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Examining The Future of Sports Sponsorships

GumGum Sports’ latest report, “The Future of Sponsorships”, details several key trends that sponsorship professionals should be keenly aware of.

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(GumGum Sports is a proud partner of Front Office Sports)

Since the dawn of professional sports, sponsorships have been a critical part of the space. Sponsorships draw massive numbers of eyes to a sponsor’s logo or product and supply teams/organizations with a significant portion of their revenue. GumGum Sports estimates that the combination of TV and social media team sponsorships drives $3 billion alone in media value back to the league’s sponsors, nearly a 5x return on investment.

And that’s not even factoring in value from digital streaming or the viewers that are able to watch via an illegal streaming service. In GumGum Sports’ latest report, The Future of Sponsorships, details several key trends that sponsorship professionals should be keenly aware of:

  • Artificial intelligence will quickly become an even bigger part of measuring the success of sponsorships by providing deterministic insights like sales uplift among rights holder fans vs. the general population.
  • Somewhere between 40-60 percent of every leagues’ inventory is missing a significant portion of its overall value.
  • The key to more accurate media value measurement is the ability to track data against a goal or industry standard. This gives those staff members involved in carrying out the actual campaign something to strive for.

Download ‘The Future of Sponsorships‘ to learn the various ways in which technology will build greater trust and performance between sponsors and rights holder

As the world around the sports industry continues to change, so does the overall sponsorship space. Those organizations who chose not to change with it run the risk of not fulfilling their potential or achieving maximum revenue.  Therefore, it behooves most professional sports organizations to understand how much room for improvement they actually have when it comes to securing and executing their various sponsorships.

To download the full report from GumGum, click here.

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Strategies For Building A Winning Ticket Sales Strategy

It is vital for ticket sales executives within sports to understand what goes into filling a stadium and the analytics used in building that strategy.

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(*StellarAlgo is a proud partner of Front Office Sports)

A strong ticket sales strategy is an important key to success for any professional sports team, especially those looking to grow rapidly.

“When we look at building a strong ticket sales strategy, our first focus is understanding our audience: how our fans engage with the club, their preferences and purchasing behaviors and their experience with our guest services,” says Allison Yee-Garcia, VP of Marketing at Sacramento Republic FC. “We seek to understand these key metrics through genuine interactions and strong data collection and analysis, which then shape how we move forward with new initiatives.”

A strong understanding of the audience gives a team a head start on preparing for the future.

“As we look toward a potential MLS stadium, we are already planning to implement technologies that will enable a robust understanding of our fans, including a cashless environment, beacon technology and data-enabled fan activations,” Yee-Garcia says. “We also recently launched an official mobile app that’s helping us with fan profile development and surveying as well as setting the groundwork for a move to an all-digital ticketing environment in 2020.”

Building a strong sales strategy can be a difficult process. In the opinion of many professionals within the sports industry, however, it comes down to a few critical factors.

READ MORE: The Kansas City Royals Partner With StellarAlgo To Learn More About Their Fans

Get Personal

In an age where everyone carries a screen in their pocket at all times, consumers are being sold products at every possible second. Teams need to find ways to make fans care about their messaging in order to stand out. This is one philosophy that StellarAlgo imparts to the more than 30 professional sports teams they work with.

“Your fans are busier than they’ve ever been in history. They get more marketing messaging than they ever have,” says StellarAlgo Founder and CEO Vince Ircandia. “There’s more demand on their attention than there ever has been in the past. While you have these really, really passionate people that love your brand, teams need to innovate and think hard about how well they understand their fans, and message to them on a more personal basis.”

Personal messaging can help build the lifetime value of that customer. For that reason, teams that develop a strong community around their brand will see better results than using a more generic marketing strategy.

After recently beginning a partnership with the Kansas City Royals, StellarAlgo is working with the team to go through audience analytics including survey data, marketing automation, primary and secondary ticket purchase history, and other datasets to find commonalities amongst their most engaged fans. This helps the team realize the best ways to cut through the clutter and reach new fans.

Know The Important Analytics

It is expensive to find new fans. If teams can better understand the fans within their current databases, they can find ways to bring them back more and more frequently.

“Segmenting those fans starts with having a really good dataset,” Ircandia says. “So we are using pretty strong machine learning techniques in order to really let our algorithms determine how fans cluster and which of those attributes are really important in terms of the messaging around the fans.”

For example, StellarAlgo helps teams pay attention to the size of frequent transactions. This can often be some of the most predictive data. Understanding where a customer is in their customer life cycle can help teams tailor their messaging.

