2024年体育行业报告_70页_9mb

KORE PRESENTS: State of the Industry 2024 Summary

Core Content Overview

KORE presents a comprehensive analysis of the global sports sponsorship industry for the 2023/24 season, highlighting trends, challenges, and opportunities in partnership strategies, digital content, and data utilization. The report underscores the importance of alignment between brands and rights holders, the growing value of social media in sponsorship, and the shift towards digital and data-driven approaches.

Main Points and Key Insights

Partnership Alignment

• Alignment is critical: 81% of rights holders and 63% of brands agree that aligned goals, values, and strategic fit are essential for successful partnerships.
• Communication gap: Despite this agreement, 63% of brands feel rights holders do not fully understand their objectives, while 70% of rights holders are unsure of their partners' goals.

Sponsorship Spend and Trends

• Global forecast: The global sports sponsorship industry is projected to exceed $116B by 2027.
• Spend growth: Total adjusted ad value (AAV) reached $12.4B in 2023, with an average annual growth rate of 9.76% from 2019 to 2023, and 12.54% excluding 2021 (pandemic impact).
• More spend, fewer deals: There was a +4% increase in spend and a -14% decrease in partnership deals.
• Revenue distribution: 53% of revenue comes from signage & entitlements, 10% from digital activations.

Digital and Social Media Impact

• Digital content: 53% of rights holders are selling digital content as part of their sponsorship packages, and 60% of brands are seeking digital content in their deals.
• Social media engagement: Social media generated 111B engagements in 2023, with video views increasing by 26% YoY.
• Platform dominance: Instagram remains the leading platform for sports sponsorship with 45% of the audience.
• Trend in content: There is a growing demand for high-quality video content over social posts.

Top Sponsorship Assets

• Tickets & Hospitality: Consistently the most included asset in deals across the Big Five leagues (NFL, NBA, NHL, MLS, MLB).
• Signage & Entitlements: Account for 53% of rights holders' total revenue.
• Social & Digital assets: Are rising in inclusion and are now the third most common asset in deals, contributing nearly 10% of revenue.

Brand and Rights Holder Objectives

• Brand goals: 85% of brands prioritize brand awareness and sales conversion.
• Rights holder goals: Brand awareness and fan engagement are the top objectives, with a focus on visibility and audience connection.

Challenges and Opportunities

• Rights holder challenges: Securing new sponsors and retaining existing ones are the top issues.
• Brand challenges: Measuring ROI and aligning with marketing strategy are key concerns.
• Opportunities:
  • Clearer communication of goals between brands and rights holders.
  • Development of digital content infrastructure by rights holders.
  • Collaboration between brands and rights holders to enhance measurement and data sharing.

Future Outlook

• Digital activation: Both brands and rights holders anticipate a greater emphasis on digital and social media engagement in future sponsorship strategies.
• Women's sports: 54% of brands are targeting women's sports, reflecting a growing market and interest in this area.
• Sector focus: Financial, technology, and communications & media sectors are leading in sponsorship spend and have significant potential for growth in social value.

Key Data and Metrics

• KORE's global footprint: Tracks 500K+ accounts, manages $5B in global sponsorship transactions.
• Survey data: 1.7K responses from 60+ brands and rights holders, highlighting insights on partnership goals, challenges, and digital content.
• Sponsorship assets:
  • Tickets & Hospitality (67% in MLS, 73% in NBA, 49% in NFL, 70% in NHL).
  • Signage (49% in NFL, 70% in NHL).
  • Social & Digital (66% in NBA, 39% in NFL).
• Top sports by engagement: Football (55% of total social engagement), with Real Madrid, UEFA Champions League, and Manchester City as top drivers.

Conclusion and Key Takeaways

KORE emphasizes the need for better alignment, data sharing, and digital engagement to drive sustainable partnership growth. The industry is evolving rapidly with a focus on digital content and social media, and brands and rights holders are increasingly looking to optimize their strategies through data-driven insights. The report also highlights the importance of understanding and addressing mutual challenges to build stronger, more effective partnerships.

Bonus Content

• The report provides detailed insights on how different sectors are allocating their sponsorship budgets and the value they derive from various assets.
• It includes a comprehensive breakdown of the top sponsorship assets, their revenue contribution, and their inclusion rate in deals.
• Opportunities for collaboration in digital content and measurement are highlighted as essential for future success.