I "have good news and bad news," according to Mike Sundet of ADWEEK. First the "good news:" the recent global "We Know Sports Fans" study of 2,000-plus sports fans across the U.K., U.S., Japan, Spain and Brazil reveals 86% would "welcome more sponsorship in sports experiences." Now the bad: 80% said that sponsors "never consider fans when activating," and only 17% believe brands "are interested in them." While fans "are willing to start a dialogue, brands aren't doing enough to truly connect by building memorable platforms" that appeal to what fans "actually care about." While 67% know their favorite team's major sponsors, only 55% "would consider sampling that sponsor's product." Brands are not "always getting a strong ROI because their experiences aren't connecting with fans in a meaningful way." Marketers "should be leaning heavily into social connection" -- 58% believe sharing with others enhances fan experience "and over half agree content created by other fans enhances it." They should also understand ritual connections -- 63% cited "rituals with other fans" as important to the live experience. From songs and cheers to the wave and beyond, brands that create, amplify and participate in those rituals "will be remembered as creating a positive experience -- which lingers much longer than a cheap foam finger." As in most cases, marketers "have to exercise millennial respect." Millennials (ages 16-35) are "more open to music, merchandise and social sharing than other demographic groups." Finally, "live experiences win" -- 82% agree that being close to the game "enhances fans' love of the sport;" 69% say entertainment at sports events "further enhances it" (ADWEEK, 1/31).
