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In Anti-Diet, Christy Harrison takes on diet culture and the multi-billion-dollar industries that profit from it, exposing all the ways it robs people of their time, money, health, and happiness. It masquerades as health, wellness, and fitness, and for some, it is all-consuming. It's sexist, racist, and classist, yet this way of thinking about food and bodies is so embedded in the fabric of our society that it can be hard to recognize. The culprit is diet culture, a system of beliefs that equates thinness to health and moral virtue, promotes weight loss as a means of attaining higher status, and demonizes certain ways of eating while elevating others. If dieting is so clearly ineffective, why are we so obsessed with it? And as many as 66% of people who embark on weight-loss efforts end up gaining more weight than they lost. But upwards of 90% of people who intentionally lose weight gain it back within five years. 68 percent of Americans have dieted at some point in their lives. Reclaim your time, money, health, and happiness from our toxic diet culture with groundbreaking strategies from a registered dietitian, journalist, and host of the Food Psych podcast.

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Again, the sports industry is ideally positioned for this, as awareness and intent are typically higher among sports fans than the general population.Ĭrypto brands will, just as any brand would need to, solidify their unique value propositions and evolve their relationships with fans from one-way to two-way conversations backed by education and trust-building.įor additional insight, download our 2022 Global Sports Marketing report. To extend their efforts beyond brand awareness through stadium naming rights and logo patches, the time will come to transition consumers from awareness to intent.

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In looking across the landscape, the cryptocurrency industry has amplified its sponsorship presence more than any other industry over the past two years, mirroring its increased exposure in other areas of the media landscape, such as TV and social media.Ĭrypto, despite its recent proliferation into consumers’ lives, has some ground to gain before becoming ubiquitous with consumers and their finances. As brands return to more balanced marketing efforts in many industries, Nielsen expects the pace of this trend to decelerate, but sponsors and rights holders have structurally improved their ability to generate call-to-action from fans. Across 13 industries Nielsen measured during the pandemic, the increase in purchase intent is greater than brand familiarity among fans exposed to the sponsorship. In the sports industry, sponsorship activations have transitioned from simply raising brand awareness to actually converting consumers into customers. Upper-funnel efforts also generate an array of ancillary benefits that can drive the efficiency of sales activations. Nielsen’s experience base shows that on average, a 1-point gain in brand metrics such as awareness and consideration drives a 1% increase in sales.

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The transition from building awareness to conversion speaks to the growing importance of sponsorships throughout the full marketing funnel, and this trend will continue.

In a recent analysis of 100 sponsorships between 20 in seven markets across 20 industries, Nielsen found that the sponsorships drove an average 10% lift in purchase intent among the exposed fanbase.

According to our recent Trust in Advertising Study, only recommendations from people and branded websites rank higher in consumer trust.Ĭombine the high level of trust with the strong correlation between visible sponsorship messaging and purchase behavior, and brands have plenty to gain. Along those lines, Nielsen Sports tracked a 107% increase in sponsorship spending globally in the early part of 2021, with activations increasing as global sports continued to rebound throughout the year.įrom a fan perspective, the increased investment is likely money well spent, as consumers view brand sponsorships in sporting events as very trustworthy.

A high level of trust among fans with respect to sponsorshipsīrand advertising increased throughout 2021, with an increased focus on traditional, mass reach mediums like TV and radio.

Increased brand sponsorships following the global ad pullback in 2020.

Combined, sports activations are doing more than boosting brand awareness-they’re leading to higher conversion rates. The universal breadth and appeal of sports continues to present brand sponsors with significant upside, both through exposure and how well consumers regard brands’ involvement.

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