Shiz Suzuki, vp of global brand sponsorships and experiential marketing at American Express, noted that despite more than half of the tickets for the race being purchased with its product, it felt obligated to produce an on-site experience similar to its U.S. Open tennis or Coachella presence and “show up in the shoes of the fan.” Frank Amorese, vp of media, partnerships and creative studio for Heineken USA, noted that even as the event’s naming-rights sponsor, Heineken put its guest and fan experience first.
“We even did some things where we would take a beer from the hotel, drink it while we walked, figure out where we were going to finish that beer and figure out how closely we could put another beer stand close to that,” Amorese said.
Even ticket sellers can make fans
Ticketmaster discovered that fans who interact with its app are 30% more likely to buy a ticket and show up again. Why? Because the ticket seller used its data to personalize ad messages around live games, increase purchase intent, attract a younger audience, and drive sales for its brand partners like the NFL, NBA, and NHL.
Ticketmaster encourages users to go into the app, select their favorite teams and venues and get an early look at seats when season schedules are released. For fans hesitant to get in the game, Ticketmaster ran a brand campaign capturing the postgame emotions of people leaving sporting events and sent four fans to the most recent Super Bowl.
“Our app is our important marketing channel,” said Sonika Patel, svp and head of marketing for Ticketmaster North America.
Build your brand into sports
A brand can show up in multiple corners of sports, but fans take notice when sponsors take ownership.
Financial services provider Ally has a presence in NASCAR, esports and Major League Soccer, but two years ago pledged to divide its sports media spend 50-50 between men’s and women’s sports. Ally chief marketing and public relations officer Andrea Brimmer told Sportico sports business reporter Kurt Badenhausen that the split went from 90%/10% in favor of men’s sports to a 54%/46% margin, with Ally now deeply invested in the NWSL, WNBA and even the Wrexham women’s team.
