Sports and entertainment lead Mike Sundet speaks with Sports Business about trends in sports sponsorship with energy drinks.
Momentum sports and entertainment lead Mike Sundet shares some insights with The Drum regarding sponsorship and the Olympics.
Our sports and entertainment lead Mike Sundet writes in Adweek that "Most current sports sponsorship focuses too much on an old model—creating an association, then riding the coattails of a property, versus putting the fan at the center and adding value to the fan experience.
SportsBusiness Journal Executive Editor Abe Madkour recaps some of the important conversations held at the Momentum Sports Business Symposium, highlighting our Mike Sundet's views on helping brands and properties build meaningful partnerships that benefit both sides.
NEW YORK CITY – November 9, 2015 – Sports marketing and brand experience agency Momentum Worldwide conducted a survey of global sports fans that indicates ambivalence of consumers toward brand involvement in sports. While roughly half of fans agree that sponsors have sports’ best interest at heart, 83% accepted the statement: “Sponsors never consider the fans,” revealing a sentiment of increasing distance from the sports experiences they love, And only 55% of respondents would currently consider trying a particular brand or product as a result of that sponsorship. The study is based on quantitative and qualitative input from 2,000 sports fans in the UK, US, Brazil, Spain and Japan.
Forbes writes: "Fans are the soul of sport. Without them, sports don’t exist. That’s why it was such unsettling news when we discovered that global sports fans feel a growing disconnect from professional sports."
"The above is an excerpt from the executive summary of a recently-released survey conducted by Momentum Worldwide which was based on quantitative and qualitative input from 2,000 sports fans in the UK, US, Brazil, Spain and Japan. The results, were to borrow their word, unsettling to say the least."
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.
Mike Sundet (SVP, sports and entertainment) speaks with the Tampa Bay Times about the local teams' marketing efforts towards female fans saying: "I don't think there's anything wrong with trying to reach different people in different ways, but it has to be done in a tactful way. Nobody likes to be talked down to or pandered to."
As the ultimate reality TV, sports is the one place where advertisers and agencies are confident that consumers will watch their commercials without skipping or time-shifting. Mike Sundet (Director, Sports and Entertainment) tells Cynopsis Media that when it comes to advertising, "sports rules."
When are you more entertained? During the Super Bowl game or during half-time while watching a flailing costume shark?What are you more likely to share? Content from a concert or a tournament? As with all things in the world of marketing, the lines are blurring. Where does sport end and entertainment begin, and vice versa? And what the heck does that mean for dollar spend?
Join us for a provocative look at how marketing changes based on the diminishing distinction between entertainment and sports.