When "sports marketing" was coined in 1979 it operated on two channels: TV advertising and on sight. But now it’s become a multi-channel platform. Brands are stepping up to the plate and offering integrated campaigns to deliver against that. 

1. KATSHAFER&JASONLANGWELL
UNITEDSTATESOFSPORTS:PART2
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2. WHYSPORTS?
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3. REALTIMEISTHERIGHTTIME

4. WHYREALTIMEMATTERSTOFANS
GoTeam!
THEY WANT IT LIVE
• The unknown possibility of what happens next
• Enablement of second screen activity
• Being a part of the conversation as it unfolds

5. WHYREALTIMEMATTERSTOBRANDS
@ESPNResearch
DVR proof? 96% of ESPN viewing is done live
& 98% happens within 15 minutes of live.

6. ERWINPENLANDISMAKING
REALTIMEMATTERINSPORTS

7. @Dennysdiner
If it's any consolation Auburn fans, there
are 47 chances to win on the way home.
#BCSChampionship #BCS

8. MULTI-CHANNELCOMMUNICATIONPLATFORM
FORGENERATIONC(CONTENT)
When “sports marketing” was coined in 1979 it
operated on two channels: TV advertising and on
sight. But now it’s become a multi-channel platform.
Brands are stepping up to the plate and offering
integrated campaigns to deliver against that.

9. Beijing in 2008, Coke produced 3 ads and 6 posters.
London in 2012, Coke produced over 120 forms of content mobile apps, documentary
films – MOVE TO THE BEAT campaign, which actually cracked Ad Age’s viral video chart.

10. SPORTYTHINGSHAPPENINGINSPORTS
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11. Steady growth, but projected to only rise 4.3% in 2014.

12. Sponsorship growth is expected to exceed traditional
advertising (4.3 % vs. 2.8%) while spend on other forms
of marketing techniques are expected to grow 4.4%.

13. CATEGORIESPOISEDFORGROWTHIN2014
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14. ELECTRONICCIGARETTES
Tobacco companies are seeing a big
decline in sales for traditional products
and are coming out into the competitive
market of electronic cigarettes.
• Mistic + KVSH Racing IRL
• Vuse + Denver Fashion Week

15. ONLINEGAMBLING
Right now there are only 3 states
where online gambling is legal, but
that is on the rise for 2014.
• Partypokers + 76ers + Devils

16. BEAUTYBRANDS
Not a new tactic, but projected to
get more competitive.
• P&G (CoverGirl) + NFL
• L’Oreal + NHL

17. USAGE-BASEDAUTOINSURANCE
Auto Insurance has always had a
sponsorship presence but with new
insurance plans based on how far you
drive, how many miles you drive, how
often, this usage-based category has
been created.
• Travelers + Rock-n-Roll Marathon

18. CRUISELINES
After a rough year they need help
driving awareness to a new ship, new
type of ship or a new port.
• Carnival + Saints + Rangers
• Norwegian + Knicks + Radio City

19. Erwin Penland - Proprietary and Confidential
FoodForThought
Food For Thought is Erwin Penland's thought leadership
platform.
It began six years ago with a three-day annual symposium
celebrating the intersection of food, creative thinking,
entrepreneurialism and social responsibility through events,
discussions and of course, dining.
The fully experiential gathering is crafted to inspire dialogue and
debate among prominent entrepreneurs, business leaders and
creative thinkers from around the country—showcasing
how creativity is paramount to success in every organization, and
in fact, in life.
The platform itself has been extended into quarterly client
sessions, internal agency training programs, research and
marketing trend presentations.
For more information:
Joe Saracino
Chief Marketing Officer
Erwin Penland
joe.saracino@erwinpenland.com
Erwin Penland
erwinpenland.com
@erwinpenland on Twitter and Instagram
facebook.com/erwinpenland
Food for Thought Conference
foodforthoughtconference.com