HOW BRANDS CAN USE SPORTING EVENTS TO SCORE NEW AUDIENCES

1. 8. 2024 A summer of sports gives marketers the chance to win big when it comes to audience engagement. But how can contextual advertising help them stay ahead of the competition?

PARIS 2024 OLYMPICS: SPORTS MEDIA IN THE ERA OF FRAGMENTATION

26. 7. 2024 The International Olympic Committee’s Jérôme Parmentier on Olympic viewing habits in the era of TikTok and Netflix, and what this means for media rights.

A GOLD MEDAL FOR ADVERTISING DOESN’T HAVE TO BE UTOPIA! SYSTEM1 GIVES ADVICE AND A HELPING HAND

24. 7. 2024 Not only athletes deserve to stand on the winners’ podium. Making an Olympic ad that catches the eye, is memorable, and generates amazing sales results is also worth a medal, at least an imaginary one.

HALF OF CZECHS ARE INTERESTED IN THE OLYMPICS, ATTRACTED BY ATHLETICS AND TENNIS. SPORTS COLLECTIONS APPEAL ESPECIALLY TO YOUNG PEOPLE

24. 7. 2024 The Olympic Games start in Paris on Friday. In the Czech Republic, 52 per cent of the population is interested in the Games. The Czech team's sportswear collection has been noted by 71 per cent of Czechs, and is particularly liked by young people. Half of the Czechs are interested, while in the host country interest is lukewarm The sporting event of the year starts in Paris this Friday. Research by Ipsos in 34 countries has shown significant differences in the level of interest in the Games. People in Asia are most interested in the Games (China 86%, Thailand 77%, Indonesia 75%), while people in Belgium (38%), Japan (40%) and Hungary (44%) are least interested.

OLYMPICS ADVERTISING: HOW TO STRIKE GOLD WITHOUT JUMPING THROUGH HOOPS

22. 7. 2024 The Olympics is a global phenomenon that captures the attention of audiences, brands and advertisers worldwide. With over three billion viewers tuning in for the 2020 Tokyo Games and similar numbers expected for the upcoming 2024 Paris Summer Olympics, brands have an exceptional opportunity to connect with a vast, diverse audience.

PREPARATIONS ARE DRAWING TO A CLOSE. THE SUMMER OLYMPIC GAMES ARE ALWAYS A CHALLENGE NOT ONLY FOR THE ATHLETES BUT ALSO FOR THE MARKETING DEPARTMENTS OF THE PARTNERS

19. 7. 2024 We are just days away from the start of the most spectacular sporting event of this year. The 2024 Summer Olympics in Paris are just around the corner and preparations are reaching their peak on all fronts. Fans are already studying the schedule, searching for the streaming platforms that will offer them the best coverage of each event. The athletes go into the finals after often more than a year of intensive preparation. Organisers are making the final touches and reassuring the public that they have done their utmost in terms of security to ensure the smooth running of the Games. And what about the Olympic team partners? Their marketing departments are racing to see who can put together the most creative campaign full of hope, motivation, and positive sportsmanship with the help of national heroes. The same applies to the Czech Olympic Committee and its most important sponsors. How have they managed this discipline during the past Olympics and what have they prepared for us this year? Czech Olympic Committee - Living London like John Cleese (2012) Traditionally, the Czech Olympic Committee, as the main carrier of the Olympic message in the country, airs its TV advertisements in the run-up to the Olympics. In 2012, it managed to engage a truly exclusive partner – British actor John Cleese, best known as a former member of the legendary comedy group Monty Python, and neurotic hotel manager Basil Fawlty from the Britcom Fawlty Towers. The campaign featured several spots in which Cleese takes the role of the viewer’s guide to Olympic and traditional London. Of course, he provides basic information on red phone booths, the five o’clock tea tradition, and a basic English language lesson. The COC has launched a total of ten spots featuring John Cleese, and interestingly, the actor has made one condition for his participation – that he will be actively involved in the scripting of all the adverts. The result is a unique campaign with an international star actor who excels in the art of dry British humour, which would be difficult to imitate by an exclusively Czech creative team. Czech fans couldn’t have asked for a better invitation to London.

THE OLYMPICS IS FIGHTING FOR YOUNG VIEWERS. SERVING THEM A VIDEO WITH A POPULAR SINGER AND LURING INFLUENCERS TO PARIS

18. 7. 2024 The Summer Olympics are trying to target Generation Z, who watch sports differently - often in short segments instead of live broadcasts.

HOW CAN BRANDS EFFECTIVELY REACH THE OLYMPIC AUDIENCE WITH CONNECTED TV ADVERTISING?

17. 7. 2024 With Paris 2024 just around the corner, Martin Wexler, (SVP channel partnerships at Acxiom), outlines why brands are putting connected TV (CTV) at the center of their Olympic marketing strategies. He also explains what you can do to achieve medal-worthy performance from your CTV campaigns.

ŠKODA, ČEZ, JÁGR, ČESKÝ LEV AND ČLOVĚK V TÍSNI. WHAT ARE THE MOST FAMOUS SPONSORSHIP BRANDS?

