The current marketing environment is characterised by “fragmentation” of audiences, “media overflow” and “information overload”. Thus, marketers are challenged to think beyond traditional advertising strategies. “Branded entertainment” is an innovative strategy that to date has not been addressed sufficiently in sports media and sports marketing.

Branded entertainment can be described as effective integration of commercial advertising and editorial content. In branded entertainment, a brand (product or service) is no longer simply “placed” into existing content, but the content is actually co-created by the brand. In most cases, because the promotional integration is not always obvious, the consumer does not perceive that the content is branded. Sports content is predestined for branded entertainment. Engaging sports fascinate and attract people and have proven to be capable of transferring positive images.

We, at 3e60sport, have been one of the first company to bring a new concept of Brand Entertainment, since 1999. We have, constantly, evolved the idea of Branded Entertainment, introducing new technologies and bespoke solutions for every client. Through the year we have been requested to develop Branded Entertainment projects around the world.

Our clients go from top Sport Makers, such as FC Internazionale Milan, AC Milan, FC Zenith Saint Petersburg and the Saudi Professional League, to International Brands, like: Toyota, SKY, Pirelli, Nivea and many others. Our Activation Team studies carefully all the possible implementation that can be added to the normal match-day experience and, accordingly to the kind of sport, the brand positioning, the brand objectives, the target, the venue and many other elements, we create unique Sports Production entertainment shows.