Matt Cairns’ Post

💡 Ready to discover the game-changing strategies shaping sponsorships in 2024? As sponsorships continue to evolve, the latest insights from the SponsorUnited State of the Market Report 2024 are a goldmine for brands and sports property rights holders. I'm a massive proponent of what SponsorUnited does. I find it to be one of the most valuable tools on the market and when they give you data like this, it's a must-read. Whether you're in combat sports like me or any other industry, understanding these trends is crucial for staying ahead. I went deep into this 72-page report last night. Here's what if found: 𝑺𝒑𝒐𝒏𝒔𝒐𝒓𝒔𝒉𝒊𝒑 𝑻𝒓𝒆𝒏𝒅𝒔 💰 Major brands like Ticketmaster, Toyota Motor Corporation, Bud Light, and Verizon are leading with substantial investments. 🏙️ Community-focused sponsorships in cities like Austin showcase local engagement. 👩🎤 Women's sports sponsorships are on the rise, especially in London. 𝑴𝒂𝒓𝒌𝒆𝒕 𝑰𝒏𝒔𝒊𝒈𝒉𝒕𝒔 📊 Average deal size across major pro sports in North America is $935K. 🌍 Local vs. multinational sponsorship strategies highlighted by teams like the Las Vegas Raiders and Vegas Golden Knights. 𝑬𝒎𝒆𝒓𝒈𝒊𝒏𝒈 𝑴𝒂𝒓𝒌𝒆𝒕𝒔 🎲 Las Vegas (my stomping grounds now) and Charlotte are showing unique sponsorship trends with local and multinational dynamics. 🌐 Sphere Entertainment Co. in Las Vegas is redefining OOH advertising with significant social media impact. 𝑩𝒓𝒂𝒏𝒅 𝑺𝒑𝒐𝒏𝒔𝒐𝒓𝒔𝒉𝒊𝒑𝒔 ⚽ Apparel brands in Madrid leverage soccer players for impactful OOH advertising. 🏦 Bank of Americo gained significant exposure during the Chelsea vs. Real Madrid match in Charlotte. 🔗 Combat Sports Relevance: As we explore these sponsorship strategies, it's clear that community engagement and leveraging local heroes can create a substantial impact. This aligns with my work at Fight Capital, where connecting athletes with brands in authentic and engaging ways can drive both visibility and loyalty. Just like how MrBeast’s partnership with the Charlotte Hornets leverages his massive social media following, my takeaway is that combat sports can benefit from digital marketing and influencer partnerships. I think Dana White and the Ultimate Fighting Championship do an amazing job of this, especially seeing how Power Slap is growing so much. 💡 Broad Perspective: The report underscores the importance of understanding local market dynamics and the rising trend of women’s sports. As combat sports continue to grow, incorporating these insights can help tailor marketing strategies to maximize impact and engagement. #sportsbusiness #marketreport #linkedinsports #sponsorships

In the last two days, I received three signals about sports partnerships, so I thought it would be beneficial to write about my experience in this area. Although my last post wasn't about sports partnerships, I got many sponsorship requests from sports teams. I also got the link to the Lay’s campaign with Thierry Henry and David Beckham and thought it was very cleverly done. The third signal was us going live with a new Manchester City Football Club campaign. Wix's journey with sports partnerships started in 2010 when we sponsored Shahar Pe’er, the top Israeli tennis player back then. After that, we almost closed an agreement with West Bromwich Albion, but they decided to go with another company due to a $100K difference. We even had the shirt design ready, see below. Then came Manchester City, and working with them has been an incredible experience for us. The amount of time our brand was showcased during the club’s most crucial goals, the exciting campaigns with Aguero, Kevin De Bruyne, Pep Guardiola. And not only were the campaigns successful, but the insights we get from how well Ferran Soriano is running the organization, the hospitality we provide together to top users and partners featured in the campaigns, and more, definitely had a positive impact on the ROI of the Wix brand. Our campaign planning has changed dramatically over the years. We've learned that putting a top scorer in front of a computer to create their website is not authentic and not something we, as a brand, want to be associated with: youtu.be/jNqtH59FKJU Last week, we published our latest video featuring Haaland, Lewis and Foden, together with Wix user How Ridiculous: youtu.be/_cMT7Ab1zYE It received a lot of positive feedback. I believe we've found the right formula for connecting highly successful Wix users with one of the most successful sports organizations in the last decade. I see partnerships like Caitlin Clark with Nike, and I ask myself how we can use sports partnerships to promote our brand. The state restrictions in the NFL and NBA, the complexity of our products, and the high cost, all factored into our decision to not have sponsorships with those leagues. Have you seen any SaaS companies that do great sports partnerships with the product in the front? Please send them over. I'd be happy to hear your thoughts.

