Covid 19 pandemic hit the entire industry hard. Can we manage the digital transformation in sports sponsorship, and do we even want to? This has established sports sponsorship as one of the most effective marketing instruments. This unique opportunity to convey emotions has not escaped the attention of companies, which are increasingly using sports sponsorship as a communications instrument and whose sponsorship spending has risen from $33.4 billion in 2011 to $46.1 billion in 2019 (excluding activation expenditures). Those who play sports themselves or cheer along with their favourite club or athlete will remember special live events for a long time to come. Sports and sponsorship thrive on the emotions of the spectators on site.
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