How do major advertisers investing in sports put digital activations into place? By supporting several big names in the French economy in their sports partnership strategy – including Société Générale, AXA and TotalEnergies – Publicis Sport is at the fore in measuring the impact of digital technology on the sponsorship market. During an interview with Ecofoot, Pascal Krivo and Guillaume Couso, co-chairs of Publicis Sport, presented their analysis on the interest in digital activations in partnership animations.
Are you noticing a growing interest from advertisers for digital activations in animation for their sponsorship partnerships?
Most advertisers who invest large sums in sponsorships have gained real maturity in managing their partnerships. In negotiations with rights holders, traditional media of visibility, such as spaces on uniforms or LED banners, remain an important issue, but they are fully understood and integrated by market players. They are familiar with impact and master the image and popularity metrics to be measured to assess the effectiveness of these media.
However, the rights holder’s digital power and activation capabilities on digital channels are mentioned earlier and earlier in the sponsorship partnership negotiations. Because advertisers are interested in the processes that drive the commitment of fan communities. These same advertisers often have a higher media maturity than sports organizations. In their daily lives, they build accurate marketing and communications strategies and learn how digital has become central to the lives of their audiences and communities.
Digital brings together two key assets in sponsorship partnership animation. First, the field of possibilities is very wide in terms of connectivity and activation. However, in traditional supports such as slabs for example, it is very difficult to get creative. The second important concept is commitment. Sports organizations operate in a sector with high sentimental value. They manage to achieve a very high level of engagement on social platforms, provided they get out of institutional communication. Moreover, the sports brand lives far from its own ecosystem: Kylian Mbappé’s extension to PSG is an excellent example of this, with more than 90% of conversations being generated on social platforms outside of club, Parisian or player accounts. A sports brand has this power to engage its fan community more easily than any other company. Advertisers can then harness the digital power of sponsored sports organizations by setting up campaigns that generate support from fans as they engage.
Several companies from the web and new technologies – Uber Eats, Deliveroo, Gorillas, Socios.com, Cazoo… – have invested in sponsorships in recent months. Are these brands setting new standards in terms of facilitating partnerships in sports? Are they the origin of the growing interest in digital revitalization brands?