Sync’ing music & sports Music and sports are inherently linked, and are often used in conjunction to reinforce the emotive experience or to develop specific sonic branding. Music amplifies sports, and sports markets new music to the mass-market. The two forms of emotive entertainment are closely intertwined, yet offer differing ways and results of marketing and monetising one another. Alex Kennedy, Head of Music Licensing, SKY

1. Music 4.5 is
organised by
#m4pt5
Sync’ing music & sports
Alex Kennedy, Head of Music Licensing, Sky

2. Syncing Music & Sports
Inextricably Linked

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SPORT + MUSIC,
NOT ALWAYS THE PERFECT
MATCH …

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MUSIC + SPORT,
THAT’S BETTER THOUGH…RIGHT?

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YOU CAN’T JUST THROW THEM TOGETHER
BUT GET IT RIGHT, AND IT’S WIN-WIN
TWO HIGHLY VALUED TYPES OF CONTENT
AUGMENTING AND AMPLIFYING EACH
OTHER’S IMPACT

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BENEFITS
FOR ARTISTS:
- Great revenue at time when Download sales are falling & Streaming is not yet filling gap (via
both direct and blanket licensing)
- Excellent exposure - to massive audiences, on recurring basis
- Association with quality content (e.g. Premier League Football/Olympics)
- Important part of the marketing/promotional mix
FOR SPORTS:
- Enhancing emotional connection between the viewer and the content
- Building excitement and helping to cement impulse to watch
- Helping drive habituation, catalyst for regular watching
- Appealing to majority of people who are both Sports & Music fans– The “Best of Both
Worlds” Idea
- Helps build a “Sonic Brand”

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OTHER AREAS
1) LIVE SPORT
– Stadiums – performing live and also over P.A
- Shoot PR – great strides in play-listing stadium soundtracks
2) INNOVATIVE BRAND PARTNERSHIPS
– Sony/ Daft Punk / F1 – LOTUS @ Grand Prix
- F1 Channel Coverage – Sky F1 – Get Lucky + Others
3) BRAND AMBASSADORS/PRODUCT PLACEMENT
- Spotify use Sports Stars to great effect to get people listening to
music
- Beats by Dre – Headphones to Sports Stars

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KEY IS BRIDGING THE GAP BETWEEN VIEWING AND
ACCESS

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SUMMARY
The marriage of Music and Sport is a truly happy one
Both sides gain great value from the partnership
The next stage will be increasing the levels of integration, new &
innovative creative ideas and bridging the gap between screen
and stream (or download)

14. THANKS FOR LISTENING
Alex Kennedy – Sky Music - April 29th 2014