Taking the Field: 11 Strategies for Scoring with Sports Fans - Event Marketer

Taking the Field: 11 Strategies for Scoring with Sports Fans

Sports fans are some of the most passionate consumers in the world and as sports sponsorships continue to evolve, brands are searching for new ways to bring meaningful experiences to the fervent demographic. Not only do modern brands need to illustrate genuine devotion to the teams and leagues they sponsor, they’re also expected to offer relevant experiences that bring consumers closer to the sports and athletes they love the most. Following are 11 strategies for engaging sports fans—and scoring some ROI along the way.

  • Snapchat Spectacles and ‘Beardsketball’ Help Trolli Entice NBA Fans

    It’s not every day you see a beard-shaped basketball net, but then again, when a company defines its brand promise as “weirdly awesome,” nothing should come as a surprise. That quirky character is exactly what candy company Trolli (inventor of the gummy worm) wanted to share with NBA fans on Jan. 20 when it unveiled...

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  • Data Collection: Continental Tire Scores With Basketball Fans

    Continental Tire is no stranger to non-endemic sports sponsorships—its partnership with Major League Soccer has been paying dividends since 2010. Now, thanks to a host of college basketball partnerships, the brand is extending its presence in the athletic space with a 360-degree campaign aimed at boosting brand visibility and collecting that ever-valuable fan data. In...

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  • Fan Engagement: Inside Bud Light’s Down South Tailgate Tour

    The Southeast is known for its die-hard college football fans and what do they love almost as much as some good old-fashioned pigskin? Ice cold beer, of course.

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  • How They Did It: Inside Team USA’s Road to Rio Tour

    The Summer Games may be over, but for more than half a million consumers across the country, their brush with Olympic glory lives on thanks to an epic 14-month tour produced by the United States Olympic Committee. The Road to Rio Tour presented by Liberty Mutual Insurance brought top athletes and the spirit of the...

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  • American Express Pro Walk Scores with Fans at the US Open

    Thanks to American Express’s immersive Pro Walk, fans at this year’s US Open got to do something they would never get to do any other way—walk like a pro onto center court at Arthur Ashe Stadium and experience all the emotion and gravitas that entails along the way. The activation was the centerpiece of the...

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  • How Firestone’s Fan Experience Drives Excitement Among INDYCAR Race Enthusiasts

    Firestone, the official tire of INDYCAR, over Memorial Day weekend celebrated the 100th running of the Indianapolis 500 with VIP hospitality, a Race Mario social media-based sweepstakes and the Firestone & INDYCAR Fan Experience that included a digital tire interactive, an airbrushed tattoo station, a race tire bag toss and a racing simulator. It was...

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  • Wells Fargo’s Social Media Hub Draws Golf Fans

    The social media hub at the Wells Fargo Championship, a professional golf tournament on the PGA Tour held in early May in Charlotte, NC, this year generated 40,000 social engagements by fans and 310 million impressions throughout the week. It has been hailed by golf’s powers that be as a best practice for amplifying the...

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  • Bridgestone’s Winter Classic Focuses on Fans

    As seven-year presenting sponsor of the Bridgestone Winter Classic, the tire manufacturer has created a successful platform to build brand awareness and fan engagement, influence consumer purchase decisions and capture data for follow-up. The Winter Classic pits two popular hockey teams in an outdoor matchup on New Year’s Day and, along with fan activations at...

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  • StubHub Game Show Names L.A.’s Biggest Superfan

    StubHub on Nov. 12 unleashed some of Los Angeles’ wildest supporters inside Microsoft Square to determine the city’s number one superfan. Leveraging a live game show format, the brand invited seven competitors to complete a series of challenges resembling the NBA’s annual Draft Combine as part of its cross-channel Let Your Fan Out campaign. The...

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  • LG Recruits Consumers In Final Four Fan Fest Experience

    To strengthen its sponsorship of collegiate sports, LG returned to the NCAA Final Four Fan Fest April 3-6 at the Indiana Convention Center in Indianapolis, IN, with a brand new footprint. Different from previous years’ experiences surrounding LG House, and products displayed in a home environment, the new 4,500-square-foot LG Training Facility was designed like...

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  • Fan Fest Scottsdale Scores With Sports Fans

    Dick’s Sporting Goods, Coca-Cola and presenting sponsor Cox Communications were among the brands activating at Fan Fest Scottsdale at Scottsdale Fashion Square, which took place Jan. 26 to Feb. 1. The Fan Fest tapped into the excitement generated by the Super Bowl XLIX, which took place on Feb. 1 at the University of Phoenix Stadium...

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