New Mexico United Delivers Unique Digital Activation for Partner

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

New Mexico United played its first game in the United Soccer League on March 9th, 2019. In their inaugural season, the club has looked to make a good impression on partners and fans alike. One step in this process has been utilizing their partnership with SQWAD and their scoreboard trivia game.

Ron Patel is New Mexico United’s Vice President of Ticket Sales and Partnerships and saw the potential in the game as an innovative way for a sponsor to reach the entire stadium with one fell swoop. In particular, this was an activation that made sense for both the club and their partner: local real estate developer Abrazo Homes.

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

“On the partnership side, there’s only so many signs you can sell,” Patel says. “There’s so many things you could do that are innovative. We like to do a little bit more customized approach and do something where we can make it more tailored for what someone’s looking for.”

As Patel puts it, Abrazo Homes pride themselves on being smart home builders with a strong emphasis on their digital marketing efforts.

“Everything they do is based around data and around social media targeting,” Patel states. “When I saw what SQWAD’s product does, I knew this would speak to Abrazo perfectly. SQWAD’s CEO Nick Lawson was great to work with. It’s a good little product and it’s very simple. Sometimes the simpler the better, you know?”

The team can project trivia questions about the players and the team onto the jumbotron. Fans can then go to a URL on their mobile device to submit their answers. Fans who enter the right answer are then entered to win front row tickets to a future home match.

Abrazo can then target sales leads by plugging participant data into Facebook to see if any New Mexico United fans are in the market for a new home. Abrazo can then also target ads towards fans who consent to submitting their email addresses. Abrazo could also then reach out to fans who answered trivia questions correctly and are also in the market for a new home and invite a group of them to a future home match. The opportunity would then be there to place them in a suite alongside Abrazo sales reps, who would then have the opportunity to speak to them about a new home over the course of the match.

READ MORE: How the Edmonton Oilers and SQWAD Are Pulling Off Unique In-Game Giveaways

Fans have had a positive reaction to the trivia game as it gives them a chance to showcase their knowledge of the team and be rewarded for it. As the team continues to sit atop the USL’s western conference and break attendance records, expect the club to continue to explore more digital sponsorship options to continue engaging their growing fan base. But as Patel can attest, it helps to have sponsors like Abrazo Homes who have a strategy that aligns with that type of inventory.

“What I want to do is explore going more digital with signage, like what you often see in MLS and the Premier League,” Patel says. “I think there’s a great opportunity for digital signage. I wouldn’t have sold this sponsorship if it was just a sign and a program ad and some tickets. Abrazo wouldn’t have bought it. It was a way for me to bring some more revenue into the team and play on what this particular company is already doing in their marketing approach and add to it. It kind of really flowed right into their strategy as it is.”

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