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3 Questions for Commercial Directors in Sport (and 1 Fact)

In 2020 for the first time ever, over 50% of global advertising spend was digital. The world is changing at a pace that makes the industrial revolution seem positively glacial.

Hardly surprising. I’m one of the billions of people walking around holding a tiny computer in my hands that is 100,000 times more powerful than those that were used to send an astronaut to the moon. 


Question 1 – Do you know how much time you spend on your phone per day? 

The average is 3 hours and 20 minutes, and I freely admit that I spend more time on it than that.

I’ve checked, and it is (ahem) – more. 

So, what are we doing on our phones? On average we spend over 2 hours a day on social media. Again – hardly surprising. Especially now.

Question 2 – Have you ever tried to count how many ads you are served per day? 

Not much of a hobby I grant you, but try doing it. I stopped after the first hour, already at the hundred ad mark.

I am so ad fatigued, I barely notice ads anymore. 

Human beings don’t belong in a vacuum. We’re pack animals with a natural instinct to create and maintain connections. 

So, whatever your view on social media and its societal impact, it does provide those connections. 

We all know the social media giants use all sorts of strategies to get us hooked – successfully.

TikTok should come with a health warning, “Make sure you have nothing urgent to do for the next 30 mins before you click”.

Question 3 – Are your sponsorship assets aligned with this new era?

We speak daily to commercial and sponsorship directors at clubs and teams across all corners of the world, and the resounding message is that sponsorship revenue is under severe pressure. Without fans in the stand, traditional sponsorship assets are simply not performing. 

So, how do sponsors get our attention and reach us with messages that genuinely move the dial for their business. 

Fact: Influencer marketing is the highest growth area of digital marketing spend.

Athletes and players are influencers. As the commercial director of a team or federation, you’re sitting on an incredibly valuable sponsorship asset. 

So, if you want to know how to unlock this easily then simply get in touch

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