ONESIGHT 品牌全球化体育营销趋势洞察 丶 体育营销受众特征及内容消费分析 ● 触达体育消费者的三个途径、五大趋势 奥运会、欧洲杯等品牌营销案例拆解 o 。 2 · · · · . a 2017 ● ● 序言INTRODUCTION | --- | --- | |----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- ...

Industry Investment Rating - The report highlights the strong growth potential of the sports industry, with the global sports market expected to grow from $4801.2 billion in 2023 to $6298.1 billion by 2028, at a CAGR of 5.6% [6] Core Viewpoints - Sports marketing is a powerful tool for brands to break cultural and national barriers, leveraging the universal appeal of sports to connect with global consumers [3] - The sports industry is experiencing robust growth driven by increasing consumer interest, policy support, and rising brand participation [4] - Emerging trends in sports marketing include diversification of sponsorship types, integration of sports into daily life, and a shift towards online channels [5] Sports Industry Development and Marketing Trends - The global sports market is projected to grow significantly, with the sports events market expected to reach $525,825.1 million by 2033, growing at a CAGR of 7.8% from 2024 [9][10] - Governments worldwide are accelerating the development of the sports industry through supportive policies, recognizing its potential to drive economic growth and cultural exchange [11][12] - Brands are increasing their sports marketing budgets, with record-breaking ad spending during major events like the Super Bowl and Olympics [13] Global Sports Consumer Insights - The global sports fan base is expanding, with 1.8 billion sports fans worldwide, and the demographic is becoming more diverse in terms of age and gender [24][26][28] - Younger audiences (18-34 years old) are the most active consumers of sports content, while older audiences (55+) remain highly loyal [26] - Sports content consumption is diversifying, with traditional TV broadcasts still popular among older audiences, while younger generations prefer social media platforms [31][32] Sports Marketing Categories and Case Studies - Sports marketing can be categorized into event marketing, sports lifestyle marketing, and sports festival marketing, each offering unique opportunities for brand engagement [35] - Major global events like the Olympics and FIFA World Cup provide brands with massive exposure and opportunities to enhance their global presence [38][39] - Regional events like the European Championship and the Super Bowl are also effective platforms for brands to connect with local audiences [66][67] Recommendations for Chinese Brands in Global Sports Marketing - Chinese brands should diversify their sponsorship strategies, targeting not only global events like the Olympics but also regional and emerging sports events [99] - Brands should integrate sports topics into daily life, creating localized marketing campaigns that resonate with regional audiences [99] - Emphasizing online channels, particularly social media platforms, is crucial for reaching younger, tech-savvy audiences [99] Emerging Trends in Sports Marketing - The rise of niche sports and new events, such as eSports and extreme sports, is creating new opportunities for brands to engage with younger audiences [22] - There is a growing focus on female athletes and women's sports, with brands increasingly sponsoring female athletes and women's sports events [22] - The shift towards online sports marketing is evident, with social media platforms becoming key channels for sports content consumption and brand engagement [22][33]