In today’s constantly advancing digital landscape, the transformation of media assets in the world of professional sports has never been more apparent. Global sports fans now stream live sports through digital platforms, while sports viewership has become a multi-screen experience, with nearly half of sports watchers simultaneously interacting with other live content. Against this backdrop, savvy brands are embracing digital media more than ever to optimize their reach and grow their bottom line.

In women’s sports, a whopping 61% of deals now include a digital component, and brands like Google are seizing the slew of opportunities presented by female athletes’ snowballing momentum.

On the social media front, tennis athletes’ impressive ability to engage fans and cultivate loyal followers offers marketers a valuable and arguably overlooked chance to connect with new audiences. Speaking of unrealized opportunities, YouTube has emerged as a curiously underused asset: less than 50% of pro sports teams currently have an integrated YouTube sponsor – underscoring the tremendous potential it presents to brands to stake a claim in the digital world.

As the soaring popularity of esports continues unabated, video game sponsorships are multiplying, as a growing number of brands opt exclusively for in-game virtual signage over assets in brick-and-mortar venues.

And as AI and machine learning enable more precise targeting and understanding of individual preferences, their impact on sports marketing can’t be overestimated – and will compel brands to forge deeper connections with fans through personalized content and hyper-tailored experiences in an increasingly competitive media landscape.

For all these reasons and more, we’re excited to unveil our the Power of Media in Sports Sponsorships Report. Authored jointly by SponsorUnited’s Marketing, Analytics, and Business Intelligence teams, it delivers an in-depth analysis of more than 15,500 brands, 1,400 athletes, and 1,100 properties between leagues, teams, athletes, and brands from April 1, 2022, through April 1, 2023.

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