The traditional model of sports marketing, based on buying television time and static advertising spaces, is undergoing a fundamental transformation. According to an analysis by Sportradar, the focus of brands is shifting from widespread media buying to so-called moment-based activation. This approach responds to the fragmentation of the audience, which consumes sports content across digital platforms in real time.
While marketing for major events, such as the FIFA World Cup, was previously the preserve of a small group of official sponsors with billion-dollar budgets, modern technology is breaking down this barrier. Thanks to data and targeted advertising, even smaller and challenger brands can now reach a global audience with high precision, without having to invest in expensive TV slots.
“Successful brands have moved from media planning to moment planning. They understand that it’s not just about where they appear, but when they appear and how their campaign aligns with the emotional pulse of the sport,” says Nikolaus Beier from Sportradar.
In practice, this means utilizing moments such as goals, card awards, or sudden twists in matches that elicit peaks in fan attention and emotions. Marketing technologies now enable brands to react to these events automatically and within seconds. If a fan is watching a match on their mobile and simultaneously passing a digital out-of-home (DOOH) advertising space, the brand can hit them with a consistent message reflecting the current state of the game.
According to Beier, the key to effectiveness is the use of proprietary marketing platforms (DSPs) and direct access to fan data. Relying on third-party technologies often leads to inaccurate targeting. Modern strategies rely on an omnichannel approach that connects social media, paid search, audio content, and connected TVs (CTVs) into one whole following the fan's journey throughout the day.
“Missing a fan as they switch between channels is equivalent to a goalkeeper only covering half the goal. Any gaps put the brand at risk of losing attention,” concludes Beier.