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SPORTS MARKETING SPECIALTHE FUTURE OFSPORTS MARKETINGAs we prepare to move into the 21st century’ssecond decade, Matt Cutler looks at the commercial,economic, media and social factors shaping the sportsmarketing environment outlined at SportBusiness’Sports Marketing 360 conference last month.SportBusiness International • No.161 • 10.10 59
SPORTS MARKETING SPECIALSPONSORSHIP’SDIGITAL FUTUREEffective use of digital mediagives sponsors unparalleledopportunities to get up close andpersonal with members of targetgroups. But how will the relationshipbetween sponsors and digital mediadevelop and how will it change therole of sports marketing? Here’swhat the panel of experts said.Jeff Nathenson - Action ImagesAd-funded not for everyoneJeff Nathenson, Head of Partner Managementfor Google’s YouTube in Northern Europe,warned rights holders that they need to haveflexibility in the digital space when it comes tosport being shown on the internet. He said manysports are determined to make consumers payfor sport when in fact an ad-funded, free-to-viewstrategy is the best option for both exposure andfinancial return.“We think there is a great amount offlexibility with pricing in the market place,” hesaid. “The consumer will pay a premium forsome sports but there’s others for which there isjust no market for a subscription-based model.A lot of sports keep on chasing the subscriptionor premium payment model when there’s notreally a market for it. It is my job to show them,through the YouTube platform, that there will be60 SportBusiness International • No.161 • 10.10
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