Sports Marketing In The Digital Age: Opportunities & Challenges

The passion for sports has always had the unique ability to unite India’s diverse population. Whether it’s Surya Kumar Yadav hitting a six or Jemimah Rodrigues lifting the cup, the entire nation stands up and cheers together, like a team. This passion has long attracted brands to sports, but the rise of digital platforms has transformed how sports marketing is leveraged today. 

According to reports, sports marketing generated INR 15,000 crore in 2023, with cricket being the lion’s share of it. Once dominated by traditional media, sports marketing now thrives at the intersection of technology-embedded multi-media channels.  This digital evolution has unlocked new avenues for brands trying to stand out in a crowded marketplace. 

A Paradigm Shift: From Logos To Stories 

Brands are increasingly recognising that audiences connect deeply with the emotions behind sports, rather than just the game itself. Compelling storytelling has become the foundation of modern sports marketing, where the personal journeys, struggles, and triumphs captivate viewers as much as their performances. People who once felt disconnected from sports are now rallying behind athletes, inspired by their stories. 

The nation didn’t just celebrate India’s victory at the World Cup; we participated in every moment along the way. Hearts swelled when SKY made that stunning catch; when Virat returned to form just in time for the finals; and who could forget Hardik Pandya’s raw grief on the field. Globally, Roger Federer’s retirement moment alongside his greatest rival, Rafael Nadal, moved millions beyond just tennis fans. Success in sports marketing, comes from aligning with these stories that resonate deeply and build lasting impressions. 

The Digital Evolution 

The single biggest unlocking variable in sports consumption has been widespread internet access and the rise of OTT platforms. As of January 2024, the country had 820 million internet users and over 1.12 billion mobile connections. Affordable data plans have democratised access, reshaping how content is consumed. Platforms like JioCinema and Disney+ Hotstar have led this revolution, streaming key tournaments for free, and driving a surge in viewership. The growing value of digital rights over traditional television rights stands as testimony to the rising significance of streaming platforms for brand marketers. 

OTT Platforms Redefining The Viewing Experience 

OTT platforms are now a primary medium for viewers, offering flexibility, and on-demand viewing that cater to individual preferences. JioCinema broadcast the IPL in 12 languages showcasing its ability to cater to specific audiences. Pre-match analyses, behind-the-scenes insights, and supplementary content further enrich the viewing-experience for fans. It is a potent, relatively cost-effective, clutter-free opportunity to leverage for impact. 

Social Media & Snackable Content Formats: New Engagement Engine 

Social media has become the backbone of fan engagement, particularly among younger audiences. A 2023 YouGov report found that 47 per cent of Indian sports fans actively use social media to consume sports content, above the global average of 33 per cent. Social platforms are now the go-to spaces for not just fans, but also teams and athletes to engage about both - how a sport is played and how it is lived! Fans prefer “snackable” content, which fit into their busy lives and shorter attention spans. Shareable Stories, Highlights, GIFs and memes see a match living beyond stadiums today and are new-age marketing tools in themselves 

The Mobile-first Generation & Multi-screening 

The proliferation of a mobile-first mindset has increased demand for fresh content formats, tailored for an engaging viewing experience. Teams, leagues, and networks have responded by developing apps and features. These have added another layer of interaction, allowing fans to check stats, and chat with other fans across the world…all from their smartphones. This has opened a multitude of new, always-on opportunities. 

Building Communities & Creating Shareable Experiences 

Sports has always been about shared experiences. Digital platforms are now making it easier than ever for rights owners to build communities. Fantasy sports platforms like Dream11 are examples of this transformation. These immersive experiences enhance user enjoyment. On the other hand, they offer brands a personalised, impactful way to connect with their audiences. 

The Progression Of Technology & Data

As technology advances, the future of sports marketing lies in personalised, immersive experiences.  

With Virtual Reality (VR) fans will ‘step into stadiums’, surrounded by the roar of the crowd…while accessing real-time data on player performance, and purchasing the same gear worn by their favourite player. All this without ever leaving the livestream! 

Artificial Intelligence (AI) will revolutionise the delivery of personalised sports streams. Think flexibility to switch between different camera angles, track the movement of a specific player; real-time performance stats and predictive insights directly on screen; and location-agnostic social features that allow fans to interact with friends during a match! This level of customisation will change sports marketing. Advertising will see an acceleration of ads powered by AI algorithms. These will deliver contextually relevant content based on personal preference, with minimal viewing disruption.  

Sports organisations will further harness the power of first-party data, and build on it creating a single customer view across multiple touchpoints. This owned data will turn into the sports industry’s most valuable asset. 

While the opportunities are immense, they come with challenges. Brands must be agile and adapt to an ever-changing digital landscape. Success will lie not in merely sponsoring an event, but in creating authentic experiences that stay with fans long after the game. 

Sujala Martis

Guest Author Director-Consumer Marketing, Platinum Guild International-India