What are the most effective ways to activate sports partnerships across different channels and platforms?

Right at the start is the best time to make sure that results are realistic and that expectations are being managed. Be sure that you know what success looks like for the partner and focus efforts and assets on achieving mutually-agreed milestones for success.

Alinhar objetivos e valores é a base sólida para parcerias esportivas eficazes. Garantir que ambas as partes estejam alinhadas estrategicamente não apenas fortalece a colaboração, mas também cria uma base para uma parceria duradoura.

Diversifying the asset mix in a partnership, encompassing social, digital, in-person, match day, and various content formats, proves to be a strategic approach for maintaining partner engagement. This comprehensive strategy not only results in a well-rounded calendar of touchpoints but also provides the flexibility to adapt based on real-time performance metrics. By tapping into diverse channels, it ensures consistent interaction with the audience, while the ability to pivot allows for optimization based on what resonates most effectively with the fanbase. In essence, this approach enables both parties to stay agile and responsive to the dynamic landscape of fan engagement and content preferences, creating a mutually beneficial partnership.

Kicking off a partnership with a clear understanding of your clients goals + KPIs is critical to long term success. Setting up an initial onboarding call with other members of both teams (marketing, social, design, etc.) is a great way to have impactful discussions on what both parties are looking to get out of the relationship. It's also ensures that all parties within each organization feel that they are actively contributing to the success of the partnership and not just having more work added to their plate.

Alinhamento de interesse e gestão de expectativa são 2 pilares fundamentais para que as parcerias esportivas tenham resultado e se perpetuem.

Building a diverse asset mix (social, digital, in-person, match day, long form vs. short form content, etc.) in a partnership agreement is a great way to keep your partner engaged throughout the term. It not only allows you to build a well rounded calendar of partner touchpoints, but also gives you the flexibility to pivot if certain programs are performing more effectively than others with your fanbase.

A escolha dos canais e plataformas certos é crucial para o sucesso das parcerias esportivas. Considerar a demografia, o alcance e a afinidade do público-alvo em cada canal ajuda a maximizar o impacto da colaboração.

Partner Channels are another important consideration. How will your brand show up throughout the fan journey to engage with target audiences? Will you contextualize your brand to the environment in order to further showcase your alignment with the sport? A great sports partner will help guide these decisions, providing support to your marketing team throughout content creation as well as by providing best practices for design, copy and activation concepts.

Entenda com quem você quer falar e escolha a plataforma correta. Se o seu foco é ser mais abrangente, ajuste a comunicação de acordo com cada plataforma e entre onde o seu público e a atenção dele está.

Entender como a marca quer se comunicar dentro do mix de produtos de um patrocínio esporte; pode ser via publicidade estática (branding), relacionamento nos camarotes com outras marcas (hospitality), ativações com o torcedor durante as partidas (sampling) e ações de engajamento nas redes sociais. O clube é um ativo de marketing das empresas

Web3 creates enormous opportunities for brands to add value to their audiences by democratizing specific revenue generating models. I have seen this work particularly well across Sports Gaming and Sports betting whereby users can compete online; earning real world rewards and currency based on a teams performance from the live event. This generates engagement beyond content distribution allowing fans to participate and make impact. Partners can then plug into this experience by adding their message/products to the gamification. Stadiums can lean into 'Pokemon Go' style gamification where users have to find 10 of 'X' to receive a 25% coupon off the club store. This level of engagement results in fan loyalty and retention.

Para se destacar, é fundamental criar experiências únicas e memoráveis nas parcerias esportivas. Desde eventos exclusivos até conteúdo envolvente, a diferenciação é a chave para atrair e reter a atenção do público.

One of the prime examples is Manchester United Football Club which exemplifies effective sports partnership activation. With extensive stadium signage, including digital boards, they maximize brand exposure during matches. Their jersey sponsorship with Chevrolet back in the day was a prominent example of effective branding on a global scale. Through fan events, player appearances, and community initiatives, they maintain strong connections with supporters. Furthermore, partnerships with media outlets ensure comprehensive coverage, while their merchandise sales capitalise on fan loyalty, demonstrating comprehensive activation across various channels and platforms.

Sports partnerships are gold, but only if you play it smart. Ditch the one-size-fits-all approach. What works on TV won't always fit Instagram or a live event. Know where your fans hang out and hit them there. Think beyond logos on jerseys. Bring fans something they'll buzz about – maybe a virtual hangout with their sports hero or a game that puts them in the action. Make every touchpoint an experience, not just another ad. Then, keep score. Are people talking, clicking, buying? Adjust your game plan based on real stats, not gut feels. Bottom line: make it memorable, make it genuine, and make sure it's a win-win.

As experiências no esporte, onde existe paixão envolvida, tem um poder de serem as mais duradouras e inesquecíveis na vida do fã. Entenda o que pode ser memorável e exceda as expectativas

A mensuração e otimização contínuas são imprescindíveis para o sucesso a longo prazo. Utilizar métricas relevantes e ajustar a estratégia com base nos resultados permite maximizar o retorno sobre o investimento e aprimorar a eficácia das parcerias esportivas.

Before the start of the season, align with Sports Partners on your objectives for the year and create a measurement roadmap. Setting expectations and understanding turnaround times on post campaign and end of season reporting will help a Sports Marketer to best manage internal expectations and resources.

Achieving success in sports partnership activation requires continuous refinement. Utilize key metrics like reach, engagement, and ROI to measure performance across channels. Leverage insights gained to optimize strategies, fostering a dynamic partnership that evolves with data-driven precision, and maintain transparent communication with your partner to collectively celebrate milestones and capitalize on shared successes.

You need to establish what the goals are before you can start to measure because what are you actually measuring? Make sure there is alignment with all stakeholders what success looks like in terms of metrics and measure away! Also, measure along the way if you can to be able to test and learn what impacts the metrics the most.

A mensuração é algo subjetivo. Existe algumas possibilidades, mas o principal motivo de patrocinar alguma entidade esportiva é o seu poder de conexão, uma vez que o esporte é uma ferramenta, que potencializa seu canal de vendas e de relacionamento

Além dos pontos principais, é crucial considerar a adaptabilidade e a inovação constante. O cenário esportivo e digital está em constante evolução, e estar atento a novas oportunidades e tendências pode abrir portas para parcerias ainda mais bem-sucedidas.

Hire the right talent that will or already have embraced AI and can bring continued innovation that will engage brands with fans.

Criatividade e timing. São os principais pontos para um patrocínio efetivo. As ações devem ser sempre criativas e cocriativas com o clube, que envolva o cotidiano da entidade; e o timing tem que ser no momento exato, em um título; uma vitória de um clássico

Each time I entered a new market as a corporate sales representative, I actively sought valuable insights. I engaged with fellow representatives to understand their experiences and identified areas where they may have overlooked opportunities. Additionally, I conducted thorough research on the market, gauging how many organizations had approached them for business. Armed with this information, I crafted a distinct approach and strategy, ensuring my conversations with prospects set me apart in the market.