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End of cookie era presents an opportunity for sport, say CSM’s Vandrau and Huggins

Son Heung-min celebrates scoring against Arsenal at Tottenham Stadium. (Photo by Clive Rose/Getty Images)

  • Outbreak of Covid ‘fast-tracked’ trends in digital marketing and sponsorship
  • Partnerships set to focus increasingly on data ownership as programmatic advertising declines
  • Company metrics say partner channels and partnership IP outperform industry benchmarks
In December 2021, global agency CSM Sport and Entertainment announced the acquisition of Australia-based marketing firm Greenroom Digital, following three years of collaboration between the two parties on delivering digital and data strategies for a range of clients.

The timing of the purchase, completed as the world was just beginning to look to a future beyond the Covid-19 pandemic and its associated lockdowns and event cancellations, served to highlight the growing importance of digital and data to the sports and entertainment world over that period. Through the deal, CSM gained access to Greenroom's expertise in these areas, enabling it to offer its customers a more comprehensive range of digital sponsorship services.

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