“If there’s someone that’s just made a whole bunch of purchases with you, you’re going to deal with that a little bit differently than you would deal with somebody that maybe hasn’t engaged with you in a while or if they’ve engaged with you in a really specific way as of recently,” says Ircandia.

Behavioral and demographic data also makes a difference. Certain groups of people may like to purchase tickets far in advance, some may prefer to purchase day of game. Others value cheap tickets over premium experiences or family events over other themes. Understanding how those fans cluster helps prepare ticket reps for the sales process.

Know Why Something Was Successful

Engagement, clicks and revenue all factor into whether or not a sales campaign was as effective as it could have been. But why did the customers respond the way they did to the different elements of the campaign? Understanding this is important to replicating success in the future.

READ MORE: StellarAlgo Turns to Machine Learning to Help Solve Ticketing Challenges

Be Able To Change Course Quickly, If Needed

Many organizations don’t have the time to evaluate the success of a campaign until after it is over. Machine-learning and automation can help solve some of these issues.

“Organizations are so lean and people get so busy that the postmortems that they do for sales campaigns are not generally automated. That’s one of the things that we try to do at StellarAlgo with our machine-learning technology,” Ircandia says.

“With this instant insight, teams can pivot in the middle of campaigns and learn. Being able to  iterate on what kind of touchpoints or what types of creative might be resonating with different segments at different points in time is really important. It can make a difference when it comes to turning fans into repeat visitors.”

For more on how StellarAlgo delivers actionable data insights for Major League teams, visit stellaralgo.com/major-league.

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Professional Basketball Combine Prepares Overlooked Prospects For The Pros

The PBC provides a number of prospects not invited to the NBA Draft Combine with the opportunity to show their skills and prepare for the future.

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(*BFWD is a proud partner of Front Office Sports)

Every year, a handful of college and international basketball prospects are invited to the NBA Draft Combine, where their skills, fitness and physical measurements are evaluated by scouts. Prior to 2017, non-invitees missed a huge opportunity to market themselves for future playing opportunities.

Fortunately for these prospects, the Professional Basketball Combine (PBC) provides another opportunity to showcase themselves.

READ MORE: Jennifer Azzi Is Growing the Game of Basketball All Over the World

Two-way contracts between the NBA and G League were introduced in 2017 along with three new G League teams, effectively creating 105 new opportunities for professional basketball players in the United States. Jake Kelfer saw this as an opportunity to give a handful of prospects the additional exposure that could propel them to the next level.

In the two years since Kelfer founded the combine, the PBC has produced nine two-way contract players, 23 NBA Summer League invitees, and the 2017-18 G League Rookie of the Year Antonio Blakeney.

“The event was designed for players to turn their dreams of playing professional basketball at the highest level into their reality,” Kelfer says. “I think the proudest moment is being able to see that the event has created an incredible value to the NBA community and to these players.”

Thanks to an active web presence and quality auxiliary events like a Celebrity Influencer Game as well as a skills camp for those pursuing a career on the business side of basketball, the PBC has been able to create a strong name for themselves on the branding side of things. That’s easier said than done for an event that only takes place two days per year.

“It’s definitely been a process that takes time to build, but for us, the key is really making sure that we highlight our players accomplishments along with the value that we provide to players, agents, and teams,” he says. “Particularly we want our players to know that we’re with them, and we believe in them past the two days when the event takes place.”

Kelfer and team continued to make the combine a year-round brand by debuting scouting profiles and stat trackers for players on their channels.

As the event has grown, the PBC now prepares prospects for life off the court as well as on. This year, Kelfer and company are debuting the first-ever PBC Prospect Development Program in conjunction with BrandForward, PTD Business Management, and Urner, Lemos and Paul of Wells Fargo Advisors.

“We really wanted to create a program to help these guys have the maximum success on and off the court,” he says. “Specifically, we’re going to be working with them on creating a digital footprint. How do you brand yourself as an athlete? How do you use your influence for positive change? How do you generate revenue through your social media channels? In today’s environment, players are able to capitalize on more than just traditional endorsement deals.”

The program will consist of several workshops for the combine participants regarding topics like financial literacy and personal branding. Both are important concepts for young professional athletes to grasp.

