Report: Sports care aims to capture a share of the digital advertising market

The sports sponsorship industry is moving toward adjusting its business models to keep pace with changing global advertising markets, which are now dominated by platforms like Meta, Alphabet, TikTok, and Alibaba, accounting for approximately 70% of a trillion-dollar market. The shift focuses on replacing the traditional rights-selling model, which involves fixed fees, with a results-based approach that measures campaign outcomes such as sales and engagement. It also involves leveraging modern streaming technologies to dynamically integrate advertisements during live events, as well as transforming broadcasts into direct e-commerce platforms that allow viewers to make purchases directly from the screen. These changes are expected to lead to increased sales and enhance the effectiveness of advertising partnerships, with some contracts tying performance more flexibly to campaign results.

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