Football Brands Activate Less than 5% of Digital Inventory


Horizm, the digital assets platform, has researched the current state of the European soccer leagues and their campaigns in 2021 and 2022. The analysts have introduced a report, which includes one of the main conclusions – brands activated less than 5% of all digital inventory. Find more news on the GBC Time website.

The Brands in Football – The Digital Game research has demonstrated that this season 682 brands picked digital partnerships with the teams of:

  • the Premier League,
  • LaLiga,
  • Serie A,
  • Bundesliga,
  • Ligue 1,
  • Portugal’s Primeira Liga.

The Horizm researches have calculated that the football clubs of countries like France, England, Spain, and others have brought €75.6 million in total. The dominant method was the provided content on platforms like Facebook, Instagram, Twitter, and YouTube.

However, this sum is still lower, compared to the total digital inventory available. According to the report, the sum is more than €1.5 billion.

Talking more specifically, the video gaming provider EA Sports has got the biggest most activated value with €9.6 million through 22 different properties.

Primeira Lega has activated the biggest number of posts – 14 000. Talking about the highest percentage data, Serie A has become the first with its 12% available inventory.

The report also includes the statement of brands are able to use the emotional connection between fans and the teams for content providing. Such a format is supported by the Horizm Notes feature.

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