INSIGHTS
The high-stakes action of live tournament football has the power to bring together captive TV audiences around the world like very few other events can. And when you get to the knockout stages, entire nations are on the edge of their seats with every kick.
With streaming set to become the primary method of watching and monetising live television, fulfilling the revenue potential of addressable advertising at mass scale, with a constantly fluctuating audience, will become even more critical. Live sports – and football in particular – can hold incredible advertising value for the rights-holder, as long as the right advertising technology is in place to unlock it.
This report examines how to monetise football using dynamic ad insertion. It looks at three matches from the Euro 2024 pan-European football tournament that represent some of the most significant challenges in streaming and monetising tournament football. It collates data from 13 rights-holders across four continents and highlights some of the key pain points to consider when running an advertising-supported live streaming business.
For anyone with an interest in monetising football, or any other major sports events, this report will serve as a valuable guide to the digital advertising challenges that lie ahead.