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4 Key Takeaways for Sports Rights Holders

Identifying and keeping a dedicated data strategy gives sports properties and media owners a concrete platform to connect with fans.

These connections can be amplified with ongoing data feeds from third-party data partners to get nuanced details on fan preferences, and that drives audience retention and growth strategies.

Sports properties need to find the right balance between short- and long-term sales objectives.

As with any balanced marketing strategy, sports properties and media owners should be keeping track of short-term revenue gain and audience development goals over a long-term period.

Every owner needs to identify specific objectives and then use what it knows about its audiences and meet them where they are with initiatives that both engage consumers and create business goals.

Athletes as influencers rugby

As detailed in this article, athletes are engaging directly with fans and they do so separately from teams, leagues and sports properties.

Athletes often have more social media followers and are trusted by their fans. Collaboration and shifting the structure of media rights deals—making it easier for athletes to share content, can only widen the reach and connection for the entire sports ecosystem.

As sponsorship sophistication rises, measuring effectiveness at every step is now expected by brands. Looking at ROI and sales is necessary for sports rights holders to remain relevant and secure marketing budgets from brands.