Influencer marketing is no longer just an option – it has become an essential part of brand strategies, especially in the sports industry. At the latest Sofascore Stadium Meetup, experts from the industry and content creators gathered to discuss the evolution of influencer marketing, the impact of authenticity, the role of AI, and what makes a campaign successful.
A panel called ”Influencer of the Match” featured Stjepan Zelić (CEO & Co-founder, Hypefy), Ivan “Malajski Tapir” Rado (YouTube influencer), and Robert Bošnjak (Partnerships Lead, Sofascore), moderated by Maša Zibar, one of Croatia’s pioneering influencers. The discussion brought valuable insights into how brands and influencers can work together effectively.
The Fundamentals of a Successful Influencer Campaign
Stjepan Zelić opened the discussion with a straightforward, yet powerful formula: “Describe your product or service in one sentence.” This, according to him, is where every successful influencer marketing campaign begins.
“Innovation and automation allow influencer campaigns to scale efficiently,” Zelić emphasized. While influencer marketing can feel unpredictable, having a structured approach – measuring, tracking, and improving – is crucial.
He also pointed out a key distinction between working with big and small influencers.
- Big influencers are valuable for brand awareness, ambassadorship, and conversion.
- Small influencers tend to have a stronger connection with their audience and can achieve better reach when multiple micro-influencers are involved.
Despite these differences, one thing remains essential: stop overscripting influencer content.
“If a campaign lacks authenticity, the numbers reflect it,” he explained. “The more controlled and scripted the content is, the worse the performance tends to be.”
The Reality of Being a Content Creator
From a creator’s perspective, Ivan “Malajski Tapir” Rado reflected on the long and sometimes challenging road to success in the influencer world. Looking back at his journey, Ivan admitted that he cringes at his old content, but that’s part of the process.
“A year ago, I made a video watching my very first upload, and honestly, it didn’t feel great. Every time you look back, you think about what you’d do differently. Trends change in an instant, and we have to adapt constantly.”
Ivan ”Malajski Tapir” Rado
For Ivan, success in influencer marketing isn’t just about numbers:
“I always hated numbers. I measure success based on audience engagement—comments, direct messages, and whether people actually bought something because of me.”
Ivan ”Malajski Tapir” Rado
He also emphasized the importance of authenticity, stating that he only collaborates with brands that align with his values. For instance, he has never accepted sponsorships for cigarettes or nicotine products.
That said, his content isn’t limited strictly to football. He has partnered with brands outside the sports world, but he’s careful when transitioning between competitors.
“When I moved from one brand to a competitor, my audience noticed and called me out. If I was using a product for years and then suddenly switched, it doesn’t sit well with them.”
Ivan ”Malajski Tapir” Rado
Another interesting takeaway was his preference for long-term partnerships over one-off collaborations:
“I want to be recognized alongside a brand. My most successful partnerships have lasted 7-8 years.”
While Ivan doesn’t rely heavily on AI for content creation, he admitted to using it for small tasks like image generation, but not for fully producing content.
Sofascore’s Journey into Influencer Marketing: Robert Bošnjak
Sofascore’s Robert Bošnjak explained how the company’s approach to influencer marketing evolved. Unlike competitors who jumped into influencer marketing early, Sofascore initially focused on media partnerships before shifting to influencers in mid-2023.
At first, results were modest:
“After two months, we had fewer than 2,000 downloads.”
The turning point came when Sofascore switched to a cost-per-install model, leading to a success with the record-breaking 70,000 downloads in one month.
When selecting influencers, Robert highlighted the importance of targeting niche communities:
- Sport fans
- Fantasy football players
- Sports bettors
- Everyday Sofascore users
“It’s not just about getting someone to download the app, but about keeping them engaged and making them love the platform.”
Robert Bošnjak, Partnership Lead at Sofascore
Interestingly, micro-influencers played a key role in conversion and downloads, while big influencers helped raise brand awareness and promoted new features.
A surprising anecdote highlighted the unexpected power of influencer marketing:
“Our colleague Filip Mott received a wedding invitation from an influencer in Tanzania after a €50 collaboration!”
Sofascore also achieved 6,000 organic downloads in Colombia, pushing them to #1 in the App Store rankings – a testament to the impact of authentic influencer engagement over paid promotions.
Like Stjepan, Robert noted that AI has helped automate campaigns, payments, and logistics, reducing processes that used to take days to just one day.
The Future of Influencer Marketing: Simplicity & Authenticity
Moderator Maša Zibar, one of Croatia’s pioneering influencers, shared how brands’ attitudes toward influencer marketing have evolved over the years.
“When I started, brands wanted strict control. Now, they’re giving influencers creative freedom. Even the biggest brands are realizing that authenticity works best.”
Maša Zibar
This was a sentiment echoed by the entire panel – simplicity and authenticity are key to success. The best campaigns aren’t overly scripted or forced. Instead, the strongest brand-influencer relationships are built on trust and mutual belief in the product.
“Keep it simple. Don’t overthink. Sometimes, the best collaborations happen when brands and influencers just trust each other.”
As the industry continues to evolve, it’s clear that trust, authenticity, and adaptability will remain at the core of influencer marketing success.
About Sofascore Stadium Meetups
Sofascore Stadium Meetups are exclusive gatherings designed for sports enthusiasts, industry professionals, and digital innovators to exchange insights on the latest trends in sports technology, marketing, and fan engagement.
Each event brings together experts, creators, and decision-makers to discuss real-world strategies and innovations shaping the sports industry. Whether it’s exploring influencer marketing, data analytics, or emerging technologies, Sofascore Stadium Meetups offer a unique space for networking, learning, and staying ahead in the fast-evolving world of sports.
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