What do global sports fans expect from today’s sports sponsorships? Would they welcome having even more sponsorship in sports than already exists today?
Those were among the questions Momentum Worldwide set out to answer earlier this year. The global agency, winner of the 2015 Sports Business Award for Best in Sports Event and Experiential Marketing, polled more than 2,000 sports fans in the United States, U.K., Brazil, Spain and Japan in March and April.
What it got back, according to Momentum executives, reinforced many of the thoughts the agency’s representatives already had, but it highlighted certain areas of growing importance in the industry as well. Among those: the significance of creating social elements around any activations.
“It came through at a much deeper level maybe than we expected,” said Mike Sundet, the agency’s senior vice president and director of sports and entertainment.“It [was] exciting for us [to see] how receptive consumers are to brands coming in and changing the experience and making it better.”