Inside a Los Angeles Sparks WNBA game at Staples Center

A Trip to the LA Sparks Game with a
Fan Engagement and Sports Biz Lens
@njh287; www.dsmsports.net
In July 2018, I had the chance to attend a Los Angeles Sparks
vs. Washington Mystics WNBA game, with a 4pm Saturday tip.
As with any games I attend, I soak up all the fan engagement
and activation at the game.
Come with me to the game through the following slides, as we
go through a LA Sparks game together.

The in-house DJ/MC was
strong from the moment I
entered (and he really
makes this game
presentation for the
Sparks. He was doing
commentary of the fan
cam and already trying to
get the crowd going during
warm-ups.

The Sparks have banners
alongside the Lakers,
Kings, and Taylor Swift
[record attendance), and
they also project this
Sparks logo on the high
wall all game to give it an
extra Sparks feel inside
Staples Center.

Similar to some of the
catchy safety 'music
videos' being employed
some airlines these days,
the Sparks had their own
version with a pop music
video to convey their in-
game policies and
guidelines. Not bad!

Like many teams
nowadays, LA Sparks
season ticket holders are
'members,' in this case
Sparks 24/7 members.
There was also a push for
renewals as the WNBA
season is about halfway
done and a CTA for a post
game meet & greet
exclusively for members
[sounded like this happens
every game]

Select Physical Therapy
works and gets integrated
into game day quite a bit in
the form of sponsoring the
team health report or, in
the case of the Sparks, the
starting lineups for their
games.

It's All-Star voting season
for the WNBA and the
Sparks had a push to vote
via the WNBA App, where
fans could also win tickets.
Certainly notable they
push the league-wide app;
mostly WNBA clubs (if
any?) have team-specific
apps.

The Sparks promtoed an
open practice, which was
an event that included
post-practice autographs
and tickets to a Sparks
game; hence the $30 price
tag. The practice will be at
a high school. Nice way to
create an event in the
community and
reach/capture potential
new fans.

Another perk of being a
Sparks 24/7 member –
access to the 'MVP
Lounge' inside the
IMPACT Sports Bar & Grill
inside Staples Center [the
bar itself is open to all]

I love seeing how sports
that don't have an organic
pregame honoree [i.e.
Ceremonial first pitch,
puck drop] get creative, as
the Sparks have their
ceremonial game ball
delivery [didn't appear to
be sponsored...yet]

No Sparks
Snapchat
geofilter, though
the Lakers,
Kings, and
Clippers [and
Staples Center]
were
represented. I
did expect one
for the Sparks,
but may not be
budget for it.

You could see a few
sections like this peppered
in the arena, indicating the
group sales efforts –
especially for teams/youth
groups – in full gear.
These are likely the ales
the Sparks are efforting to
drive most every day.

The player intros were
solid – with music and
lights flashing. There was
some b-roll and graphics
as each starter was
introduced.

Right after intros,
moments before the
opening tip, WNBA and
Sparks star Candace
Parker grabbed the PA mic
and exhorted fans to cheer
them on.

It wasn't omnipresent, but
'All4LA' seems to be the
Sparks' tagline (and social
hashtag)

The lower bowl facing the
bench was full, but other
than that the large arena
was a bit sparse. Still,
looked to be a solid crowd
for a Saturday following a
summer holiday, likely
around ~ 3,000-4,000
fans.

A shot of the scoreboard
during the game. There has
been some talk by players of
incorporating more advanced
stats into the WNBA and it
could be good to put on the
scoreboard, too. I'd also like
to see more social curation
[social proof!] on the video
board. There were about
8,500 times the forthcoming
Sneakerhead Night game
was promoted.

Instead of a 'traditional'
cheerleading squad, the
Sparks had the “SparKids”
come out between
quarters to entertain the
fans with a fun dance
performance. No sponsor
attached to this, and kids
looked around 8-14 years-
old.

EquiTrust was all over the
place (and are also the
Sparks jersey sponsor)
and they also presented
the Seat Upgrade,
presented early in the
game.

After each Sparks basket,
there was a replay shown
on the board, interspersed
with a Sparks logo
transition. Surprising to not
see a sponsor bug or
graphic transition, as there
is at the Lakers and
Clippers games.

There was a nice feature
interviewing Essence
Carson in which
she...talked about her
favorite Nike shoes. This
looked like a recurring
segment and is a solid way
to activate a sponsor/tap
into a fan passion.

Also wanted to note the
frequent Uber Eats
promotion with McDonald's
(there is a McDonald's on-
site, too). I would've liked
to see an Uber Eats promo
code to drive fans to
download on the spot,
maybe even to order food
for after the 4pm game.

