SXSW 2024

Live Sports Drives Online Impact


Sports fans are in a league of their own: they are the fiercest, the most loyal, the most engaged fans on the planet. And live sports have the power to connect your brand message to these ultra-impassioned audiences through the biggest, most watched moments on TV. This panel, through the lens of vital social issues, will illustrate the undeniable impact of aligning the right message with the right viewers in the right environment, and how harnessing the power of live sports can supercharge a salient broadcast message to drive significant online action – even more than digital sources can.

Additional Supporting Materials


  1. Get the ball rolling: How to evaluate which message(s) to elevate in what sporting events
  2. Being a team player: How leveraging strategic partnerships and league relationships can maximize impact
  3. Batting a thousand: How to measure online impact when working in a broadcast ecosystem



Allison Kennedy, Senior Director, Media, The Ad Council

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Track 2
  • Level: Beginner

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