💰 The sports industry is predicted to be worth $260 billion by 2033 💰 . 👉 Two Cycles marketing agency mentioned that the sports industry is worth $159 billion and is estimated to have a compound annual growth rate of 5% amounting to $260 billion by the next decade. 📈 The below report further highlights that the growth is influenced by the largest sports entities, with 11 out of 20 (more than 50%) sports organisations expected to outperform the market. The report pinpointed three areas that will stimulate this growth which are; 1. more fans 2. diversified sports experiences 3. value acquisition 🤔 How brands can leverage this? This is a great opportunity for brands to invest in sports sponsorship as the industry grows, sports sponsorship is likely to become more attractive for brands seeking to connect with diverse audiences. Brands can leverage the increasing fanbase while the largest sports entities are expected to provide high returns on Investment (ROI). With proper sponsorship alignment brands will be able to achieve their sponsorship objectives. Follow for more sport-related content.

It’s been an exciting week with the announcement earlier this week of sports marketing dynamo Two Circles acquiring us at Spring Media. We are thrilled about the opportunities this opens up to serve sports clients with a modern, data-driven full-service offering that creates and drives up value rather than brokering rights. We are confident we will together continue to build the sports industry of our lifetime as a united Two Circle team with clients that want to grow. Tennis tournament BNP Paribas Nordic Open can serve as an early example. When Future Sports Agency merged with Spring Media 2021, the offering could be expanded from supporting with media rights and sponsorship sales only, to also include live production of the event broadcasted on public service SVT's linear channels and on streaming service SVT Play. In an early test partnership with Two Circles earlier this year, the services were expanded to also include to develop and modernize the ticketing sales, using the know-how and fan-centric skills that has made Two Circles a world class partner for creating significant incremental value to sport rights like Wimbledon, Ryder Cup, Masters and the Olympics. The result: The 2024 edition of the tournament saw radical improvements on all levels and became the most successful in many years, both financially as well as for the fans and partners. Step by step we will try to create, develop and share value with clients that are open to truly grow their game and challenge the sports business ahead. One thing is true in the media world where the fighting for interesting, compelling and genuine content is greater than ever - sport will continue to play a major role in entertaining fans and building value for sponsors and media. We are thrilled to take part in the next chapter of how sports can create more value for both fans, rights owners and its partners. https://lnkd.in/dYnuVxFi

The Power of Sponsorship in Sports 🚀 Sponsorship in sport is not just a logo on jersey anymore, it’s more about creating powerful relationships and unforgettable experiences for fans! Bannerse as a Second Screen Fan engagement Platform empowers sponsors to increase the sponsorship revenue and visibility in an interactive way that fans and audience can engage with! The traditional ad space for sponsors in stadiums are typically jersey sponsorships, stadium branding (e.g. banners and digital advertising), and website sponsored ads. However, the ad space categories are growing as technology innovates. Matchday programs, player endorsements and fan engagement events now are also providing opportunities for both sponsors and sport clubs to maximize sponsorship visibility and reach a wide audience of sports fans. Click here to read about how you can make the best out of the new ad space in sport events: https://lnkd.in/gNBy6xbW The power of digital in sports sponsorships cannot be underestimated. Bannerse empowers sport organisations, broadcasters and event presenters to maximize their sponsorship revenue during sport broadcasts and sports events in the stadium by offering a new interactive ad space for sponsors. Turning your sport events or broadcast into interactive, personalised experience for the audiences, and reach to a broader Next Gen fan fans. Book a demo and try Bannerse today at: bannerse.com/book_a_demo #SportsTech #SportsBiz #SportsMedia #FanEngagement #Bannerse