The Sparks had staffers
circulating the arena with
fat heads of their star
players and a small sign
with some verrry small text
exhorting fans to vote for
the Sparks for WNBA All-
Star.

Always good to have – a
Community Spotlight,
where they recognized a
group that came out to the
game, which is also giving
back to the community.

There weren't a ton of
motion graphics in-game,
but this 'Clap Your Hands'
one was used a few times.
The purple-gold likely
means the Sparks can
borrow from the
Lakers/Staples Center
production teams for stuff
like this.

The Sparks had a fun
Dance Cam [no sponsor
integrated], which was
90% made because of the
DJ's great commentary.
And peek at the look on
those kids' faces. Any
game, any size crowd –
still no greater thrill than
getting on the big video
board.

Hard to tell from this smart
phone pic, but this a group
of young fans holding up
their cell phone, while they
sing in unison like they're
at a concert.
The game ops team and
DJ did a good job of
playing songs they knew
the crowd would know and
leading on fans to sing.

EquiTrust, as I said, was
indeed everywhere, and
they got a full-length ad
that played at the game,
as well.

This was a nice addition to
the game – the COO of the
Game, where a local
business person gets the
chance to meet with the
Sparks COO. Another nice
asset to be sponsored, no
doubt.

In addition to the SparKids,
the Dazzler Cheer group
also performed – they
were the main halftime
'act.' I was roaming the
arena a bit at halftime, but
I don't believe there was
much else – would be cool
to have a youth boys or
girls team play a mini
game. [May be limited by
the hoops there?]

The McDonald's at Staples
Center was very popular –
especially for a crowd with
so many kids, it's good to
have the Golden Arches
there.

There was a sweepstakes
going on here, but it was
mainly a Sparks 24/7
membership table, and the
line to chat with the reps
was quite long. Great!

This is a nice StubHub
memento maker activation
(and data capture vehicle),
but it was not active during
this Saturday evening
Sparks game.

In addition to McDonald's,
another chain – Blaze
Pizza – is inside Staples
Center. It has been there
since 2016 and now one of
its investors, LeBron
James, will be calling
Staples Center home.

This was a nice branded
concession stand (you
don't see many branded
for chips brand at venues).
And, in addition to booze,
they had a nice selection
of chip dishes.

Another sweepstakes /
24/7 membership able with
a special t-shirt for
purchase, too. Also in the
background, you can see
the Toyota on-site [couldn't
tell if it was a sweepstakes
or just look and chat – no
clear signage]

There were several
concession stands –
mainly the booze-y ones,
that were not operating for
this game.

A couple other shots of
stands that were closed;
the Golden Road lounge, if
open, makes for a nice
little photo spot with the
surfboards.

The IMPACT Sports Bar &
Grill was open to all,
though, and had food and
cocktails and some sports
TV there.

One more dance troop
performed at the game –
the Sparks Crew, which
was a bit more
professionalized, it
appeared, and older than
the preceding youth ones.

During a media timeout in
the 2nd
half, there was the
Magic Moment of the
Game, when an aspiring
music artist got the chance
to perform for the crowd...

Nathan Davis Jr. got to
perform a Michael Jackson
song, and got the crowd
into it a bit, too.

A fun and clever way to
activate this unique partner
– the Vivica A. Fox Hair
Collection – with a Wig Out
Cam, which results in
some funny visuals, again
further augmented by the
in-house DJ.

The Sparks have a mascot
– Sparky – who roams the
stands and the court
during the game, and can
sometimes be seen with a
giant inflatable bone.

Everyone loves a t-shirt
toss...

Thanks for coming along with to me the LA Sparks game! They
fell to the Washington Mystics, players lined up and shook
hands after the game, and fans made their way out of the
arena.
I love any chance to check out a game, an experience, and to
see how teams engage with their fans. The Sparks try to keep it
energetic, keep the crowd involved, and to create such an
atmosphere that all fans leave having had a good time,
regardless of the score.

Later halftime, the Sparks
shared en masse all the
scoreboard messages
submitted for the game –
including a couple Happy
Birthdays you see here.

While I understand some
of the beer/booze stands
being closed, it was too
bad to see this Verizon-
branded AR activity –
which has a version for
hockey and for basketball
games – not operating for
this game, teeming with
families.

A neat activation in
Staples Center, with
Toshiba helping to create
'LA Interactive' where fans
can explore interactive
maps of Staples Center
and LA landmarks.,
although I didn't get a
chance to play with these
touch screens.

Not quite as many
merchandise stands
operating for the Sparks
game, but...

The main Team LA store
had plenty of Sparks on
sale and on prominent
display.

Inside a Los Angeles Sparks WNBA game at Staples Center

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Inside a Los Angeles Sparks WNBA game at Staples Center