Affiliate Idea Factory

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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Advertisers treated OpenAI’s ad pilot like a bet on the future. The question now is how long they’re willing to wait for it to pay off.

So far, it has not been an easy wait. Since the pilot launched in February, advertisers have reported chronic underdelivery — campaigns falling well short of their targeted impressions, leaving budgets unspent and results hard to justify, according to several ad execs, who all asked to remain anonymous due to the sensitivities around the test. 

One of them spent just $2,500 of a $250,000 commitment over four weeks, receiving 200 clients in the process. The others described similar experiences, with another agency exec saying that when their first ads went live in February, almost nothing happened for close to a month. The inventory was, to put it plainly, barely there. 

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