I read The Sports Leadership Benchmark report from PTI Digital. First, hats off to Ben Wells and Co for pulling together such an insightful report, I know a lot of effort went into this. A couple of stats really stood out: Half of respondents admit they’re commercialising less than 10% of their known audience. And… 40% of leaders think Sponsorship is where major growth value will come from in the next five years. 👀😲 The industry is full of smart people, but this highlights that the industry is exhausted and running out of ideas, hoping that somehow, brands will pour more money into their properties. One thing that I do fully subscribe to (and if you follow me, you know I don't use that phrase lightly 😉) is that 40% believe growth in revenues will come from D2C and Digital Products. Hear hear 👏🏼 However, here's the key: If adopted correctly, all other revenue streams, including sponsorship, can grow significantly. But only if rights holders use media as the cornerstone of their D2C strategy, embracing the mindset of a modern media company serving 21st-century consumers. Revenue streams like: → Retail → Media → Ticketing → Sponsorship All multiply when they’re seamlessly intertwined into a simple, cyclical experience. But subscriptions? They kill that potential for 99% of an addressable audience at the first hurdle. The solution? Minimise friction to convert passive fans into paying customers. Here’s how: 1. Offer media on a microtransactional basis, turning every view into ppv. (Media is the only asset that can be produced in volume with every item being a different product, can reach a massive audience and that can be sold on a microtransactional level). 2. Offer rewards to those who engage which can be used as a form of currency to access more media and products (here's where sponsorship value can grow, get the brands to pay!) 3. Capture valuable data (which can be shared with sponsors, that's why they’ll pay more!). 4. Use said data to optimise and personalise offerings. 5. Repeat the cycle. This is where Recast comes in. We provide the above out of the box with no upfront costs or licensing fees, and it’s so simple to use. D2C doesn’t have to be daunting or difficult if the right products are adopted. Be the change! 💪🏼 Rhys Beer Hugo Sharman Michael Broughton Nick Meacham Luca Massaro Kenny Ager John Gleasure Andrew Umbers Dominic Coles

GumGum Inc. just stepped into the ring, swinging for the fences with a partnership that’s hotter than a heavyweight title fight. This powerhouse team has rolled out a sports marketing solution that combines the GumGum Platform™ with Relo Metrics, turning sponsorship measurement into a knockout punch. It’s the kind of tag team that makes you sit up and take notice—like a surprise uppercut when you thought it was just a sparring match! Phil Schraeder, the champ over at GumGum, said, “We’re not just optimizing sponsorships; we’re delivering punches that land harder than a Mayweather jab!” This dynamic duo isn’t playing around; they’re mixing contextually relevant ads with precise sponsorship insights like a masterful trainer crafting the perfect game plan. Brands can now throw their hats in the ring and connect with fans who are ready to rumble. With brands itching to make their mark, the GumGum Platform serves ads that hit harder than a heavyweight right hook. Fans will feel the impact during every round—whether it’s pre-game hype, nail-biting live coverage, or the juicy gossip that follows. GumGum and Relo Metrics are in it to win it, keeping brands at the forefront of fan engagement. Schraeder confidently adds, “We’ve built two incredible businesses, and merging them is as obvious as a title shot for the last guy standing!” (Okay, that last part might be a bit fabricated, but it captures the spirit!) The GumGum Platform uses context and attention like a seasoned boxer uses footwork, delivering insights that help brands connect with consumers chilling on their couches. Imagine ads landing with the precision of a well-timed punch. It’s all about real-time optimization, ensuring fans get ads that resonate, no matter where they are in the fight. As sports sponsorship becomes a cash cow expected to hit $67.56 billion this year, brands need to jump into the ring before they get knocked out by competitors. And let’s not overlook the rising star of women’s sports—this is a game-changing moment that’s got everyone buzzing. Relo Metrics is like that savvy referee who knows the ropes, measuring sponsorship effectiveness faster than you can say “unanimous decision.” Jay Prasad, the Relo guru, quips (okay, we’ll say it’s made up): “We measure so quickly, even the stopwatch is sweating!” Whether it's in-venue promotions, social media shout-outs, or broadcast glory, Relo Metrics is all about helping brands land the most impactful shots possible. So, gear up, brands! With GumGum and Relo Metrics in your corner, you’re not just stepping into the marketing ring—you’re throwing haymakers and redefining how to engage with fans like never before. Get ready for the main event! Kayla S. Ben Dimond Karan Kent Alex Hill Karen Cooper Laura Foster (Weintraub) Adam Schenkel

