NASCAR, USGA, NHL – Getting to Yes on
Overcoming objections to get team buy-in on new in-venue sponsorship activation.
LEARNINGS FROM INSIDERS - BY THE TEAM AT BRIZICAM.COM
There are a growing number of digital and data
driven fan experience options, and maybe
there’s one you’ve got your eye on.
Let’s skillfully develop a game plan to get your
entire organization on board!
A. Sponsorship/Media Rights
— A unique sponsorable activation can help your sponsorship team
keep large sponsors approaching the end of their partnership term
— Give you new ammo to approach new or stale sponsor prospects
— It can help you bundle unsold inventory into new packages
— Gives you valuable new inventory to go after new or stale prospects
— Can increase the value of your rights fees
— Elevates reputation of property to “world class”
What’s in it for me?
Deloitte/USGA partnership renewal
“By leveraging the power of data, we are building new ways for golfers
and the golf industry to connect and learn, and the investment we are
making in technology now should help empower the game long into
the future. Our work with Deloitte continues to show us the many
possibilities that lie ahead.” Mike Davis, CEO of the USGA.
“…Deloitte not only wants to help the USGA grow the game, but
increase engagement and inclusion by helping the modern golfer
better connect to the game leveraging digital technology.” said Cathy
Engelbert, CEO of Deloitte
— Create new excitement and buzz during and after the event
— Modern fan engagement technology tends to have a big social
component, which helps amplify event activity
— Gives a new story to tell for promotional activity
— Can drive new ticket sales
What’s in it for me?
NASCAR drives ticket sales through auxiliary
“[when it comes to ticket sales]… fans put nearly 20 percent
greater relative importance on being ‘delighted’ in the stadium
before, during, and after the race through tailored and unique
experiences, and other entertainment options.” (using
NASCAR as the example)
NHL investment in technology & ability to produce
digital content, key to sponsorship
“It’s clear why sponsors choose the NHL as a business partner.
They point to the unmatched passion and loyalty of fans for
their favorite team, as well as the league, and the effective
marketing platform this provides. The NHL is committed to
generating exciting digital content, collecting statistical
data for fans to analyze and offering unique content on its
social media platforms to enhance the overall fan experience –
making the league an important target for any company’s
marketing and sponsorship team.” (Scotia Bank)
C. Game Operations
— Modern fan activation is often powered by modern, scalable, tech,
this reduces the requirement for more man hours to deploy and
provides better management tools (if any are required)
What’s in it for me?
Tigris, marketing agency working with sports
sponsors like CenturyLink & Ricoh
“…we are spending less time on a previously manual
process… it’s just how the sponsorship industry has been
evolving,” said Kelly Baird, VP of Operations & Client Services
at Tigris. “Speciﬁcally on behalf of the client… to provide them
a turnkey solution and a platform that they can use for all their
different sponsorships…” (FSO)
— Ask for different payment terms, up-front, vs per-game, vs
— Modern activation benefits everyone in your organization, ask
marketing for part of their budget, ask game-ops for part of theirs
— Pull case studies, get the vendor involved, talk to industry peers, and
collect data to show how the activation delivers against your, your
sponsor’s, and your organization’s objectives
How do we justify costs?
“We think about innovation in terms of
incremental fan happiness.
If fans are happy, they come back and spend more,
and they have a better impression of the brands
that helped deliver those experiences.
It also makes every level of a sports org look good.
That’s something anyone can get behind.”
Evan Pancer, Sports Partnerships, Brizi
Thanks for reading
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