With so much talk of our fragmented media landscape, sports is one of the few mediums that still retains the power to unify marketing messages. It’s no coincidence that the Summer and Winter Olympics and FIFA World Cup continue to dominate TV viewership every four years, captivating audiences on a global scale rarely seen among other media. In terms of growth, the global sports market ballooned to US$90.9 billion in 2017, with future growth expected particularly in Asia.
But despite its strength in numbers and its unwavering relevance, the way sports marketers go about reaching audiences is drastically shifting. Consumers now expect sports content to be lifestyle-orientated—top-tier athletes’ influence now reaches well beyond the court or the pitch, and social media plays an imperative role in getting viewers involved in sports-focused campaigns. Fans also expect an immersive, engaging experience with any sports-related content, a far cry from the static, spokesman-focused campaigns of yesteryear. The platform mobility of a campaign is also paramount, and although sports themselves still have a home on TV, sports marketers need to be active across digital outlets.
Setting a new standard
As one of the world’s oldest multinational companies and a brand many look to as a benchmark for innovative marketing, Unilever faced a unique challenge when scouting the right angle for its recent campaign for Rexona antiperspirant. Enter Fox Content Labs powered by Fox Sports, a network that, while sitting at the top-of-mind in traditional sports broadcasting, has made waves as of late with its own efforts in cutting-edge content marketing.
Using the stalwart credibility and production know-how of Fox Sports and its myriad affiliate channels, Fox Content Labs designed a Unilever campaign centred on the everyday athlete in all of us.
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