It's generally agreed that for brands that place "family" at the heart of their marketing strategies, sponsorships need to reflect the values that help build an emotional connection with consumers. As the sponsorship market becomes increasingly competitive – and both sports properties and brands place more emphasis on community engagement and audience development – the importance of innovation among rights holders has never been greater.
This month's briefing explores the extent to which sport is an effective platform from which to engage family audiences, provide PR and community engagement opportunities, as well as boost brand awareness. We spoke to decision-makers at four brands that traditionally target a "family" audience; LV=, Engage Mutual Assurance, Everyone Active and Tesco Bank.