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How will brands adapt to rapidly evolving sports content and distribution formats?

Media Changes

Media Type Definition Examples The Role Threats Benefits
(the old way)
Traditional advertising
  • Television, radio, print advertising
  • Stadium rights
  • Display advertising
Brand pays to leverage connection with league or franchises
  • Declining response from savvy consumers
  • Getting above the noise in an increasingly cluttered media marketplace
  • Maximizes potential eyeballs
  • Total control of content
  • Total control of timing
(for those with the resources)
Brand controls the content and the channel
  • Red Bull TV
  • Regional sports networks owned by teams
  • Official Twitter and Facebook accounts
Create direct relationship between franchise or league and fans
  • Potential to be perceived as inauthentic
  • Low-quality execution
  • Slow to scale
  • Strong control
  • Versatility
  • Directly targets most passionate fans
(the Holy Grail)
Word-of-mouth: when consumers become the channel
  • Viral video
  • Social media not through official channels
  • Word of mouth
Allows fans to share information and reactions that are meaningful to them
  • Little control of message by brand owners
  • Can be brand negative
  • Scandals live on forever
  • Most credible and authentic
  • Low cost


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