May 2018 edition of SPORTO Magazine among other content provides the insight about the OTT (ʻover-the-topʼ) platforms and services. The rights holders are keen to ʻgo OTTʼ and monetise their assets in a new way but is OTT strategy going to replace the traditional broadcast model anytime soon? What brings the future?
Magazine also brings new in-depth interviews. “Digital is no longer an area within the greater marketing mix, digital is the marketing mix and must be integrated into each function of a business,” says Luca Massaro, the founder of WePlay, awarded sports digital marketing agency that combines a blend of data, strategy and creative to grow brands, audiences and revenue streams.
Find more stories and insight from the new edition of the magazine in our content announcement.
Access anytime and from anywhere
Roughly a quarter of a century after the British satellite pay-TV Sky showed its first Premier League game and sparked a TV-revolution that would forever change the way of consuming sport, we are potentially on the verge of another huge transformation. OTT content providers have already started challenging the traditional media. Matthew Entwistle, Group Managing Director at Two Circles, offers some additional insights.
Passion-powered marketing
“If a tree falls in the middle of the forest where no one can see it, has it fallen at all?” Carsten Thode, Chief Strategy Officer at Strategy, one of the leading sports and entertainment agencies, explains that with the creation and distribution of (sponsorship) content, it is exactly the same. Content and distribution needs to be two sides of the same coin.
Andy Westlake, the new Chairman of the European Sponsorship Association (ESA), who replaced in this role Karen Earl who left a big mark with her work, in his interview defines sponsorship as a critical supplement, the corporate Vitamin C that enhances the performance of all other marketing and business investments.
SPORTO brings also the insight into the strategies and behind-the-scenes of the interesting and award-winning activations created by Norway’s Telenor in cooperation with alpine skier Aksel Lund Svindal, UK’s Cadbury and the Premier League, and Slovenia’s Pivovarna Laško Union with NK Maribor and the duel between Marcos Tavares and Sebastjan Cimirotić.
From Pyoengchang 2018 Games to FIFA World Cup in Russia
We came up with a few numbers and interesting facts surrounding the PyeongChang Olympic events – from the sports sensation Ester Ledecka, social media analysis, new technologies and fresh TOP sponsorship partners to political and paralympic legacy of the games which have brought this year several new records.
The 2018 Winter Olympics in the South Korean county of Pyeongchang showcased fifteen majestic hospitality houses. To visit the Olympic hospitality houses is a unique experience in and of itself, and after an eight-year hiatus, the Slovenia House provided this experience along with the others.
In the upcoming weeks all roads will be leading to Russia, which means that the 2018 FIFA World Cup participants must take extra care to ensure that the roads are well-paved. In other words, football associations from 32 countries have their hands full these days with endless marketing challenges, sponsorship activations and media contents. To get some insight and see how some of the teams plan to leverage their assets across different platforms, we peeked into Croatia, Serbia and the smallest 2018 World Cup participant – Iceland.
Branding, Kobe, Kyrie and Janja
Jeremy Darlow, a brand consultant and adjunct marketing professor, sees consistency as the crucial pillar of branding. Brands should tell a single story if they want to be known for that story. “Do not skip steps. Quit driving with your eyes closed. Draw a map,” is the advice Darlow offers to sports organizations and athletes.
Sports fans are no longer interested only in what is happening on the court. NBA offers a clear example of how outstanding athlete-generated content can engage a wider audience and provide brands with a new channel to spread their message unintrudingly. The case in point are Kobe Bryant’s Academy Award-winning short animated film “Dear Basketball” and Kyrie Irving’s “Uncle Drew.”
We also feature Janja Garnbret, young Slovenian star of sport climbing, which is the new Olympic sport and will make debut at Tokyo 2020.
SPORTO Magazine traditionally presents leading sports TV ratings (from Slovenia, Croatia and Serbia) and a ranking of athletes in the Adriatic region with the most followers across the three social networking platforms – Facebook, Twitter and Instagram.
Our two columnists are Fredda Hurwitz (RedPeg Marketing) and Fiona Green (Winners).
The new edition of the magazine with insights into ever-developing world of sponsorship and sport business is available for all SPORTO conference past participants. If you would like to receive a copy, please contact us at info@sporto.si.
