Sports guidance to brands from three sources: Keep the fan top of mind and you might just win

As the sports marketplace continues to build momentum, more agencies are stacking up their expertise to harness the myriad ways to reach one of the most powerful marketing targets out there: the fan. Some agencies, like Canvas, have gone out to hire executive talent from the big leagues, while other agencies have crystallized sport-related efforts into full-fledged business opportunities, such as Stagwell’s Sport Beach. And some, like Horizon Sports & Experiences, are crunching the data and insights around the potential of AI layered on sports data — along with the danger that holds. HS&E conducted research around sports and AI, which Digiday had the chance to review prior to its publication. In short, the study stresses the idea that brands and sports properties need to apply AI with great caution, lest they alienate fans through erosion of trust.Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.