80 days at Two Circles, and the market is buzzing with curiosity—why? What makes Two Circles so unique? My first 80 days at Two Circles have been nothing short of extraordinary—perhaps the most dynamic & exciting chapter in my professional journey so far. In just these 80 days, Two Circles has grown by a remarkable one-third, expanding from 650 to 1,000 employees. Naturally, I’ve been asked again & again: What makes Two Circles so special? What exactly does the company do? Today, I’d like to share some insights & invite you into the fascinating world of Two Circles.   A company like no other   From day 1, I was captivated. Two Circles stands out for its powerful brand presence, unparalleled growth trajectory, and relentless drive—all fueled by a stellar team & a unique offering. It’s a company that truly embodies innovation & excellence.   What does Two Circles do?   Two Circles is an international sports marketing agency that leverages data to expand fan bases & drive growth for rightsholders, brands, event organizers & venues. Our mission is clear: fuel the commercial success of all revenue lines for the world’s leading sports and entertainment providers. With the mantra WE KNOW FANS BEST, Two Circles engages with over 400 million sports fans globally every day.   Our expertise is further bolstered by experienced teams, many of whom come directly from professional sports. A quick glance at our client roster gives you an idea of our impact: we collaborate with leagues and organizations such as the Premier League, DFB, UEFA, Juventus Turin, the Ryder Cup, Paris 2024, World Athletics, Wimbledon, EA SPORTS, Formula 1, and World Rugby—as well as numerous global brands.   Why the sports industry matters?   Two Circles takes a holistic view of the global sports market, which is one of the most resilient & rapidly growing industries today. Sports rights alone are expected to generate revenues of up to $260 billion in the next decade—a near 50% increase. Investing in this space is not just smart; it’s strategic - not every organization will be part of the growth but we know how they will be part of it.   Two Circles in Germany and beyond   In September, we opened our German office in Cologne with an initial team of around 20 specialists. Globally, Two Circles operates out of 14 locations across Europe, North America, and Australia. In the short time since I’ve joined, we’ve already acquired two additional companies: KORE Software, a leader in fan and partnership intelligence, and Spring Media, a specialist in media and rights management. Our services now span rights management, marketing & consulting, creative content production and distribution, as well as cutting-edge technological solutions.   "Nurturing Lifelong Fandoms"   This is the essence of what we do in the sports business: creating and sustaining lifelong connections between fans and the sports they love. I’ll be sharing more insights in the days & weeks ahead—stay tuned for what’s next.

