Campaign Imminent: FuboTV invests in first-ever MLB team partnership (Score 44)
Sales Lead: FuboTV recently established a partnership with the Boston Red Sox for the 2023 season.
- This is the sports-oriented live TV streaming service's first-ever MLB team partnership.
- It involves the launch of Fubo branding and hospitality opportunities at Fenway Park
- The partnership will also involve fan engagement at the ballpark (so, experiential marketing) and across various digital platforms.
- The company will likely:
- Pursue additional sponsorship opportunities
- Ramp up spend in and around Boston
- Keep increasing overall national TV spend
- Return to heavier digital spend
- Target demographic:
- Millennials and Gen-X, specifically male sports enthusiasts
Recent leadership shifts:
- Over the past year, FuboTV hired content strategy SVP and head Todd Mathers (June 2022) and ad sales marketing VP Tiana Idoni-Koppel (February 2023).
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, FuboTV has spent approximately $5.7m on national TV commercials, a 24% increase from the approximately $4.6m spent within the same 2022 timeframe.
- Last year: The company spent around $19.4m on this channel last year after having spent about half of that, around $9.5m, in 2021.
- 2023 ad programming: FuboTV's 2023 commercials have targeted shows such as NBA Basketball, NFL Football, MLB Baseball, The Bachelor, and Fight Sports: Boxing.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The company has allocated roughly $1.3m toward digital ads YTD, 38% less than the roughly $2.1m allocated by this point last year.
- YTD data: Since the beginning of 2023, FuboTV has earned ~172.6m digital impressions via YouTube (70%), desktop display (25%), Facebook (2%), Instagram (2%), and mobile display (1%) ads.
- The company has placed most of this year's desktop display ads site direct onto YouTube (73%), si.com, chess.com, sports.yahoo.com, and justwatch.com.
- Last year: In 2022, FuboTV's estimated full-year spend rose by 44% to $6.2m from that of $4.3m in 2021.
- Additional channel insights
- The company utilizes local broadcast, digital, OOH, Google Ads, Facebook, Instagram, and online video (via Youtube Android, Youtube IOS, and Youtube.com) ads.
- FuboTV sponsors podcasts such as the Sports Gambling Podcast.
- It works with influencers such as celebrity athletes Kevin Garnett and Mark Sanchez.
Additional agency insights:
- Opportunity: If you haven't yet done so, reach out soon to see if FuboTV needs additional agency support to bolster awareness of its recent rebrand.
- Current agency roster:
- Maximum Effort: Creative agency partner
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.