• Loading stock data...
Monday, April 22, 2024
  • -
  • -
  • -
  • -

Driving Sponsorship Revenue in the Digital Advertising Age

Capturing fans’ attention can be difficult in a time when they have heaps of information and entertainment in the palms of their hands. The upside to this: smartphones and digital media also give teams and leagues a vehicle to reach more fans than ever before. More eyes can definitely mean more sponsorship money, but it takes the right types of activations.

In this webinar, FOS CEO Adam White is joined by SQWAD founder and CEO Nick Lawson as well as a panel of leaders in the digital sponsorship space to discuss best practices for sports organizations to increase revenue through digital sponsorship opportunities.

Edited highlights appear below:

On using digital sponsorship assets to stand out from competition (06:40)

Rich Franklin, Portland Winterhawks: “The challenge that we specifically had is that in Portland, Oregon, we are probably about the fifth biggest team in town after the Trail Blazers, the Timbers, University of Oregon and Oregon State sports and things like that. So we knew that digital sponsorships were going to become a bigger, bigger part of what we are offering our partners. And really what we kind of knew in the background was we weren’t necessarily going to be able to compete on just a mass audience basis. So when we rolled out our digital strategy for sponsorships, we decided that we were going to take a real different approach. We weren’t going to go in and just talk about branding and banner ads and things like that, but what we really wanted to do was build upon the fan engagement side of things. We felt that that was something that really wasn’t being done at the time or very effectively in the Portland market. What we decided to roll out where opportunities for sponsors to use digital assets, particularly in the area of interactivity and games.”

On mobile phones/technology changing sponsorship as well as live events (14:49)

Chris McKee, The Motor Racing Network: “People’s consumption habits of audio have changed drastically…It’s a little bit scary to us because two years ago I’d get four or five people and now it’s about 80% of the room will respond that they indeed plug into their phone and they’re listening to Spotify, Pandora, or their favorite podcast [as opposed to traditional radio]. So there’s engagement from a digital standpoint with regards to mobile…The tool that we’ve engaged with SQWAD…we’re trying to not only get engagement but longterm engagement with the digital piece and get people to lean into the race as opposed to leaning out… to participate and be part of the game. “

On encouraging fans to participate in mobile games and partner activations (31:09)

Lawson: “What I always say is every team’s going to be different. Uh, just understand where your attention is. Some teams, they have a mobile app and that’s where their attention is. MRN has a radio station and the access to the on-track elements. Some people have a very, very large Twitter following, and that’s where they can win. Even if they’re doing only 5,000 people in the stadium, they might have 30,000 people following on social media. So what I always say is it comes down to the sponsor.”

SEE MORE: How SQWAD’s In-Game Trivia Promotions Add Value to the Portland Winterhawks’ Partners

On educating clients about digital assets and their effectiveness (49:15)

McKee: “You have to understand what their goals and objectives are and figure out what success looks like for that prospect. You shouldn’t do anything until you understand that. Then by forming a relationship on that human connection, you can figure out what their hot buttons are, what their touchpoints are there for success. And then you take the resources you have in front of you. And in our particular instance, we have quite a few, not the least of which is SQWAD…It starts with learning about what success looks like for them and then taking what you have and marrying that together.”

SEE MORE: New Mexico United Delivers Unique Digital Activation for Partner

Copy Link
Link Copied
Link Copied

What to Read

Everything You Need To Know About the Legal Attempts To Kill the ACC

Four lawsuits involving the conference, Clemson, and FSU could determine the future.

A Bare-Knuckle Fighter Won His Pro Debut. The Far Right Scored a Marketing Win

With Proud Boys sponsoring him, experts say extremist groups will use his success to elevate their ideologies and recruit new believers.
Dec 27, 2023; San Diego, CA, USA; USC Trojans wide receiver Kyron Hudson (10) celebrates after scoring a touchdown against the Louisville Cardinals during the first half at Petco Park.

Hearings Have Concluded in the Pivotal USC Athlete Employment Case. What’s Next?

The potentially landmark labor case could end the NCAA amateurism model.

Women’s Basketball Finally Has a TV Deal to Match the Excitement. Now What?

A lucrative new media-rights contract could rectify problems of the past, but the future of March Madness media rights is anyone’s guess.
podcast thumbnail mobile
Front Office Sports Today

Why Ian Rapoport Lives for the NFL Draft’s Chaos


Featured Today

Mar 16, 2024; Washington, D.C., USA; North Carolina State Wolfpack forward DJ Burns Jr. (30) cuts the net after defeating the North Carolina Tar Heels for the ACC Conference Championship at Capital One Arena.

How Two College Seniors Helped DJ Burns Cash In on a Final Four Run

Two college seniors are facilitating deals for NC State’s big man.
Mar 31, 2024; Portland, OR, USA; NCAA officials measure the three point line while coaches from the Texas Longhorns and NC State Wolfpack watch with referees in the finals of the Portland Regional of the NCAA Tournament at the Moda Center center.
April 1, 2024

NCAA Has No One to Blame for Latest Women’s March Madness Transgressions

NCAA is still making avoidable mistakes three years after a complete overhaul.
Nov 16, 2015; Bloomington, IN, USA; General view of the championship banners at Assembly Hall prior to the game between Austin Peay and Indiana.
March 31, 2024

How to Make It in Basketball: Become a Manager at Indiana

Inside the Hoosiers’ unglamorous, profoundly rewarding incubator for basketball’s biggest names.
Mar 19, 2021; West Lafayette, Indiana, USA; Oral Roberts Golden Eagles forward Kevin Obanor (0) and guard Carlos Jurgens (11) and guard Max Abmas (3) and forward Francis Lacis (22) celebrate after an overtime victory over the Ohio State Buckeyes in the first round of the 2021 NCAA Tournament at Mackey Arena.
March 30, 2024

Cinderella Runs Are Great in the Moment. Then Things Can Get Messy

Sustaining success can arguably be more challenging than beating Goliath.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Live Nation
Multiple - USA Careers
Multiple - USA Careers
Multiple - USA Careers

Women in Sports are Leveling Up

Three graduates of Ohio University’s Professional Master of Sports Administration shared their sports business success stories on FOS Fundamentals.

Executive Roundtable: Putting Employees First

Best Employers in Sports, Charlotte Hornets, Miami Dolphins, remote work, diversity, inclusion, COVID-19, leadership, career development

Webinar: How The PGA TOUR Drives Digital Engagement

The PGA TOUR has always been at the forefront of digital engagement and innovation. In collaboration with its longtime partner, iX.co, the TOUR continues to create news ways to engage with its global fan base.

Rapid Returns: How Technology Is Getting You Back to Your Seat

How Oracle’s POS technology is helping fans get back to their seats faster.

Webinar: The In-Venue Technology That Can Welcome Fans Back

Representatives from Samsung discuss in-stadium tech solutions to keep fans safe and entertained with Front Office Sports.

How Digital Technology Is Being Leveraged to Create Great In-Venue Experiences in..

An all-star panel joins Front Office Sports for a webinar on creating strong in-venue experiences for fansduring and after the pandemic.

How Today’s Brands Are Maximizing Sponsorship ROI With Their Own Analytics

Representatives from Dell Technologies, Stanley Black & Decker, GumGum Sports and FOS CEO Adam White discuss sponsorship analysis today.

OneTeam Partners: Athlete and Brand Amplification for the Cutting Edge Sports Marketer

Reps from OneTeam Partners join this Front Office Sports Webinar to discuss esports, NIL marketing rights, working with NFL players, and more.