THE SPORTS HALO EFFECT

FROM GAME TIME TO PRIME TIME

The Lucrative Potential of Advertising in Live Sports

We already know live sports represent a huge opportunity for brands, but there is a halo effect that marketers might be missing out on…
 
Substantial audience scale beyond the live event itself.

INCREASE AD EXPOSURE THROUGH OMNICHANNEL SPORTS CONSUMPTION DURING THE GAME

Source: “Global Sports Attitudes and Behaviors,” IBM 2024

THE LIVE EVENT IS STILL THE FOCUS, BUT RELATED SPORTS EVENTS ARE INCREASINGLY VALUABLE

Source: “2023 sports fan insights: the beginning of the immersive sports era,” Deloitte 2023

AUDIENCE CONSUMPTION OF BITE-SIZED ADDITIONAL CONTENT (HIGHLIGHTS, CLIPS, RECAPS, SOCIAL POSTS, ANALYSIS, ETC.)

Source: “Global Sports Attitudes and Behaviors,” IBM 2024

AUDIENCE CONSUMPTION OF FANTASY CONTENT DURING AND POST-GAME IS AN ADDITIONAL TOUCHPOINT FOR BRANDS TO REACH FANS

1“The Financial Outlook of Fantasy Football,” The Fantasy Footballers, 2017
2“New Survey Showcases Trends and Surprising Insights on Behavior of Fantasy Football Players Nationwide,” Yahoo Sports 2024

THESE AUDIENCES ARE NOT ONLY CONSUMING SPORTS CONTENT MORE THAN EVER BEFORE, BUT THEY ARE ALSO INVESTING IN THEIR FANDOMS

Source: SiriusXM Media 2024

SPORTS FANS ARE 16% MORE LIKELY TO BUY THAN NON-SPORTS FANS

Loyal sports fans tend to have stronger emotional connections with brands and are more likely to engage past a promotional event.

Source: Emarsys 2024

BOOST YOUR BRAND IMPACT WITH SPORTS CONTENT BEYOND THE MAIN EVENT.

BE SURE TO:

  • Leverage ads to engage loyal, passionate sports fans
  • Engage audiences before, during and after sporting events
  • Enhance brand positioning by associating with premium sports content
  • Drive brand recognition through high-visibility sporting events live and online

PubMatic offers easy access to live, in-game, replay, and shoulder sports content across all your favorite seasons and networks. Enhance your brand’s strategy today.