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A dialogue with Roger Breum regarding sports sponsorship trends in the 2020s and AI-powered solutions

In a business or sport business landscape where consumers and fans are constantly bombarded with messages, rights holders and sports-related brands MUST strive to stand out. Early studies in sport sponsorship emphasized how the intensive progression of sport sponsorship is a result of the huge amount of clutter that originated in traditional media (Meenaghan, 1991; Wilkinson, 1993; Séguin & O’Reilly, 2008). So, in a time where questions were raised regarding the effectiveness of advertising in a traditional media setting, sport sponsorship became an additional marketing platform through which rights holders and sports-related brands could improve commercial activities in their pursuit of better rates of engagement with consumers and fans.

As we have moved into eras of increased pace when it comes to the flow of information and knowledge, the need to ‘break through the clutter’ is carved in stone as a vital connection to enhance the impact of sports sponsorship activities. As Freddie Mercury and Queen once sang: ‘The Show Must Go On’, and sport sponsorship has also been subject to change but has continued to live as a relevant marketing vehicle. However, this marks the fact that sport sponsorship is a concept in motion. It is a marketing discipline, which has been re-vitalized over the years. Therefore, technology will continue to act as a big change in the world of sport sponsorship when rights holders and sports-related brands strive to find the next percentages, which will give them competitive edge and uniqueness compared to more generic counterparts in the marketplace.

It (technology, ed.) is going to bring about new ways that brands and sports properties work together. One of the biggest ways that it is going to do that is by providing data to both sides so that they are able to measure the effectiveness of their partnership and then put in performance-based models where, if a sports property meets certain objectives, the brand is then paying them added incentives for doing whatever it is that the brand wants. (Roger Breum, Hookit)

In the podcast below, Roger Breum, Marketing Director for Hookit joins Kenneth Cortsen to elaborate on artificial intelligence powered sports sponsorship solutions and how providing data driven and more objective sports sponsorship insights can help rights holders and sports-related brands/sponsors maximize their value from sports sponsorships. Roger and Kenneth also hold this perspective up against traditional media platforms, e.g., as seen through how Super Bowl still fits with television. They also in discuss how social media engagements can be qualified and how various cross-promotional tactics may help to enhance sponsorship value. To sum up, this podcast provides relevant insights on how to ‘tackle’ clutter in the marketplace while increasing the effectiveness of sport sponsorship as of 2020.

Podcast with Roger Breum from Hookit:

Some additional references to more insights on sports sponsorship development:  
Meenaghan, T. (1991). The role of sponsorship in the marketing communications mix. International journal of advertising10(1), 35-47.
Seguin, B., & O’Reilly, N. J. (2008). The Olympic brand, ambush marketing and clutter. International Journal of Sport Management and Marketing4(1), 62-84.
Wilkinson, D.G. (1993) Sponsorship Marketing: A Practical Reference Guide for Corporations in the 1990’s, Toronto: The Wilkinson Group.

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