E7: Sport’s Missing Billions

Sport’s missing billionsGlobal brand spend on sports sponsorship will grow four per cent this year to £35 billion (US$46 billion), according to recent findings from Two Circles. But the report made the controversial claim that sports properties are missing out on an extra £14 billion due to unsold inventory, unreported engagement and outdated rights packaging.We ask the report’s author Phil Stephan where he got his numbers from and what he thinks rights holders can do to plug the gap. It’s a conversation that takes in many of the current dilemmas facing sports decision makers on all sides of the business, from the challenges of digital marketing, the role of creative in sponsorship activation and whether content marketing is living up to the promise of driving greater brand engagement.Unofficial Partner is a sports business publishing consultancy.  To find out more visit our website.Unofficial Partner is the leading podcast for the business of sport. A mix of entertaining and thought provoking conversations with a who's who of the global industry. To join our community of listeners, sign up to the weekly UP Newsletter and follow us on Twitter and TikTok at @UnofficialPartnerWe publish two podcasts each week, on Tuesday and Friday. These are deep conversations with smart people from inside and outside sport. Our entire back catalogue of 500 sports business conversations are available free of charge here. Each pod is available by searching for ‘Unofficial Partner’ on Apple, Spotify and every podcast app. If you’re interested in collaborating with Unofficial Partner to create one-off podcasts or series and live events, you can reach us via the website.