Sony Pixel Power calrec Sony

Marketing and Advertising Lessons From 2020 That Could Make a Difference in 2021

29/12/2020

Marketing and Advertising Lessons From 2020 That Could Make a Difference in 2021 By Ken Kerschbaumer, Editorial Director

Monday, December 28, 2020 - 12:47 pm

Print This Story | Subscribe

Story Highlights

If 2020 taught us anything, it was that the world of sports found a way to get through the pandemic with creativity, innovation and sheer force of will. It also doesn't hurt that the advertising dollars that fuel professional sports were that giant incentive to keep leagues, owners and fans aligned and the athletes on the field. Here too, we saw major innovations and creativity in sports marketing and advertising as brands found new ways to reach sports-hungry consumers. But how does the unique experience of 2020 shape the path forward into 2021? And how will next year be different - and perhaps represent a new normal - for sports marketers?

Matt Voda, OptaMine Software, CEO

Like almost every industry on the planet, much of what the 2021 sports marketing model will look like is predicated on how well the pandemic is controlled. Whether it be a vaccine, therapeutics or a combination of both, sports marketers will chiefly be concerned with whether or not teams are able to fill stadiums. That is a determinant as to whether marketers can rely on in-stadium advertising like scoreboard-related sponsorship or event activation.

But that's not the only consideration. Even after the pandemic is controlled, those looking to identify potential in-stadium activations will need to weigh whether the economic impact of the pandemic will cause a dip in demand for tickets in 2021.

For this reason, brands will also shy away from on-premise sponsorships. A brand's logo on the scoreboard doesn't matter if nobody sees it. Leagues, teams and broadcast networks will need to continue innovations in virtual and augmented realities, digital signage and second-screen in-game experiences to offset uncertain on-premise investments. Will 2021 be the year that brands' logos start to appear on all players' jerseys across all of the major American sports leagues? The Magic 8 ball says signs point to yes. And leagues trying new, innovative advertising mechanisms will look to the NBA for guidance on effectiveness as they lack their own ability to prove to brands that these innovations actually work. In this way, it will be a year of transition where the technology innovation outpaces the brands' ability to measure effectiveness. Expect 2022 to reconcile this disconnect, and continue the reshaping that began in 2020.

Unquestionably, though, the smart brands that shape their advertising plans with a foundation of flexibility will see success. Flexibility in 2021 means shifting more spend to digital, which can be turned off and on more precisely depending on the circumstances inside the stadiums. Flexibility also means that contracts and agreements allow brands to alter, adjust and opt-out of commitments if the market finds itself in wildly swinging and highly uncertain recovery mode. Lead times will be highly compressed, and advanced buys will disappear.

Ultimately behavior of audiences - in this case sports fans - will be that guiding North Star for marketers. What 2020 proved was that fans were starved for sports content, literally, of any kind. Adding to that phenomenon is the legalization of sports gambling. Several states have already legalized it with more state-specific legislation expected in 2021.

Regardless of how the in-stadium experience is impacted, the legalization of sports gambling increases engagement in second-screen experiences and overall across sports. That could present opportunities regardless of how the in-stadium experience is affected by the pandemic.

Audience engagement - and where they are engaged be it at the stadium or on their couch - is the critical piece to this puzzle.

Fans are the glue that make this whole market work and all participants need to do the right things for the audience. What 2020 proved is that when leagues did right by fans, they showed up - well, virtually anyway. And what that tells us all is that even when things are terrible, and in 2021 they could still be very bad, the fans make it all work, and make it all worthwhile.

Matt Voda is CEO at OptiMine Software, a leader in Cloud-based cross-channel marketing analytics and optimization. He's helped sports properties like the NBA measure the national TV ad impact on national broadcast TuneIn ratings. He joined the company from United Health Group, where he led consumer marketing and analytics within the $40B Optum division, developing and deploying sophisticated analytics-driven approaches to yield significant gains in consumer engagement and ROI. Matt also spent 11 years at Digital River as VP of Product Management, helping develop the world's first cloud-based e-commerce platform.
LINK: https://www.sportsvideo.org/2020/12/28/marketing-and-advertising-lesso...
See more stories from svg

Most recent headlines

05/01/2027

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be demoed at CES 2026

Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...

04/08/2026

Dalet Announces Commercial Availability of Dalia, Bringing Media-Aware Agentic AI to Enterprise Productions

Dalet, a leading technology and service provider for media-rich organizations, t...

04/07/2026

Detective Conan: Fallen Angel of the Highway Opens in Dolby Cinemas Across Japan, Presented in Dolby Atmos and Dolby ...

April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...

01/06/2026

Dolby Sets the New Standard for Premium Entertainment at CES 2026

January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026 Throughout the week, Dolby brings to life the latest innovatio...

02/05/2026

Dalet Flex LTS Delivers Smarter Search, Faster Editing, and an AI-Ready Foundation for Modern Media

Dalet, a leading technology and service provider for media-rich organizations, t...

