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Sports media in the era of fragmentation 

2024 is set to be a bumper year for sports media. The Summer Olympics and Paralympics arrive in Paris, meaning the first Games in a US-friendly time zone since Rio 2016. Men’s international soccer tournaments will take place in Asia, Africa, Europe and Latin America. The T20 Cricket World Cup arrives in the US for the first time. These competitions (and many more) will provide valuable opportunities for brands to reach their customers.

However, sport’s new media landscape poses dilemmas for brand advertisers.

Sport remains unrivalled as a means of achieving mass reach, and is one of the last providers of true ‘water cooler moments’. However, those enduring qualities are under threat as consumption fragments. Live rights are splintering across broadcasters, streaming platforms and mobile apps. Meanwhile, as younger fans are drawn to behind the scenes stories on social and streaming platforms, rights holders face a challenge in sustaining the economics of sport in the decades ahead.

This Global Ad Trends report will examine how sport fits into today’s media ecosystem, as well as the opportunities and challenges facing brands. It features commentary from sports media experts at Publicis, OMD, Snapchat and TikTok, as well as an exclusive interview with the International Olympic Committee. 

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