Five Ways Brands Are Approaching Sports Sponsorships

Posted on by Chief Marketer Staff

As fans begin to fill stadiums and attend live sports events again, marketers are taking a different approach to sports sponsorships. Brands are adopting new tactics and priorities in the months ahead, like carefully choosing partners that drive business objectives forward, providing special access to fans engaging at home and tapping emerging technologies, according to a piece in Event Marketer. Following are ways in which sports sponsorships are likely to show up this fall.

Special Access

Brands are marketing to sports fans with both in-person and at-home experiences in mind, given that attendees will continue to have varying levels of comfort with attending events in person. One way to show at-home fans some love is to provide special access, such as behind-the-scenes footage or virtual player meet-and-greets.

Selective Partnerships

Brands are increasingly focusing on partnerships that provide real value for their organizations and drive the business forward, particularly in light of the pandemic’s real economic effects. Companies are being more upfront with partners about their marketing and sales goals so that they’re able to deliver the tools and assets needed to move the needle.

Emerging Technologies

New technologies, like touchless solutions and virtual reality, will play an even bigger role than they did pre-pandemic. For example, wine brand Meomi is considering offering a virtual reality experience in its on-site lounge at the PGA, and Rocket Mortgage is embracing AR, AI and touchless at both PGA events as well as its business conferences.

For more ways brands will show up this fall through sports sponsorships, including engaging fans with multiple touchpoints, read on in Event Marketer.


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