01/05/2026

NBCUniversal's Peacock to Be First Streamer to Integrate Dolby's Full Suite of Premium Picture and Sound Innovations

January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...

28/04/2026

Nielsen and Triton Digital Collaborate to Bring Greater Visibility to Podcast Audiences in Nielsen's Media Impact Tool

Triton Digital's Podcast Metrics Demos+ Data Integration Enables Comprehensi...

28/04/2026

Paramount Skydance Will be 49.5% Foreign Owned After WBD Merger

Share Copy link Facebook X Linkedin Bluesky Email...

28/04/2026

KEET PBS Deploys PMVG TechBundle Services To Modernize Operations

Share Copy link Facebook X Linkedin Bluesky Email...

28/04/2026

TAG Video Systems Lens Wins Industry Awards for Cutting T...

TAG Video Systems, the leading IP-native Realtime Media Platform, today announced that Lens, its visual service health interface for broadcast operations, recei...

28/04/2026

AIMS Wins NAB Show 2026 Product of the Year Award for IPM...

Open AV-over-IP Standard Recognized in IT Networking/Infrastructure and Security Category The Alliance for IP Media Solutions (AIMS) today announced that the ...

28/04/2026

VFX History: Slit Scan

VFX History: Slit Scan Graham Quince April 28, 2026 0 Comments How did 2001: A Space Odyssey, Star Wars, Doctor Who and Star Trek: The Next Generation...

28/04/2026

These DaVinci Resolve Effects Will Make You a More Creative Colorist

These DaVinci Resolve Effects Will Make You a More Creative Colorist Kasia Jarco April 28, 2026 0 Comments Creativity in color grading is not about ha...

28/04/2026

A Simple Introduction to Cavalry: Indexed Circle

A Simple Introduction to Cavalry: Indexed Circle Simon Ubsdell April 28, 2026 0 Comments In this new introductory tutorial for Cavalry we're going...

28/04/2026

Rise Upskill - Applications Now Open for Free Global Trai...

Rise, the award-winning advocacy group for gender diversity in the broadcast and media technology sector, is pleased to announce a new global training programme...

28/04/2026

Clear Com Announces New Roles for Brian Grahn and Ben Tur...

Clear-Com has appointed Brian Grahn as Market Outreach Manager of the Americas and Ben Turnwell as Business Development Manager for EMEA live, expanding their ...

28/04/2026

LiveU Steps into the Future at MPTS 2026 with the Introdu...

LiveU is inviting MPTS visitors to step into the companys new Q Era on Stand D32, at The Grand Hall, Olympia, London (May 13-14). The company will showcase its ...

28/04/2026

IBC launches 2026 Innovation Awards to spotlight real-wor...

IBC today announces the launch of the IBC2026 Innovation Awards, with nominations now open for projects, programmes and initiatives that exemplify breakthrough ...

28/04/2026

WNBA to Stream All Preseason Games for Free

Share Copy link Facebook X Linkedin Bluesky Email...

28/04/2026

Nexstar Media Charitable Foundation Sets 30 Days of Giving'

Share Copy link Facebook X Linkedin Bluesky Email...

28/04/2026

Sinclair's Chief Compliance Officer Jeff Lewis to Retire

Share Copy link Facebook X Linkedin Bluesky Email...

28/04/2026

Nielsen Introduces Predictive Sales Lift' Tool

Share Copy link Facebook X Linkedin Bluesky Email...

28/04/2026

Sencore's VB440 Monitoring, Analysis Tool Debuts at NAB Show

Share Copy link Facebook X Linkedin Bluesky Email...

28/04/2026

Pinterest Makes a Major Push into CTV Advertising

Share Copy link Facebook X Linkedin Bluesky Email...

28/04/2026

Introducing Nx 3-Strip v2 - A Physics-Based Technicolor Reconstruction for DaVinci Resolve

Introducing Nx 3-Strip v2 - A Physics-Based Technicolor Reconstruction for DaVin...

28/04/2026

Into the Omniverse: Manufacturing's Simulation-First Era Has Arrived

Editor's note: This post is part of Into the Omniverse, a series focused on how developers, 3D practitioners, and enterprises can transform their workflows ...

28/04/2026

NVIDIA Launches Nemotron 3 Nano Omni Model, Unifying Vision, Audio and Language for up to 9x More Efficient AI Agents

AI agent systems today juggle separate models for vision, speech and language - ...

28/04/2026

RT NEWS ANNOUNCES SEAN WHELAN AS NEW LONDON CORRESPONDENT

RT News is pleased to announce the appointment of Sean Whelan as its new London Correspondent. Sean has held the role of Washington Correspondent for the last...

28/04/2026

Six well-known figures delve into the 1926 Census archive

Joseph O'Connor, Eileen Walsh, Louise Duffy, Mick Lynch, Gormfhlaith N Thuairisg and Dermot Bannon take a personal look at life 100yrs ago in new TV docume...

