Creating a sports sponsorship framework

This article is part of a series of articles on creating a sports sponsorship framework. Read more.

Why it matters

Media consumption habits are rapidly evolving, and this includes sports viewing. While TV remains the primary device for live coverage, brands can activate coverage through a multitude of new video, audio and experiential content formats.


  • Despite the fragmentation of sports audiences across devices, TV remains the preferred platform, with 85% of all sports viewing still live.
  • Broadcast sponsorships can be extended to include bespoke on-demand content, podcasts or weekly round-up shows using a media partner’s studio and talent.
  • Marketers can use digital and social content to engage otherwise hard-to-reach audiences and boost awareness of sponsorships.