Virtual runs, online streaming, videos on TikTok and many other new formats have been brought to the sports marketing industry by the pandemic. With the limitations of public events and the requirement to wear a respirator, most activities have moved online, and the biggest challenge has been keeping sport community active.
Nikola Gunišová, Account & Partnership Manager VMLY&R, in the article for Médiář.cz explains how the global shift to the online space has affected the reach of the content and the activity of users (not only) on social media. She highlights the fact that digitalization has reached sectors where no one would have expected it before. Based on data, she describes how consumer behavior and the approach of companies to sponsoring have changed.