Brands & Sponsorship, Digital, Future Trends, Sport Business | Dec 17, 2021

5 key considerations to maximise the value of branded content in 2022

Branded content is an increasingly important component of any rights holders’ commercial strategy and its value is rising.

Any successful branded content strategy requires a clear picture of what, when, how and why content will be made available to fans. The pandemic has only crystalised that need; with the volume of sports content being produced digitally by leagues, teams, broadcasters, publishers and athletes, rising quickly, it’s a cluttered, saturated online world in which teams are operating. But it’s an increasingly valuable one, as the following data point, sourced by CrowdTangle, demonstrates.

The media valuation of branded content on Facebook and Instagram, across the club pages/profiles of 12 of Europe’s top football clubs, increased by 90% – €81 million to €153.7 million – during the 18 months from March 2020 to August 2021, compared to the previous 18-month period.

From integrating partners into your already-established content plans, to retargeting and nudging your engaged audience towards incentives or purchases, to the changing ways in which value can be generated, rights holder branded content strategies are becoming more sophisticated – doing branded content effectively requires careful consideration.


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