Author: Sam Bradley

Search & Affiliate Marketing Strategist since 1993

Premier League gambling ban gives brand sponsors an open goal, but CMOs must still prove value

A ban on U.K. gambling brands’ soccer sponsorships has created a glut of partnership opportunities for consumer marketers. But while CMOs sizing up the opportunity have leverage for now, they’ll face pressure to prove it’s worth the price tag.

Arsenal won the Premier League, which concluded on May 24. But with almost a dozen kit sponsors relegated due to a voluntary front-of-shirt ban kicking in this summer, a number of top soccer clubs are competing to attract fresh partner brands. Crystal Palace, Bournemouth, Brentford and Everton have announced their next sponsors already, leaving eight Premier League clubs — including Chelsea and Newcastle United — still on the table. 

According to a research note published last week by Gartner, sponsorships account for 18.2% of marketers’ non-digital spending, but 84% of CMOs “struggle to quantify” their value. 

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Why marketers are rethinking identity infrastructure

The ink was barely dry on Publicis Groupe’s deal to acquire LiveRamp before marketers started calling their partners and consultants. Not to make decisions — most aren’t there yet. Just to ask questions they hadn’t thought to ask before.

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‘Moved that drop dead date’: Omnicom accelerates LiveRamp exit after Publicis deal

The first and most obvious question is whether LiveRamp will stay neutral. It’s a reasonable thing to wonder. It’s also, according to several ad execs, largely an agency concern dressed up as a marketer one.

Neutrality was always fragile

For them, the service is the service. Who owns the infrastructure matters less than whether it keeps working. The neutrality anxiety sits higher up the chain, with the agencies that compete against Publicis for business and have spent years routing their clients’ first-party data through a platform that now sits inside a rival’s house. There, the fear isn’t that Publicis will raid the data. It’s that a competitor now owns the infrastructure they’ve spent years depending on.

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