Summer of Sport
Fans worldwide are tuning into an action-packed calendar of sporting events.
Around 11,000 athletes will compete in the Paris 2024 Olympics, but “Bob the Cap Catcher” stole the show after retrieving a swimmer’s cap during the women’s 100-meter breaststroke. The unexpected hero caught the attention of millions with a viral video, magnifying the popularity and mass-market reach that sporting events bring. As brands know well, sport, popular culture, and fan experience are colliding like never before.
Embracing the authentic fan experience
From savoring strawberries courtside at Wimbledon to enduring the rain-soaked Olympics opening ceremony, fan experience varies widely. No matter the extreme conditions, countless fans are tuning in and cheering on their heroes this summer. Whether it’s buying memorabilia, getting tickets, or choosing a streaming service, sticking with verified channels enriches the fan experience and sustains investment in sport. Fake merchandise fails to match the quality and durability of the genuine article, and often has more damaging effects. Likewise, while the convenience of online media is popular, illegal streams can bring cyber threats and identity theft.
Navigating the surging interest in women’s sports
The game is changing for women’s sports, bringing new opportunities for everyone involved. ESPN drew 1.45 million viewers for the Wimbledon women’s final, up from 1.33 million the year before. Paris 2024 is the first Olympic Games with equal numbers of female and male athletes competing – a huge step for inclusivity in sports. But with great value comes new vulnerabilities. Building a brand in this market is complex, especially with the threats of fakes and content piracy. Rights owners and brands need to figure out how to tackle these challenges head-on.
Balancing fan engagement and content control
The Olympics, Paralympics, Euros, and Wimbledon draw viewers from around the world. Around 1 in 3 Olympics fans will be streaming the Paris 2024 games. The media rights for the Euros are set to surpass €1.1 billion, with a record number of countries broadcasting these events. But with all this attention, media pirates are circling. Piracy has long been a scourge for sports broadcasting where live events command massive viewer numbers. While standard takedowns can help brands maintain control over their content, a more balanced approach to pricing and content sharing can put piracy on the ropes and boost fan engagement.
Case Studies
Featuring the work we do with some of the world’s most respected sports and apparel brands
Imagined Brands
Imagined sports brands that explore the art of the possible with solutions that address real-world challenges
Securing a Heritage Brand: FERO’s fight against copycat products
Tee up for innovative solutions with FERO, a heritage golf equipment brand that strives to uphold their reputation in the face of modern challenges. Though the brand is imagined, the advanced design and sleek aesthetics might inspire your game plan.
From Concept to Reality: NOVA’s vision for a transparent future in sports footwear
Step into creative solutions with NOVA, a sports footwear brand that combines innovation and sustainability to elevate athleticism. Despite the fictitious brand story, the advanced technology and modern aesthetics may inspire new strategies.