Although television continues to dominate — as both a distribution platform for sports content and an advertising medium for marketers who attach their brands to sports properties — online and mobile platforms are quickly evolving and becoming an important part of the media and marketing mix.
eMarketer estimates that US advertising spending at sports-related Websites will grow from $407 million in 2006 to reach $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. "Websites that successfully leverage these functions will deliver loyal, targeted audiences to sports marketers."
As a percentage of overall sports advertising, the Internet's share will double to 10% by 2011, up from 4.9% 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.
According to a January 2007 Adweek poll, sports ranked second — behind celebrities — as the best subject matter for an ad-supported Website.
"Marketers are increasingly using the Internet to optimize sports-related advertising," says Mr. Verna. "Integrated campaigns are now the rule rather than the exception."