July 2012 -
Sponsorship Activation
The Sports Resource has provided sports analytics
consulting since 1997. To learn more about our innovative method of using
statistics to activate sponsorships, call Steve Fall: 512-852-8193.
Taking Activation to the Next Level
Technology has improved dramatically at professional sports venues.
Video boards make the fan experience better, but what about the content
they display? Unfortunately, in-venue statistical content has not kept
up with the technology. There is a lack of both creativity and game
relevant information, which offsets the benefits of the tremendous
display capabilities and leaves the fan wanting more.
Video boards can provide information fans can’t get at home, but usually
show only the most basic core stats. Our approach enhances the fan
experience with insightful statistics presented as entertainment.
This “datatainment” offers unlimited sponsorship activation opportunities.
We customize statistics to match your brand’s message, and develop
strategies to use them for activation. Our concept makes ideal content
for social media. When fans see revealing content, they share with their
network. We also create experiential and interactive in-venue displays
that make it fun and easy to do this.
Whatever brand you represent, we have a way to
activate your sponsorship with innovative statistical content. The concept may sound simple, but
it has powerful capabilities. Best of all, fans, sponsors and properties
all win!
So What’s Our Story?
Here’s the deal: we help sports professionals get more out of their deals.
The Sports Resource started in 1997 when sports agents began finding our
services invaluable. How much so? In 2011 alone, we worked on contracts
totaling $332 million. We assist with baseball arbitration cases and
promoting free agents. Our statistical packages also enable agents to land
new clients and market them for the NBA and NFL Drafts.
That same expertise helps companies and agencies activate sponsorships, and
get far more for their money. If you would like to discuss opportunities,
please contact Steve Fall at 512-852-8193 or steve.fall@sportsresource.net
The Future of Activation
Today there are more tools available for activation than ever before, but can we
use them even more effectively?
Anheuser-Busch's Blaise D'Sylva shared some insightful comments on a video filmed
during last month's Intersport Activation Summit. He identified three trends that
his company thinks about for the future of activation: social broadcasting, real-time
sharing and gamification.
Social broadcasting has powerful capabilities since it enables brands to expand
their reach beyond the venue. “Brands are looking to broadcast out to their consumers,”
said D'Sylva in the video. “Because they can do something at an event and then take
that and reverse amplify out to millions of consumers through digital and the social
networks."
Fans have always told their friends about a great gameday experience. But today
sharing happens real-time, which makes creating memorable experiences even more
vital. Brands that provide unique content get fans talking and, most importantly,
sharing with their network.
St. Louis Rams CMO Bob Reif spoke about the challenge of making the stadium experience
surpass what fans can get at home. He also mentioned the second screen, which many
fans rely on while watching in their homes. “It’s about creating those experiences
that replicate the in-home technology with seats,” said Reif during the Sports
Facilities & Franchises Ticketing Symposium in June.
D'Sylva believes gamification can activate sponsorships in either setting. "How do
we take either an at-home or in-stadium experience that gets them continually engaging
with the content?” he asked. One of their goals at Anheuser-Busch is to provide
experiences before, during and after events. The right activation strategy can make
that happen.
The Sports Resource
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