Nothing matches the thrill of watching live sport. Whether you’re a die-hard football fan or a casual observer, the energy of a live game is unmatched. Thanks to modern technology, you can now enjoy this excitement anywhere, from the comfort of your home to 30,000 feet in the air or miles out at sea. For brands looking to connect with consumers, this presents a unique opportunity.
Why Live Sport is a Marketing Goldmine
Live sport attracts massive audiences. According to YouGov’s The Global Sports Media Landscape report, 67% of consumers globally follow sports on various media platforms. This makes it one of the most resilient components of broadcast TV, especially in a climate where other genres are struggling.
Key Insights:
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Younger Audiences Are Engaged: Contrary to popular belief, young people are still invested in sports. Enders Analysis states that 17% of under-35s’ live TV viewing in 2023 is dedicated to sports, up from just 7% in 2015.
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Traveling Sports Fans: The demand for live sports doesn’t fade when fans travel. The Endeavor Analytics’ 2024 Passenger Survey reveals that 74% of passengers consider access to live sport important while flying, preferring it over other entertainment options.
Brands and Live Sport: A Perfect Match
The existing opportunities for brand marketing during flights are well-known: sponsored travel upgrades, onboard shopping, and branded Wi-Fi are just the tip of the iceberg. But there’s so much more to explore.
Unlocking the Potential of Live Sports Channels
Sport 24, IMG’s dedicated live sports channel for airlines and cruise ships, broadcasts premium live sports content 24/7, creating a unique platform for brands to engage with audiences.
Ciaran Bone, VP of Global Brand Partnerships at IMG, highlights the channel’s unique value:
“Sport 24 is truly unique in what it can offer. In a world where live sports is one of the few mediums to draw a truly captive audience, this notion applies even more for people wanting to stay connected on an international flight.”
The Numbers Speak Volumes
- Sport 24’s cumulative viewing reached over 8 million total views from June to August 2024.
- The channel’s broadcast of UEFA EURO 2024 alone garnered over 1.5 million views on partner airline carriers.
Imagine the scene: passengers glued to their seats, collectively celebrating as their team scores a winning goal mid-flight. This creates a captivating environment for brands to make an impact.
Success Stories: Brands Making Waves
Kate Peregrine, Marketing Director at Christopher Ward, a premium British watch brand, shares her excitement about the partnership with Sport 24:
“We’re thrilled to have extended our Sport 24 commercial partnership this summer. The association with global airlines aligns perfectly with our international customer base.”
With Premier League games on the horizon, this partnership presents a powerful opportunity for brands to reach an upscale, engaged audience.
Connecting with Your Audience
Brands can effectively align their messaging with premium live sports content that resonates with a desirable audience.
Bone explains:
“The channel allows brands to connect and align their message to the premium travelling audience, all within the context of the most powerful appointment-to-view content – live sport.”
Advantages of Marketing with Live Sport
For brands aiming to expand their reach, Sport 24 provides an excellent framework for effective advertising:
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Streamlined Access: Advertisers can connect with an engaged audience without the hassle of negotiating multiple media deals with different carriers or rights holders.
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Immediate Impact: The channel allows advertisers to set content live within an immediate time frame, utilising time-sensitive creative with greater impact.
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Diverse Creative Opportunities: From broadcast sponsorship to long-form content and multiple spot rotations, Sport 24 offers myriad ways to connect with consumers.
Why This Matters for Brands
As travel resumes and fans remain eager to stay connected to live sports, channels like Sport 24 are poised to become increasingly influential. This offers brands a chance to capture the attention of a dedicated audience in a shared experience that is simply unforgettable.
Conclusion: Seize the Opportunity
The intersection of live sport and travel is more than just a marketing strategy; it’s a way to forge deeper connections with consumers.
Whether you’re a brand looking to elevate your presence or an airline wanting to enhance passenger experience, live sports present an unparalleled opportunity.
In a world where everyone is vying for attention, nothing captures it quite like the energy of live sports.
So, are you ready to take your brand to new heights with live sport?
