⚽️A guide to Sports Marketing - Evolution, strategy and measurement [VIDEO]

Dear Marketeers,

I hope you’ve had a great couple of weeks.

This edition is a standout, featuring my conversation with Mark Gilbert, founder of First Team and a leading expert in sports marketing.

Mark is a seasoned consultant specialising in marketing, brand, and content strategy for the sports and technology industries. With a career spanning over two decades, Mark has held leadership positions at renowned organisations such as News UK, The Football Association, and Virgin, as well as a range of top-tier agencies. He is the founder of First Team, a network marketing consultancy that provides tailored analytics, brand development, and communications solutions to agencies, sports teams, and start-ups.

Mark’s expertise has seen him collaborate with world-class brands, including FIFA, AS Roma, The European Club Association, and The R&A. Known for his ability to address complex challenges, Mark often builds and leads bespoke teams to drive innovation and achieve measurable results. His work at IMG, WePlay, and Laureus underscores his track record in elevating digital strategies, content creation, and audience engagement.

Please check out our discussion below 👇

Here is a breakdown of what we spoke about:

This transcript was generated using Fireflies.ai:

• Introduction and Career Overview

  • Andy Francos introduces Mark Gilbert, a longtime friend and sports marketing expert

  • Mark provides career overview: News UK, The FA, Virgin Bet, and current role as consultant Highlights experience with major sports organisations and events (FIFA, UEFA, Arsenal, AS Roma)

• Evolution of Sports Marketing 

  • Discusses shift from traditional to digital marketing in sports

  • Emphasis on multiple channels and global audience reach

  • Highlights challenges of managing numerous platforms with limited resources

  • Discusses importance of fan engagement and personalisation in marketing

• Trust and Relationships in Sports Marketing

  • Emphasises importance of building trust with players and internal stakeholders

  • Discusses challenges of introducing digital content strategies in traditional organisations

  • Highlights the value of long-term embedded content teams in sports organisations

• Brand Partnerships and Audience Alignment

  • Discusses the process of aligning brand values with potential sports partners

  • Highlights the importance of authenticity in brand partnerships

  • Discusses the use of data and analytics in identifying target markets for sports organisations

• Measurement and ROI in Sports Marketing

  • Discusses challenges of measuring ROI in sports marketing campaigns

  • Highlights importance of setting clear business goals and benchmarks

  • Discusses the use of various metrics including engagement rates and brand awareness

• Fan Experience and Technology

  • Discusses the integration of AR and VR in sports marketing

  • Highlights examples of innovative fan engagement strategies (FIFA+ app)

  • Discusses the changing nature of sports consumption and the rise of shorter-format sports

• AI and Future of Sports Marketing

  • Discusses the potential and challenges of AI in sports marketing

  • Highlights concerns about AI's impact on human creativity in content creation

  • Discusses the potential for AI to streamline administrative tasks in marketing

• Case Study: AS Roma 

  • Discusses Mark's experience working with AS Roma on content monetisation strategy

  • Highlights the process of analysing and scoring content for commercial partnerships

  • Discusses the importance of trust and relationships in executing content strategies

• Future of Sports Marketing

  • Discusses potential changes in sports formats to adapt to changing consumer habits

  • Highlights the importance of balancing innovation with tradition in sports marketing

  • Emphasises the ongoing importance of authentic fan experiences in sports marketing

As always, I’d love to hear your thoughts in the comments, and if you enjoyed the discussion, feel free to share it with others!

Until next time,
Andy