Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.
Adrian Staiti, APAC President of sports marketing agency SPORTFIVE challenges the cautious outlook for the sports industry and suggests how a better normal will flourish once markets come out of the pandemic.
"Historically in times of crisis, sports have played a vital role in healing and unifying."
New global partnerships signal an aggressive push for the brand to appear ‘younger’.
In the world of sports content and marketing, it's clear who the winners and losers are.
During the COVID-19 crisis in China, clubs made donations, sent best wishes and even placed encouraging messages on their jerseys, earning appreciation and engagement from Chinese fans.
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