Sports Marketing Moves Online

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Television may still dominate as a distribution platform for sports content and advertising platform for marketers, but online and mobile platforms are becoming growingly important part of the media and marketing mix.

eMarketer projects that U.S. advertising spending at sports-related Web sites will increase from $407 million in 2006 to $1.1 billion in 2011.

"The Internet promises to reshape the sports marketing landscape by offering sports fans instant and dynamic access to scores, news, trivia, statistics, blogs, bulletin boards, social networks, fantasy sports services, highlights and live game streaming," says Paul Verna, eMarketer Senior Analyst and the author of the new report, Sports Site Marketing: A Whole New Ball Game.

"Web sites that successfully leverage these functions will deliver loyal, targeted audiences to sports marketers."

The Internet’s share of overall sports advertising will double to 10 percent by 2011, up from 4.9 percent in 2006.

"As Internet sports advertising grows in dollar volume and as a percentage of overall sports advertising, US advertising professionals are taking note of the favorable climate toward ad-supported sports sites," says Mr. Verna.

Sports related sites ranked second behind celebrity sites as the best subject matter for an ad supported Web site, according to a poll from Adweek.

"Marketers are increasingly using the Internet to optimize sports-related advertising," says Mr. Verna. "Integrated campaigns are now the rule rather than the exception."


Sports Marketing Moves Online
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