16. 7. 2024 The success of athletes goes hand in hand with the interest of Czechs in supporting professional sport, which maintains a high awareness of sponsorship among the Czech public. Engaging in supporting projects in the field of sustainability and environmental protection can be a safe bet in building a positive image.

2024 OLYMPICS COME ALIVE WITH MEDIA AI

9. 7. 2024 AI can’t compete, but, it can enhance and verify storytelling.

FOOTBALL EURO IN ADVERTISING: ENGLAND IS BEST IN EUROPE AT LEAST SOMEWHERE

24. 6. 2024 The group stage of the European football championship is reaching its climax and just as the Czech team's performance has not brought much joy so far, creativity is also lacking on the part of local brands. That's also why it's more interesting to look elsewhere in Europe to see what football campaigns have emerged.. Adidas – Hey, Jude The wish for all of England, articulated by the traditional prayer "Football's Coming Home", which reflects the desire to end the 58-year wait for a winning trophy, appears in a number of campaigns there. These are in many cases among the best of what has been produced for the Euros this year. Including an Adidas spot by New York agency Johannes Leonardo. On the one hand, years of disappointment, on the other, hope placed in a new generation led by Jude Bellingham. And as a logical bonus, the Beatles' "Hey, Jude" strumming the emotional chord (the ad is part of Adidas' global "You Got This" campaign).

DESPITE STREAMING’S INROADS, TENTPOLE TV VIEWING STILL DONE TRADITIONALLY

20. 6. 2024 According to Inscape’s Q1 2024 TV Market Trends report, nearly 80% of U.S. households’ viewing time for news was via cable, satellite or over-the-air antenna.

SURVEY USA AND EU: LIVE EVENT BROADCASTING IS PREFERRED CHOICE FOR 40% OF TV VIEWERS

18. 6. 2024 A new survey highlights the growing importance of live event programming, particularly sports, for the broadcast industry with the finding that live events are the preferred type of broadcast content for 40% of TV viewers around the world, proving more popular than any other type of programming.

STUDY USA: PARIS OLYMPICS TO JUMPSTART U.S. SVOD SUBSCRIPTIONS

10. 6. 2024 One-in-four American subscribers (29%) will sign up to a new streaming service to watch the Paris Summer Olympic Games this July. For those who already pay for at least one sports-themed streaming platform, the percentage jumps to 66%, according to new data from Bango, released in its new Going for Gold report.

WBD EXTENDS WIMBLEDON RIGHTS IN 11 EUROPEAN MARKETS

30. 5. 2024 The Championships, Wimbledon will continue to be shown on Warner Bros. Discovery’s (WBD) channels and platforms following a new long-term rights extension with The All England Lawn Tennis Club.

“THE MOST IMPORTANT THING FOR ME IS THE COMFORT IN THE STUDIO,” REFLECTS TV PRESENTER MARTIN ČERMÁK

29. 5. 2024 He started in television as a sportscaster, now he is a news presenter. How does he perceive the difference? "With the news it's different every day. The spectrum of knowledge, events and interviews is endless," he says. How did he experience our victory at the World Cup? Was it an experience for him to film an interview with Fittipaldi? Where did he learn Portuguese so well? What was his first reaction to the offer to host Za pět minut dvanáct (In Five Minutes Twelve)? And does he manage to keep the studio guests and the audience from knowing what he's thinking? "When you so called study hockey or football, it's easier to adapt to the fact that tournaments are going to turn out a certain way. But even when I was doing sports, I enjoyed politics," Martin recalls.

LIVE SPORTS BROADCASTS ATTRACT MILLIONS OF VIEWERS WORLDWIDE. THE GLOBAL POPULARITY OF ICE HOCKEY PRESENTS AN AMAZING ADVERTISING OPPORTUNITY

23. 5. 2024 Advertising on sports TV channels or at key events allows companies to hand their brand to a huge number of viewers on a silver platter. In addition, advertisers can be sure that ad spots will be seen by viewers who are enthusiastic and engaged with the content, reducing the likelihood of skipping or ignoring ads. Social identity Sports fans are highly engaged viewers – and this is especially true for live broadcasts. But when it comes to major sporting events, even those who normally don’t enjoy sports can’t take their eyes off the screen. During a major sporting event, such as the current World Ice Hockey Championship, the whole nation becomes a sports fan. Watching sport in large numbers creates a sense of community – and this group experience tends to be a unique experience that fulfils a deep-seated human need for belonging.

CZECHS HAVE ICE HOCKEY IN THEIR DNA. MILLIONS OF PEOPLE WATCH THE GAMES, ADVERTISERS ARE REAPING THE BENEFITS

16. 5. 2024 The moments when the heart of the Czech nation beats to the rhythm of the chants of the fans in the stands and the eyes cannot tear themselves away from the puck sliding down the ice are extremely emotional and unforgettable. The cries of “Goal!” rock the windowpanes in towns and villages, especially when it is the World Championship. Czechs have simply had ice hockey in their DNA since the beginning of the last century. Anyone who doesn’t have the opportunity to attend the games live is usually glued to the TV screen. It is no wonder that on every major hockey occasion, such as the ongoing World Championship, loads of hockey-themed advertisements pop up.