We surveyed marketing leaders at 100 brands - from Nike, McDonald’s and Visa to Samsung Electronics and PepsiCo – to uncover the winning strategies and innovative tactics that will define sports marketing success in 2024.

Where are brands spending their budgets right now? What are the biggest challenges facing sports marketers today? And what channels present the biggest opportunity ahead of an exciting sporting summer?

Exclusive insights include:

• 82% of brands say awareness is a primary objective when targeting sports fans
• 78% don’t yet have a first-party data strategy for fans, but 42% say it’s a top priority
• 52% of brands say they spend biggest on TV and streaming; 12% say DOOH and CTV

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