What has changed most in sports marketing during your years in the industry?
– The biggest change is the perception of customer benefit. Today, there's a greater focus on the value a partnership can create for the brand, employees, sustainability efforts, and business. Previously, the focus was almost exclusively on brand exposure and networking between partners.
What do you think companies still underestimate about marketing in sports?
– Companies still underestimate the value of on-site activation and the opportunity for dialogue with the fanbase. There's a significant business opportunity there that many haven't yet fully capitalized on. Progress is being made, but it's relatively slow.
What do you think will be most important for brands going forward in sports?
– Having a clear plan and objective for the investment, and ensuring it's aligned with the rights holder. Activating and engaging in the collaboration, and daring to be long-term.
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