The Strategy Of Brand Marketing Has Changed.

Recently, a research report shows that 94% of the world's fans are accustomed to watching sports events on TV.

In the UK and India, 26% (up 13% in 2011) and 64% of fans paid attention to sports through social media accounts.

Britain and Brazil each had 39% (up 21% in 2011) and 59% fans in sports content through mobile devices.

Of the British fans watching sports through mobile phones, 50% of them are under 35 and 27% are over 45 years old.

The average time spent by British fans on sports content is 7.5 hours per week, and 57% of British fans are male.

"The audience we are trying to attract has changed a lot."

"We launched the Rugby World Cup in 2011," said Gareth Griffiths, head of sports sponsorship at O2.

It includes sending a pie and a glass of milk to the fans' home at 8 o'clock in the morning, because the competition starts at that time.

Our marketing campaign for the 2015 Rugby World Cup is a virtual reality technology that allows fans and England rugby teams to experience training projects.

In 4 years, we pferred from pie and milk to virtual reality display.

The Griffiths example cleverly sums up the pformation of technology into sports sponsorship, which eventually connects with the Internet, while digital experience is no longer selective.

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And choosing all kinds of brands that cooperate with major sporting events (such as the Premier League, the FA Cup, the Champions League and the Rugby World Cup) must take into account the way the audience participates and reassess the channels they like.

The latest report by Perform Group, Kantar Media and SportBusiness, "Know fans" (Know Your Fan) shows that the number of British fans consuming sports content using mobile devices has grown staggering in recent years, from 21% in 2011 to 39% in 2014, while the percentage of people who use social media to watch sports has increased from 13% to 26%.

The data coincide with global trends, and this trend is

For example, India, Brazil and Russia are more significant. The proportion of online consumer sports content in these three markets accounted for 85%, 81% and 76% respectively.

But the sharp increase in the proportion of digital consumption is not at the expense of other channels.

Television is still the most mainstream media nowadays. 94% of the world's fans watch sports games on TV, accounting for 95% of the total in the UK.

Nick Keller, chairman of Sport Industry Group, believes that cross media strategy can help sports sponsors attract fans more directly and display input and output more clearly.

Nick Keller's company has set up an award called BT Sport Industry Awards (BT sports industry award), which is awarded annually as a sports business achievement award. O2, BMW, Marriott and Mars are among the sponsors of the category.