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For years, major brands have partnered with professional athletes to endorse their products and services. Michael Jordan and Nike really kicked off a new age of multi-million dollar endorsement deals, and in the years since this has been successfully modelled across the sports industry.
The rise of social media however has led brands, big and small, to adopt their approach to endorsement deals and influencer marketing. Todays brands have shifted away from the traditional ‘major leagues’, and are now working with athletes from unconventional sports, from motocross to surfing, while so-called ‘nano influencers’ have become as important as major players.
With brands committing more budget than ever to the space in 2019, our panel from the Sponsorship Stage at One-Zero 2019 discussed the key considerations at play for marketers, and how to measure return in an area that still provides such an unknown.
Expertly moderated by Jackie Fast, this panel included Ben Cronin (Global Head, Publicis Sport and Entertainment), John Clark (SVP Fenway Sports Management) and Sene Naoupu (International Rugby Player and Brand Ambassador). Our Sponsorship Stage for One-Zero 2019 was powered by Core Sponsorship.
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