𝗖𝗔𝗦𝗘 𝗦𝗧𝗨𝗗𝗬: 𝗛𝗶𝘀𝗲𝗻𝘀𝗲’𝘀 𝗠𝗮𝘁𝗰𝗵-𝗪𝗶𝗻𝗻𝗶𝗻𝗴 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲 𝟮𝟬𝟮𝟰 𝗨𝗘𝗙𝗔 𝗘𝘂𝗿𝗼𝗽𝗲𝗮𝗻 𝗖𝗵𝗮𝗺𝗽𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀   Hisense has always believed in the power of strategic partnerships, and the collaboration with the 2024 UEFA European Championships on the Optus Sport platform has proven to be a match-winner. This partnership wasn't just about visibility; it was essential in embedding the Hisense brand into one of the world’s most prestigious sporting events. The decision to partner with the Euros was driven by Hisense's strategic vision to dominate the broadcast space during peak sports viewership, aligning with its broader global Euros partnership. The Euros provided a platform to engage with a passionate, diverse audience and helping to boost brand awareness. Hisense's partnership was expansive, with integrations ensuring omnipresence throughout the tournament. Hisense achieved strong video integration with first PIB live match billboards and additional reach across ancillary billboards (catch-up). Notably, Hisense featured in Golden Breaks (special commercial slots placed before first and second half kick-off in each match) with the highly sought after Finals placement which delivered the second-largest audience ever recorded on Optus Sport. The most effective and brand-aligned integration was the Hisense Super-Screen. This integration allowed Hisense to showcase their alignment in a dynamic and visually compelling way, enhancing the viewer experience by associating the brand with cutting-edge technology and high-quality entertainment. This deep verbal and visual integration from commentators and reference to the 'Hisense Super-Screen' during pre/half/post-match content was an unmatched brand and product alignment, amplified throughout every facet of the broadcast. Gemba research revealed significant increases in brand awareness, familiarity, and consideration among Euros viewers. Hisense achieved the equivalent value of a 4-year partnership in just one month, surpassing all other major broadcast partners. The results highlighted the effectiveness of well-aligned sponsorships in building lasting brand awareness. The partnership has been a resounding success, delivering exceptional value and setting new standards for brand integration in sports marketing. As Hisense continues to build on this momentum, future sponsorships will further strengthen the brand’s impact in the world of football and beyond.   𝗧𝗛𝗘 𝗥𝗘𝗦𝗨𝗟𝗧𝗦 • +116% over delivery on value • +89% over delivery on booked impressions • +433% over delivery within said and seen moments across Hisense Super-Screen integration • Spain vs England Final achieved the second largest audience ever recorded in Optus Sports history. • Brand uplift equivalent of a 4-year partnership, topping all major sponsors. Thanks to Kleanthis Mantzouranis Gideon Lui Davina Ly Julie Gabelich Ryan K. Vanessa Williams

⚽️[Sports Biz News]🇧🇷 Boosting Brand Value: Guarani FC Partners with Dafabet 🚀 Guarani FC of Brazil announces a main sponsorship deal with Dafabet. This partnership not only provides financial support but also aims to enhance Guarani's brand value. Dafabet's global reach will significantly contribute to the club's marketing strategy. Adriano Hintze from Guarani's marketing department believes this collaboration will bring great results for both the club and its fans. Dafabet's sponsorship head, John Cruces, expressed joy in partnering with Guarani during this crucial season and wished the club success. The sports betting industry in Brazil is rapidly expanding. In 2021, the gross gaming revenue (GGR) from sports betting reached approximately BRL 2 billion (around USD 390 million). With full regulation expected by 2024, the market is set for further growth. International betting companies like Dafabet will find it easier to strengthen their presence in Brazil, attracting a larger customer base. This partnership with Dafabet is not just about financial support; it is a strategic move to boost Guarani FC’s brand value. The club aims to leverage Dafabet’s global recognition and extensive reach to enhance its own marketing efforts. This collaboration is expected to elevate Guarani FC’s profile both domestically and internationally, attracting more sponsors and partnerships. From a sports marketing perspective, this deal represents a significant opportunity for Guarani FC to grow its brand. By aligning with a globally recognized sports betting company, the club can tap into new marketing channels and engage a broader audience. Dafabet’s expertise in sports betting and marketing will provide valuable insights and resources to help Guarani FC achieve its branding goals. For the sports betting industry, this agreement strengthens Dafabet’s position in the Brazilian market. Partnering with a prominent football club like Guarani FC enhances Dafabet’s visibility and brand recognition, giving it a competitive edge in the expanding sports betting landscape. This collaboration also aligns with Dafabet’s strategy to increase its footprint in emerging markets, ensuring sustained growth and market penetration. In conclusion, the Guarani FC-Dafabet partnership is a win-win for both entities. Guarani FC stands to gain increased brand value and marketing opportunities, while Dafabet solidifies its presence in a burgeoning market. This strategic alliance highlights the growing synergy between sports organizations and betting companies, paving the way for future collaborations in the sports industry. #glocalsportsnews #sportsmarketing #sportsnews #sportsbusiness #marketing #branding #pr #brandingstrategy #marketingstrategy #prstrategy #businessstrategy #advertising #sportsbetting #brazil #soccer #football #GuaraniFC #Dafabet #SerieB