READ MORE:  ‘Be Better’: Inside Good Men in Sport’s Hard-Hitting Message for Men

“In today’s hyper-connected world, athletes have tremendous power in their platforms,” says Stephanie Martin, co-founder and managing director of BrandForward. “Brands are eager to leverage the direct-to-consumer relationships that athletes have with their fans, so we help athletes to take the reins of their brand and build strategies that support their larger goals. We’re excited to be part of the PBC Prospect Development Program because we believe personal brand-building can be truly additive to a professional athlete’s career both on and off the court.” 

While the PBC began as a way for athletes to showcase what they can do physically, the event has quickly evolved into something much bigger and into a very important part of the global community surrounding the sport.

The third Professional Basketball Combine will take place on May 21 and 22, 2019 at Mamba Sports Academy in Thousand Oaks, California. For more information on this year’s event, visit professionalbasketballcombine.com/about.

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8K Solutions Improves Safety For NCAA Videographers

A number of college football programs turn to 8K Solutions to combat the safety risks that come from filming practices on scissor lifts.

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Photo Credit: Ivan Pierre Aguirre-USA TODAY Sports

(8K Solutions is a proud partner of Front Office Sports)

Filming football practices from atop a scissor lift comes with a variety of major safety concerns. As a result, college programs and NFL programs all over the country have taken major steps in the last decade to make sure that serious or fatal accidents.

While the NCAA itself has few procedures in place to do this, it largely falls on individual universities to ensure their students’ safety. As of this writing, 25 of the 32 NFL teams and more than two dozen NCAA football programs have turned to the 8K Solutions family of products to solve the issue of safely videoing practices.

“Once everything happened at Notre Dame, there was a university-directed emphasis on safety, which shifted expectations of what should be in place,” says Kevin Tomaszek, Boston College Football Video Coordinator. “Once we started looking at the indoor facility, our board of directors saw the capability of 8K’s machines and how much more safe they were while providing the same quality of film.”

The Northwestern University Wildcats also utilize 8K’s mastRcam at the Wildcats’ Walter Athletics Center along with a host of other safety procedures.

“Now that we have 8K cameras, all of our practice safety concerns have been greatly minimized, says Darby Dunnagan, Football Video Director at Northwestern. “

READ MORE: The New England Patriots Trust 8K Solutions’ mastRcam to Safely Film Practices

As more video crew continue to move on from scissor lifts, teams will likely do something similar to Stanford Athletics’ Video Director Mike Gleeson does, and take mastRcam on the road. The mastRcam mobile is a trailer, which makes it easy to move from place to place around campus and to other sites on road trips.

“The mastRcams are a really good solution, and they’re portable,” he says. “We raise them when practices start and after practice we lower him down, and the whole process only takes about a half hour. And there’s really no risk because if you trip and fall off the trailer, you’re only falling two feet.”

Some programs have evolved to the point where their video operation is almost completely away from the field. This is possible thanks to the remote capabilities of the mastRcam and 8K’s other products. Army, for example, has its film crew in an office controlling all of the cameras from the control room apart from ground-level shots.

“Having this control room setup has totally eliminated the safety concerns that we had before,” says Jack O’Reilly, West Point’s Director of Football Video Operations. “Then, aside from the safety aspect of it, the fact that I can look at [my videographer’s] screen and know what they’re filming to make sure they’re getting the right thing and doing it properly, et cetera. It’s life-changing for a video guy because you send a freshman out there and tell him to tell him something, and he doesn’t take the lens cap off or something. We could miss a whole period of practice, and that was expected and understood because human error. Last season, we didn’t miss a single play. It’s hugely helpful.”

8K’s VP of Sales and Marketing Bob White sees the remarkable trend towards safety in the past four years as the convergence of awareness and technology.

“Everyone has had safety protocols in place to protect against wind and lightning but a series of unexpected accidents really raised awareness that there had to be a better way to shoot practice than in a scissor lift,” he says.  “Within a two-year span, a team had a lift tip over because of a mechanical failure, one had a sidewalk collapse and cause a tip over, one caught fire, and several had operators pass out while in the lift.

“At the same time, the PTZ camera technology took off where the quality and affordability of those technologies matched and exceeded the ability of a camera on a scissor lift. Clearly the trend in the industry is towards safety and the efficiencies of mastRcam and PTZ camera systems.” 

A common theme with all of the teams that utilize the mastRcam and 8K solutions is the satisfaction with their customer service. The Florida-based company is just as committed to safety and high performance as its clients.

“Bob White is an awesome guy,” says O’Reilly “They’re just unbelievably helpful and very interested in making sure that I’m able to do my job the best I can. It’s been a really positive experience.”

For more information on the mastRcam and the 8K Solutions’ family of products, visit 8KSolutions.com.

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