183: Campaign podcast: sports and the changing nature of fandom

Campaign features editor Matt Barker is joined by Jenny Mitton, managing partner and women's sports lead at M&C Saatchi, Melissa Robertson, chief executive officer at Dark Horses and Will Mould, senior vice-president of experiential in Europe at 160over90, to discuss 2024's big sporting events, focusing on the Olympics and European Football Championships.

Chat centres around the idea that sports fans are becoming more niche and how brands can look to engage with this more fractured market, before turning to sponsorship and messaging. 

Finally, everyone looks forward to some intriguging sporting action throughout the remainder of the year, both in and out of the stadium.

Further reading:

https://www.campaignlive.co.uk/article/why-londons-olympic-branding-changed-game/1796670 

https://www.campaignlive.co.uk/article/olympics-golden-opportunity-brands-despite-reputation-risks/1856863

https://www.campaignlive.co.uk/article/natwest-tv-spot-team-gb-encourages-people-reach-goals/1862015

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