Paramount, CBS Launch Sports Creator Studio Ahead of Super Bowl LVIII
The sports industry is constantly evolving, and brands are continually seeking new and innovative ways to connect with their target audience. In line with this trend, Paramount Advertising has recently launched the CBS Sports Creator Studio, a platform that aims to connect brands with sports influencers and creators. This move comes just in time for Super Bowl LVIII, which will be broadcasted by CBS in 2024. The CBS Sports Creator Studio offers brands the opportunity to access pre-game events, parties, and behind-the-scenes content, providing them with a unique and engaging way to interact with their audience.
Paramount Advertising’s Initiative
Paramount Advertising, an umbrella business division of the media conglomerate that includes BET, Comedy Central, and CBS, has taken a bold step by launching the CBS Sports Creator Studio. This initiative allows brands to collaborate with sports influencers and creators to develop content strategies that align with specific sports, seasons, or moments. By leveraging the popularity and reach of these influencers and creators, brands can tap into their audience and gain valuable exposure.
The CBS Sports Creator Studio will utilize Paramount Advertising’s platforms to amplify content and provide cross-platform reporting to deliver valuable insights to brands. With the rise of second-screen experiences and the increasing use of mobile devices during live sports events, brands have an opportunity to engage with their audience in a more immersive and interactive way. By partnering with sports influencers and creators, brands can create compelling second-screen content that enhances the overall viewing experience.
The Importance of the Super Bowl
The Super Bowl is one of the most-watched events in the world, attracting millions of viewers each year. While the viewing landscape has become increasingly fragmented with the rise of streaming platforms and on-demand content, the Super Bowl remains a significant tentpole event that draws a massive audience. Integrating influencer marketing into the mix allows brands to tap into the growing trend of younger sports fans spending more time on digital platforms.
John Bogusz, the executive vice president of sports for Paramount Advertising, believes that there is a tremendous opportunity to combine the popularity of sports events with the reach of social platforms. Younger audiences are increasingly following events on social media, and by leveraging influencers and creators, brands can effectively bridge the gap between their campaigns and the events themselves. This enables brands to reach a wider audience and make a more meaningful impact with their marketing efforts.
The Offerings of CBS Sports Creator Studio
The CBS Sports Creator Studio will offer brands extensive creative collaboration throughout the entire development process. Brands will have access to a roster of influencers across various sports and platforms, ensuring that they can find the perfect fit for their campaign. Paramount Advertising will also provide amplification capabilities to optimize campaign performance and deliver valuable insights through The Match Report, a proprietary influencer campaign-tracking dashboard.
At launch, the CBS Sports Creator Studio will introduce three initial offerings: Influence X Tentpole, Influence & CBS Sports IP, and White Label Influence. Influence X Tentpole will center around large, tentpole events across Paramount’s network, including the Super Bowl and March Madness. Influence & CBS Sports IP will provide behind-the-scenes access to CBS Sports studios, talent, and footage. Lastly, White Label Influence will pair brands with athletes or content creators to create white-label content that aligns with a specific sport, season, or moment.
The Growing Importance of Influencer Marketing
Influencer marketing has become a key focus for brands as they aim to connect with their target audience in a more authentic and engaging way. Research has shown that investment in influencer marketing is growing faster than social ad spend, highlighting its effectiveness in reaching consumers. By partnering with influencers and creators, brands can tap into their existing fan base and benefit from their trusted recommendations and endorsements.
The CBS Sports Creator Studio is a testament to the growing importance of influencer marketing in the sports industry. As sports audiences increasingly use multiple screens and spend more time on digital platforms, brands have an opportunity to engage with them in a more meaningful way. By collaborating with influencers and creators, brands can create unique and compelling content that resonates with their target audience and drives brand awareness and loyalty.
Conclusion
The launch of the CBS Sports Creator Studio by Paramount Advertising is a significant move that highlights the growing importance of influencer marketing in the sports industry. By connecting brands with sports influencers and creators, Paramount Advertising aims to provide brands with unique and engaging ways to interact with their target audience. With the Super Bowl being one of the biggest tentpole events of the year, integrating influencer marketing into the mix allows brands to reach a wider audience and make a more meaningful impact with their marketing efforts. As the sports industry continues to evolve, the CBS Sports Creator Studio offers brands the opportunity to stay ahead of the curve and leverage the power of influencer marketing to drive success.
