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There's a halo effect when we look at a
sports fan and their avidity

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and their loyalty.

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It's very much how many consumers feel
about certain brands as well.

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We're joined by Jamie from Ipsos and
Nicole from BCG.

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Welcome, both. Jamie, at Ipsos

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you look at so much data and so many of
the trends are emerging.

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We're fascinated by the sports market in
particular.

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You know,
in the last few years there's been so

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much more social media engagement,
so many issues that have sort of brought

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sports fans out to the fore.

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You must have so much more data now than
ever before.

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Give us a sense of some of the insights
that you're getting.

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Absolutely.

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The sports market is changing very
quickly.

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And what we see is not only an increase
in fandom across not just avid fans

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but also an increase in fandom from the
perspective of casual fans as well,

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who might not be as knowledgeable or have
as much history with their sports fandom,

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but who are leaning into other areas of
the sports ecosystem that have been

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powered by recent evolutions in
technology such as social media.

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And now casual fans who might not be as
avid with respect to the sport itself

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might be interested in the fashion of the
athletes, the athletes as creators,

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what the behind-the-scenes elements are
behind the sport itself before, during,

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and after the match or the game.

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And so it's a very interesting and
quickly moving landscape,

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and brands are taking notice as well.

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And so there's a very big lean-in motion
right now from sponsors with respect to

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leaning in and engaging with athletes and
with teams and with leagues as well.

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And Nicole,
we're also seeing this entire ecosystem

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around sports,
not just about the sports themselves

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anymore, even in terms of female sports,
which haven't always

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been so prevalent before.

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Tell us a bit about what you're seeing.

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I think that's the most interesting and
emerging audience in that space.

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Situational fans, as you say,
the casual fans,

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very often females getting into
particular matches, games,

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sports via fashion, via events.

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It's a very big trend.

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And very often these situational fans are
then here to stay because the fashion

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sticks, the clothing sticks,
it's a very interesting space.

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And it's a space for new brands,

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existing brands to get new female audiences.

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And Jamie,
is there something specific about sports

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fans?

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You know,
they already engender such loyalty to a

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cause.

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Does it make them a particularly
interesting consumer for other brands?

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Absolutely.

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There's a halo effect when we look at a
sports fan and their avidity and their

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loyalty,
it's very much how many consumers feel

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about certain brands as well.

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And so there's a parallel.
And when brands align with sports

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fans—whether that be in a moment of
interest that could go viral on social

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media or just from a longer-term
sponsorship perspective—the halo effect

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of that passion can lend itself into a
consumer's engagement with a brand that

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they see next to a particular athlete or
sport.

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And Nicole,
are brands leaning into this enough?

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Do they know where to focus?

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And how are they sort of using data,
I suppose, to make these decisions?

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It's tricky for brands to really
get into it.

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And to add to what's very interesting
about the sport audience community is

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it's a group halo effect.

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So it's not just a one to one,
it's a one to many.

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It's group marketing in that.

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And that's a very new space.

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It's the space brands get into via
influencer,

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it's the space brands get into via data
points.

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Generative AI helps these brands for the
first time to be quicker to market,

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to understand what is being discussed on
all these social networks and how to

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activate.

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So we certainly see that on the big
horizon.

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And Jamie,
you're sort of seeing how consumers are

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reacting to all of this.

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Give us a sense of some of the insights
that you've got to—I mean,

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even sort of just the adaptation of AI to
some of this world.

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The AI space is changing very,
very quickly.

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And at Ipsos,
we represent the voice of the user,

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the voice of the consumer.

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And in our research around the world,
we see that it's a very mixed bag as it

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relates to this notion of trust in AI
from a consumer perspective.

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So we study that very closely,
whether that's simply a trust in an AI

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image-generation tool or the trust by a
consumer towards a brand leveraging AI in

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its advertising.

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And it's very much a mixed bag as far as
sentiment in that regard.

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And we're seeing that as consumers
themselves become users of AI,

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that trust is slowly increasing.

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That's so interesting.

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Well, thank you, both,
for joining us and for giving us a sense

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of what's happening in both sports and
branding.

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It's been a really fascinating chat.

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Thank you. Thank you.
Thank you for having us.