As brands everywhere align themselves with sports franchises, each collaboration has to become even more distinct to engage fans.
At ADWEEK House’s Raceway activation at Formula One’s Las Vegas Grand Prix, execs from Google, EA Sports, Amazon, and more revealed how the next era of fan engagement needs to ratchet up interactivity amid a crowded field.
Participation is the new currency for fan attention
EA Sports has started reframing itself as a media platform for the next generation, according to Andrea Hopelain, SVP of marketing and commercial.
For instance, EA has partnered with F1 for its eponymous video game franchise.