Whether or not we consciously think about it, things change when we enter a stadium. It could be your first game ever or the final home game of the season as a season ticket holder, but something happens when you walk through the gates. It could be the smell of hot dogs or freshly mowed grass. It could be the ambient sound of 20,000 of your closest friends milling about the concourse getting ready for tip-off. It could be the captivating power of LED ribbons and giant video boards lighting up the building. It’s a sensory experience that takes over.
live sports events change consumer behavior
It turns out that the live experience doesn’t just play to our five senses, it impacts our perceptions and behaviors, too. What does this mean for advertisers? In a world of increasingly complex ad buys, elusive audiences, and a shift from live TV to streaming content, brands need to be smart about where they invest. Will Funk, EVP of Corporate Partnerships at Turner Sport, recently wrote about how these phenomena should be pushing advertisers towards strategic partnerships and towards sports.
"Sports are always-on endeavors and ones that transcend generations," says Funk. "Marketers that embrace this approach see the most value. Breakthrough creative ideas can only be formed through true partnerships, ones manically focused on connecting with people on a deeper, emotional level. How marketers effectively put that into practice within sports provides a solid blueprint for how the industry can begin to return to its partnership roots.”
That’s what makes live sports such an incredible opportunity for brands to build partnerships and engage with key consumers. Being able to reach such an influential, powerful audience creates a much more efficient campaign with strong results. As Funk states in his article, “A true partnership means embracing the culture of the property or media when shaping your brand's message. If a marketer saw value in investing spend in the property in the first place, it only makes sense to maximize that return with a higher level of authenticity.”
our network can make this easy
InStadium’s role is to make access to this high-value group easy and help bring breakthrough campaigns to life. Our network of more than 425 teams across 9 sports leagues can help deliver on those core concepts. One contract and one point of contact means turnkey programs with more efficient reach and spend. Our multi-channel approach utilizes video, audio, mobile, and social to leverage access to this superior and influential target: the live fan.
And if you like what you've read, subscribe to InStadium Insider today.
InStadium is the nation’s largest fan engagement platform, leveraging partnerships with more than 425 professional and collegiate sports teams among nine leagues nationwide. Powered by live sports, we create compelling brand engagement opportunities for Fortune 500 clients on game day - at more than 675 stadiums and arenas - and beyond, through rich mobile and social programs tailored to live sports fans. We help brands engage with fans before, during, and after their stadium experience. Be a part of it. Contact us at email@example.com or here.
Have something to add? Let us know by leaving a comment.