Sport is marketing’s greatest opportunity — and its greatest activation challenge

Nikolaus Beier, svp of media and marketing services, Sportradar In today’s attention economy, few channels or forms of entertainment capture the imagination quite like live sport. As evidenced at this year’s World Cup, sport’s ability to attract billions of eyeballs is unrivaled. So too is its unique transcendence of geography, demographics and internet virality, making it “one of the most powerfu