With COVID-19 having changed the way professional sport is played, now is the time for marketers to rethink how they approach sports marketing.
Social distancing restrictions have meant empty (or mostly empty) stadiums are now a norm. Fans are also getting used to seeing their favourite players in masks and listening to fake cheering.
But this doesn’t mean audiences aren’t enjoying the return of sport.
According to new research from Snap, the company behind Snapchat, 54 per cent of Australian Snapchatters are finding sports more meaningful than before, while 44 per cent believe sports matter to them because it brings them closer with friends and family.
The data also shows that users are using mobile apps like Snapchat as a ‘second screen’ while they watch sport on the TV.
While they’re watching a game, Australian Snapchatters send Snaps and Chats to their inner circle (38 per cent), watch friends’ Stories (27 per cent), post their own Stories (21 per cent) and check out Discover highlights and shows (16 per cent).
“This data shows strong engagement among Australian Snapchatters when it comes to sports,” said Snap’s General Manager for ANZ, SEA and HK.
“They’re using Snapchat as a second screen to enhance their sporting experience – viewing and sharing content with friends in a meaningful and engaging way.
“As in-stadium marketing opportunities are limited, it’s important for brands and content creators to understand the opportunity Snapchat can offer to sports advertisers on their second Snapchat screen.”