What’s next for sponsorship? The need for digital innovation for fans & venues

By Nick Addecott, 19 September 2023 | 3 mins read

Sponsorship has always been a crucial aspect of the sports industry, providing essential financial support to teams, athletes, and events. However, with the rapid advancement of digital technology, the landscape of sports sponsorship is undergoing a significant transformation. As fans increasingly engage with sports through digital platforms, the future of sports sponsorship lies in digital innovation for both fans and stadiums.

One of the key areas where digital innovation is making an impact is fan engagement. In the past, sports sponsorship primarily focused on branding and visibility through traditional channels such as stadium signage and TV commercials. However, with the rise of social media and streaming platforms, fans now have more opportunities to interact with their favourite teams and athletes. This shift has opened up new avenues for sponsors to engage with fans in a more personalised and immersive way.

Digital platforms allow sponsors to create interactive experiences that go beyond traditional advertising. For example, sponsors can develop mobile apps or online platforms that provide fans with exclusive content, behind-the-scenes access, and interactive games. By offering these unique experiences, sponsors can deepen their connection with fans and create a more meaningful association with the sports property they are sponsoring.

Furthermore, digital innovation is also transforming the stadium experience for fans. Stadiums are no longer just physical venues for watching sports; they are becoming digital hubs that enhance the overall fan experience. From high-speed Wi-Fi to interactive screens and augmented reality, stadiums are incorporating technology to provide fans with a more immersive and engaging experience.

Sponsors can leverage this digital transformation by integrating their branding and messaging into these digital platforms within stadiums. For example, sponsors can create interactive displays or augmented reality experiences that allow fans to engage with their brand in a unique and memorable way. This not only enhances the fan experience but also provides sponsors with valuable data and insights on fan behaviour and preferences.

In addition to fan engagement, digital innovation is also revolutionising the way sponsors measure the impact of their sponsorship investments. Traditionally, sponsors relied on metrics such as TV ratings and attendance figures to evaluate the success of their sponsorships. However, with the advent of digital technology, sponsors now have access to real-time data and analytics that provide more accurate and detailed insights into fan engagement and brand exposure.

Digital platforms enable sponsors to track metrics such as social media mentions, website traffic, and online engagement, allowing them to measure the effectiveness of their sponsorship campaigns more precisely. This data-driven approach not only helps sponsors make informed decisions about their future investments but also enables them to demonstrate the value they bring to sports properties.

The future of sports sponsorship lies in digital innovation for both fans and stadiums. By leveraging digital platforms, sponsors can create interactive and personalised experiences for fans, enhance the stadium experience, and measure the impact of their sponsorships more accurately. And as technology continues to evolve, sports sponsorship will undoubtedly continue to adapt and embrace new digital opportunities, providing fans with more immersive and engaging experiences while offering sponsors new ways to connect with their target audience.

Are you looking to up the ante with your own stadium or sponsorship experience, truly harnessing its digital potential? At The Maverick Group we’re passionate about fusing technology with sport, with some exciting proprietary work in this area. Get in touch to find out more.