InterVid Tees Up Sports Marketing Offering for Pharma Media
The new vertical is meant to connect health brands with digital marketing and sponsorship opportunities in sports.
With the launch of a new business vertical, InterVid Media Solutions is aiming to help health and pharma brands take advantage of the broad and highly engaged viewership around sporting events.
Through InterVid Sports Marketing, the agency’s clients will have access to a range of opportunities to infuse their HCP- and patient-targeting brand work into the world of sports. That includes not only digital placements in online highlight videos and streaming content, but also sponsorships like bowl game naming rights, jersey patches and other placements across NASCAR, pickleball and more.
The company is “currently developing opportunities” spanning major sports and leagues for this year and beyond, per the launch announcement.
An InterVid report shared with solli cited the millions of “highly engaged” viewers garnered by pro football, basketball, soccer and Formula 1 broadcasts to demonstrate the “massive reach” such placements can offer pharma brands, driving brand awareness and credibility, consumer trust and engagement, purchase intent and social media reach, among other key factors.
“Sports provide brands with an incredibly powerful way to build meaningful connections with consumers, and we see tremendous opportunity to bring our experience and expertise to this space,” Bill Freiberg, InterVid’s executive VP of business development, said in a statement.
“Our partnerships with NASCAR and College Football Bowl Season have opened a lot of doors and introduced us to several new partners and opportunities,” Freiberg continued. “The launch of InterVid Sports Marketing allows us to build on that momentum and offer clients an even broader range of ways to reach highly engaged audiences.”
solli’s Final Thoughts
Pharma media has increasingly embraced sports-related marketing opportunities in recent years, with an influx of Super Bowl ads, team and arena sponsorships and World Cup partnerships to prove it.
In a series of interviews earlier this summer about the World Cup, industry leaders pointed to both the highly engaged audiences for major sporting events and the events’ inherent ties to health and wellness as evidence of their significant value to pharma marketers.
At the core, sports marketing represents a way for health and pharma brands to reach tapped-in audiences so vast that they’re all but guaranteed to include key target groups, and to do so through a streamlined set of channels—thus positioning the vertical as a crucial piece of many media strategies.
