News Corp Australia's News Sport Network has joined forces with Partnerbrite, an adtech platform creating fan-targeted campaigns.
The collaboration brings together News Sport Network’s sporting audience and relationships across all major sports and brands in Australia with Partnerbrite’s platform and client base of brands and sporting brands globally.
News Sport Network and Partnerbrite will work to sell their offerings together, work with brands to identify appropriate properties in the sport industry to invest in and work with sporting partners to identify appropriate commercial partners for available categories.
News Sport Network MD Michael Wilkins said the company thinks the product is innovative and could be a game-changer for brands and how they engage with audiences in the sport sector.
"With our own deep relationships across many sporting bodies as well as with many household brands, we think we can collectively enhance the current way brands invest and leverage their relationships in sport," he said.
Partnerbrite co-founder Nick Lockwood said what makes Partnerbrite so innovative is it can now target rights-holders' audiences, without data ever being shared, putting a more tailored and measurable digital solution at the heart of the sports industry.
“This solution, including campaigns across paid, programmatic and video content, offer a level of fan engagement that extends beyond the reach of traditional sponsorship methods, and brings sport’s offerings into the new marketing mix where digital is at the forefront," he said.
"This approach enhances the value of the sports partnership, allowing a full funnel approach and ensures sports fans receive more relevant and engaging content.
“This is why News Sport Network is the natural partner for Partnerbrite in Australia given their expertise in the industry. It's also apparent we both have a desire to grow our business by focusing on better serving brands and the sporting industry at large.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.