NODWIN Gaming has launched NODWIN Sports, a dedicated mainstream sports vertical aimed at creating new-age sports properties and expanding participation across the Global South.
The move builds on NODWIN Gaming’s experience in developing youth-focused, high-engagement entertainment properties. The new vertical will apply that expertise to mainstream sport.
Building properties where sport, participation and entertainment converge
NODWIN Sports will conceptualise and scale sports and active-fitness competitions. It will also develop mass-participation lifestyle properties and create opportunities for brands to engage with emerging sports audiences.
The vertical will work with sports federations, governing bodies, rights holders and brands to develop new audience and commercial opportunities.
For marketers, the launch points to a growing opportunity around participation-led sports properties. Such formats can offer brands more touchpoints than conventional sponsorships, particularly among younger audiences.
Four pillars define the new sports play
NODWIN Sports will operate across four core areas: new-age sports and mass-participation IPs; sports advisory and governing-body engagement; strategic partnerships and commercial alliances; and white-label execution and operations.
This gives the business a broad role across the sports value chain. It will create original properties. It will advise sporting institutions on ecosystem and commercial development. It will facilitate brand and media partnerships. It will also provide end-to-end production and operational capabilities across markets.
The Global South focus also creates scope for locally relevant sports formats that can potentially scale across multiple markets.
The Last Word
The next phase of sports marketing could increasingly be shaped by properties built around participation, community and entertainment, not just broadcast rights.