In a fragmented media world, sport still brings people together. Sportradar and Mastercard explain how that shared passion powers new brand strategies. Watch now.
Sportradar at Cannes 2025
“If you tie your brand to a cultural or sporting moment, you can see a 23% uplift in purchase intent – within a week,” says Ralf Ollig, vice-president product, Sportradar ad:s, highlighting the power of reaching fans at the exact moment their attention and emotions are at a peak.
Sport isn’t just entertainment: it’s a global language of emotion, community and culture. And for brands that want to cut through fragmented media and fleeting attention, “sports is probably the experience most of us still share,” Ollig continues.
Mastercard knows this well. With decades of high-profile sponsorships, from Formula 1 to the UEFA Champions League, the brand has shifted from being a passive advertiser to an active part of the experience.
“Sport is one of the strongest passions for our consumers,” says Beatrice Cornacchia, executive vice-president, marketing & communications at Mastercard: “and what we want to do is transform our cardholders into fans and have an interaction.”
Technology plays a key role. Whether that’s Sportradar predicting moments before they happen and serving up real time insights to deliver dynamic ads, or Mastercard using media listening to create timely, relevant content, immediate connection is everything.
When asked where brands should begin, Cornacchia is clear: “Be authentic and have the right to play….Simply listen to your consumers… engage with them… try to find a way to differentiate yourself.” Her advice is backed up by real-world, “priceless” brand activations in the session.
“There’s probably no perfect playbook,” advises Ollig: but there are big rewards when brands get it right.
Want to learn how Mastercard and Sportradar turn real-time sports moments into brand magic? Watch the full session now on The Drum TV and get the blueprint for smarter, more connected sports marketing.
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Sportradar
Sportradar Group AG (NASDAQ: SRAD), founded in 2001, is a leading global sports technology company creating immersive experiences for sports fans and bettors. Positioned...