Brands & fans in sport & entertainment in 2023


December 12th, 2022

42 mins 33 secs

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Special Guest

About this Episode

In this episode I interview Amar Singh, ex-Evening Standard journalist turned content and digital marketing expert in sport and entertainment.

Amar spent time at data-football specialists, Squawka. He worked in-house at Budweiser as Head of global football content and then at West Ham United where, as Head of Content, he helped the club grow its audience to a global level across multiple platforms.

Now at MKTG as Vice President of content and communications, Amar and has team are experts at understanding fans on a deeper level and often on a large global scale.

In our chat we explore the latest MKTG research ‘modern fan decoded’ and how a change in fan behaviour in the last few years has changed the sport and entertainment industry.

We talk about the rise in sports professionals and football players specifically being more influential in 'cause awareness' and therefore brand's activity around them.

We look at what generation of fans are more receptive to brand engagement and why the younger generation are demanding more, not just in their experience but how they expect the brand to operate and do better in the world.

This interview is full of wisdom and practical tips on collecting insight and behaviour measurement too.

You can watch the video of this interview on YouTube:

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