Partnerships and data in sports marketing: FCB, NBA, Nielsen and Rakuten

May 18, 2018
by Rakuten.today
Partnerships and data in sports marketing: FCB, NBA, Nielsen and Rakuten

At the recent New Economy Summit 2018 (NEST) in Tokyo, a diverse group of panelists representing FC Barcelona, NBA, Nielsen Sports and Rakuten assembled to discuss trends in global sports marketing, particularly the art and science of successful corporate partnerships. While agreeing on the importance of data in decision-making, the panelists also honed in on the importance of values that are shared by both the club or athlete and the sponsor. Sports and sponsorships have long gone hand-in-hand. A sponsor may be aiming to enhance visibility and reputation, while a sports club is empowered to help finance the club’s operation. […]

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