27/04/2026

CES Power Acquires Three Ireland-Based Businesses

CES Power, a provider of infrastructure for live events, has announced the acquisition of three Ireland-based businesses: GH Energy Rental Ltd, Event Power, and...

27/04/2026

Fubo to Launch Multiview on Select LG TVs Ahead of 2026 Football Season

FuboTV Inc. has announced it is developing its Multiview feature for the Fubo streaming service on select LG TVs, including 2024, 2025, and newer 4K and 8K mode...

27/04/2026

Shade Raises $14 Million in Funding Round Led by Khosla Ventures

Shade, a file management platform for creative teams, has announced a $14 million funding round led by Khosla Ventures, Construct Capital, and Bling Capital, br...

27/04/2026

AES to Present Immersive Audio Academy 12th Edition on April 30

The Audio Engineering Society (AES) will present the Immersive Audio Academy 12th Edition - Immersive Audio in All Flavors - on April 30, 2026, at 12:00 p.m. ...

27/04/2026

DAZN Launches DAZN48 Creator Program for FIFA World Cup 2026

DAZN has announced DAZN48, a creator program for the FIFA World Cup 2026 that will recruit 48 creators - one representing each of the 48 qualified nations - to ...

27/04/2026

FloSports Acquires Streaming Rights to Four CrossFit Events

FloSports has announced exclusive streaming rights to four CrossFit competitions: Legends Del Mar: CrossFit Semi-Finals, Magic City Games, NorCal Classic, and t...

27/04/2026

NAB 2026: Telestream Pulse Named NAB Show 2026 Product of the Year for Monitoring and Measuring

Telestream has announced that Pulse, its software-defined test and measurement p...

27/04/2026

NAB 2026: Shade Wins 2026 NAB Show Product of the Year Award

Shade has announced it is a Cloud Computing and Storage winner in the 2026 NAB Show Product of the Year Awards. Winners were selected by a panel of industry exp...

27/04/2026

SVG All-Stars: Kelsey Kjeldsen, Senior Director and Video Ads Platform Lead, DTC Products, Tech, and Operations, NBA

Leading the NBA's video-ads platform, this Penn State grad is at the forefro...

27/04/2026

DAZN Extends T100 Triathlon World Tour Rights to Africa

DAZN has expanded its international broadcast rights for the T100 Triathlon World Tour to include Africa. All races from the T100 calendar will be available for...

27/04/2026

NAB 2026: NAB Show Announces 2026 Project and Product of the Year Award Winners

NAB Show has announced the recipients of its 2026 Project of the Year and Product of the Year Awards at a ceremony at the Las Vegas Convention Center. Each wi...

27/04/2026

DIRECTV Launches on Meta Quest Headsets as Sports Season Heats Up

DIRECTV has launched on Meta Quest headsets, becoming the first MVPD to offer live TV through the platform. The timing coincides with the stretch run of the MLB...

27/04/2026

TBL Team Boxing League and MSG Networks Announce Broadcast Partnership

TBL Team Boxing League has announced a broadcast agreement with MSG Networks to air all remaining Season 4 fights live across MSG's television and digital p...

27/04/2026

Audio Exhibitors Showcase New Platforms, Innovative Solutions for Complex Issues

IP integration, interoperability, growth of intercommunications were key concerns for vendors and visitors alike Attendees at the recently concluded 2026 NAB S...

27/04/2026

Behind The Mic: Kenny Beecham to Launch NBA Radio Show on SiriusXM; Mike Tomlin to Join NBC Pregame Show

Behind The Mic provides a roundup of recent news regarding on-air talent, includ...

27/04/2026

On the Show Floor, the Microphone Is Still the Place Where Audio Begins

A pro-audio emphasis, spectrum changes, and on-field audio mark the new products and enhancements to existing offerings Microphones remain the primary point of...

27/04/2026

NAB Show 2026 In Review: Our Complete Collection of Video Interviews with Industry Thought Leaders

The Sports Video Group team was all over the NAB Show floor out in Las Vegas las...

27/04/2026

Svenska artister genererade nra 2 miljarder kronor frn Spotify under 2025

N r Spotify grundades f r 20 r sedan dominerades musikmarknaden av illegal nedladdning. Sedan dess har streaming bidragit till att teruppr tta betalningsvilja...

27/04/2026

Introducing Fitness With Spotify: A New Way to Bring Movement Into Your Daily Routine

Time on Spotify should feel meaningful and intentional, not something that slips...

27/04/2026

Brainworx release bx_tonebox

New modular multi-effects plug-in revealed The latest plug-in from Brainworx delivers a modular set of effects designed to offer a convenient alternative to...

27/04/2026

Desert Island Boom Set from Schoeps

Kit includes supercardioid & shotgun capsules High-end mic manufacturer Schoeps have recently introduced another member of their Desert Island Set family. O...