Leveling the Playing Field: Sports & Experiential Marketing
In order to stay relevant, the sports industry must stay ahead of the curve and continue to build emotional connections with fans.
Sports fans are some of the most passionate, committed, and loyal people. They bleed their team colors, tune in religiously, and drop considerable amounts of money to attend events.
However, there is also a stark reality. The fan experience has changed drastically over the years. The overall “buy-in” has increased! It has continued to become more difficult for a person to afford to count themselves among the legion of a team’s “SUPER” fans.
And to realize this is an issue for the sports industry one only must look at the numbers. The average cost for a Super Bowl ticket is $5,000. The World Cup Final? Prepare to spend a grand. Recently, a ticket to see LeBron break Kareem Abdul-Jabbar’s record topped an eye-boggling $70K.
My point is, the Average Joe is not attending these events—if they are their seat is in the nosebleeds. So how do teams connect with fans and encourage engagement? Simply put, it’s time to look to a new wave of Experiential Marketing.
Making a Fans Experience More Extraordinary
Through experiential marketing, a fan is offered a unique and dynamic experience—with teams and athletes. Now, this isn’t about having a “Kids Zone” at a game or doing a meet and greet with a star player. Experiential sports marketing goes beyond that.
It is participatory, hands-on, and interactive. Experiential marketing is inclusive and brings every fan into the fold—regardless of where their seat is in a stadium or if they are at home.
Experiences Beat Material Things
Ultimately, people value memories and experiences more than they do most material things. That means shooting a free t-shirt out of a cannon or handing out a bobble-head of a star player carries less weight than a live experience or buzz-worthy digital event.
Moving beyond traditional marketing approaches, which is passive, enables a sports brand to involve a fan directly and lets them play an active role from beginning to end. It can take the form of 4D interactive experiences, gamification, or pop-up events that enable access to players or allow a fan to feel as if they were just made part of the team. Other approaches include utilizing holograms or other imagery that can be seen in-person or at home, as well as invite a fan to take action or encourage some level of engagement on social media or other branded platforms.
For example, a kid gets to go one-on-one against his favorite NBA player as a 3D hologram on an actual basketball court. No VR glasses needed!
Benefits of Innovative Experiential Sports Marketing
It extends the “shelf life” of an event. When a fan is offered an exciting experience and enjoys something, they shout it from the rooftops. Plus, not only does it create word-of-mouth-buzz, but it also delivers shareable content that can boost brand awareness and affinity.
It builds a positive image. By leveling the playing field for all fans and involving everyone in the journey, you make a lasting impression. After all, everyone wants to feel included in something special and one-of-a-kind.
It encourages fans to keep coming back for more. Remember, a happy fan is a loyal fan, no matter how the team is doing in the standings! If they feel like you are truly trying to earn their business, they’re going to be a repeat customer.
It is authentic, which builds an emotional connection. Where there is trust and personality, there is humanity, which pays off in many ways for the fans, the teams, and the brands!
Experiential sports marketing opens the door to everyone—letting them become true “SUPER” fans.
