Sport’s missing billions

Global brand spend on sports sponsorship will grow four per cent this year to £35 billion (US$46 billion), according to recent findings from Two Circles. But the report made the controversial claim that sports properties are missing out on an extra £14 billion due to unsold inventory, unreported engagement and outdated rights packaging.

We ask the report’s author Phil Stephan where he got his numbers from and what he thinks rights holders can do to plug the gap. It’s a conversation that takes in many of the current dilemmas facing sports decision makers on all sides of the business, from the challenges of digital marketing, the role of creative in sponsorship activation and whether content marketing is living up to the promise of driving greater brand engagement.

Unofficial Partner is a sports business publishing consultancy.  To find out more visit our website.

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