Inside Real Madrid's Game Plan For Digital Domination

Real Madrid  -  Over the last year, the club has brought on digital strategy agency Rebel Ventures, which also works with teams such as the Boston Red Sox, Liverpool Football Club, the Golden State Warriors, and more, and forged close ties with the likes of Facebook, Snapchat, Twitter, and others to put itself at the cutting edge of these platforms. So far, it seems to be working.

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143 million followers across its digital platforms.
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Less than 3% of Real Madrid's 87 million Facebook fans are located in Spain.
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Every facet of the sports business is trying to become a media or content company," says Howe. "You’ve got the broadcasters, the leagues, the teams, and even the players themselves. When you have every part of the sports ecosystem trying to establish themselves as media companies, you want to be able to get there first and plant a flag, to build a foundation for a leadership position. That’s why Real Madrid [is] working really hard to get in that position."
http://www.fastcocreate.com/3058820/infographic-of-the-day/inside-real-madrids-game-plan-for-digital-domination

What a $5 million Super Bowl ad can buy you in digital media (tl;dr: a lot)

Display ads currently sell for $1.90 per thousand impressions (CPM) in the U.S., according to email marketing company Monetize Pro. So $5 million would get you 2.63 billion impressions.

http://digiday.com/brands/super-bowl-50-5-million-can-buy-digital-media/ 

 

Digital marketing helps Adidas cut ties to sports bodies

The ever-increasing emphasis on sports stars, heightened by social media, is set to further leach cash from athletics.

Even before the doping scandal, it was struggling to compete for funding with other sports; apart from the Olympics, it lacks regular high-profile events that can turn athletes into household names beyond their home countries.

"Athletics isn't a merchandising machine like football is," said Pratt.

Although still far off, the Rio Olympics has a tiny fraction of the followers on social media of the World Cup, the Ultimate Fighting Championship (UFC) and the Tour de France, according to sports marketing research group Repucom.

Jamaican sprinter Usain Bolt, sponsored by Puma, is the only really global track and field star of the moment and is set to retire in 2017.
http://news.yahoo.com/digital-marketing-helps-adidas-cut-ties-sports-bodies-125157893--sector.html

NBC says Olympics ad sales on pace to exceed $1 billion

Television ad sales for the Rio de Janeiro Olympics in August are on pace to exceed the $1 billion spent during the London Olympics four years ago.
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Digital ad sales are expected to rise 50 percent from London as more people watch TV on smartphones and tablets.
https://flipboard.com/topic/advertising/nbc-says-olympics-ad-sales-on-pace-to-exceed-%241-billion/a-9B6ZrhKNTDyvScQ4AZmPUQ%3Aa%3A26228122-c86f811377%2Fapnewsarchive.com
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http://www.apnewsarchive.com/2016/Television-ad-sales-for-the-Rio-Olympics-in-August-are-on-pace-to-exceed-the-1-billion-spent-during-the-London-Olympics-4-years-ago/id-2fd3b0192d6f49fc842e42a913dafdfd

How the Daily Fantasy Sports Industry Turns Fans Into Suckers

For the first 10 months of 2015, DraftKings and FanDuel spent more than a combined $200 million on advertising, a surge that peaked at the start of the football season.
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In the small and tightly knit D.F.S. community, nearly every big-name player has a “content site,” which provides D.F.S. advice and analytics, or contributes to sites like Rotogrinders. Those sites generally have cost-per-acquisition agreements with DraftKings and FanDuel. Power players, broadcasters, content providers and DraftKings and FanDuel employees all overlap.
http://www.nytimes.com/2016/01/06/magazine/how-the-daily-fantasy-sports-industry-turns-fans-into-suckers.html?ref=technology

Routledge Handbook of Sports Marketing -  Book

http://www.bokus.com/bok/9781138823518/routledge-handbook-of-sports-marketing/
http://www.bloomberg.com/ss/08/10/1002_power100_panel/6.htm
http://www.coventry.ac.uk/research/research-directories/researchers/professor-simon-chadwick/