The year 2021 reflected a significant recovery in sports sponsorship activity, after the bad data caused by the coronavirus in 2020. Specifically, according to a Refold report, the number of sports sponsorship agreements grew by 30% in 2021, with an investment of 394.2 million euros, citing data from Infoadex. As Rebold reports in a press release in March 2022, 40% of the deals were football-related; 15% with basketball; 11% with eSports or electronic sports; 5% with cycling and 4% with tennis. In other words, given the variety that we all know exist, from Rebold they emphasize that although all companies “always try to maximize investments in sponsorship, for this it is necessary to know which sports are the most broadcast, where and when”.
Taking this into account,
The company considers that the prospects for 2022 “are also very positive” and proof of this is that “43% of the brands will increase their investment in sponsorship rights and 50% will maintain the same level as in 2021 », citing data from the Sports Sponsorship Barometer 2021 of the Marketing Association of Spain. For all these reasons, the company considers that «sports broadcasts continue to be an essential ally to boost the audience of free-to-air television channels in Spain. In parallel, they are also a target for sponsorship actions, due to the visibility they provide and what they allow to maximize sponsorship investments».
The most consumed sports on television
As explained in the press release, Refold has examined the “awareness of sports broadcasts on television to help brands define their sponsorship activities”, although without considering epl중계 news programs in his study. “Sports sponsorship offers numerous opportunities to increase ROI in tangible terms, such as increased sales, and intangible terms, increasing the visibility and reputation of brands, which are linked to the values of an athlete, a team or a championship. But defining alliances is a complex process where decisions are made based on data that allow aligning the brand’s objectives with the expected results to optimize the investment. At the same time, the results must be measured to confirm success, analyzing audiences, online metrics, PR actions, carrying out social listening, etc.”
Alfredo Orate , Media Intelligence Manager at refold.
The statement highlights that in 2021 the notoriety achieved by the Tele Cinco (private) and La 1 (public) networks for the broadcasts, respectively, of the matches of the Spanish soccer team in the European Championship and the Nations League was very significant. In fact, soccer is the sport that dominates the share in sports broadcasts during the last year. “Only the Formula 1 (GP of Spain) and the Cycling Tour of Spain manage to discuss this classification at times,” refold points out in his press release. And from Marketing Insider Review we take advantage of this moment to recommend after this news the reading of this interview with Juan Mary Gillet , CEO of the VRM agency, which in recent months has reached agreements to organize premium hospitality events in soccer sports competitions (Lalage), Formula 1 or tennis (Roland Garr’s).
And going back to the sports with the highest number of sports broadcasts
And the most sponsorship options for brands, as Rebold specifies: Football accounts for 42% of the total sports broadcasts on the main free-to-air networks and amply justifies this coverage with a huge accumulated audience ( 69% of the share ).
Cycling follows, with 8% of hours and 11% share. The Volta an España and the Tour de France stand out here. In third place is tennis, with 12% of broadcast hours and 5% share. In particular, the Mutua Madrid Open, Dubai and Indian Wells tournaments in the WTA 1000 and Conde Godó in the ATP 500; And, in fourth place, basketball , with 11% of hours and a 4% share .
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