What sports can do for brands

The way in that sports properties measure brand engagement took center stage during a Wednesday afternoon panel titled, “What Sports Can Do For Brands.”

 

Here are selected quotes from the session:

 

What Sports Can Do for Brands


Valerie Camillo, NBA
Kurt Hunzeker, Rawlings Sporting Goods
A.J. Maestas, Navigate Research
Julie Propper, ESPN
Alicia Rankin, NFL
John Turner, Sponsorship Intelligence
Kristin Warfield, Churchill Downs/Kentucky Derby

On how properties are measuring social media analytics:

“There is not an existing social currency we currently use, and we’re not abl to see all of the social data out there,” said ESPN’s Julie Propper. “We’re looking to see how positive and negative Tweets can cause and effect perception in social media. Nobody has come through with a breakthrough way of measuring that data.”

 

On how measurements and metrics have changed the way properties advertise:

“The Boston Celtics have reconfigured their courtside signage to capture more impressions,” said NBA exec Valerie Camillo. “They did strong analytics to show how a game is shot, they moved away from traditional alignment of a big scorer’s table along the center court, because much of the game takes place in the back court, so you see a portion or none of that table. What if we shorten that center table and take two 10-foot tables and put it in the corners? The media impressions were upped significantly.”

 

On the value of sports sponsorship on the agency side:

“There is a huge difference,”  said John Turner of Sponsorship Intelligence. “Five seconds in an NFL game is worth way more than a NASCAR race. We’re constantly trying to get in a clear environment with our clients so they can stand out so they’re not just logo soup up there.:

 

On how to use fan feedback to measure engagement:

“Our fan surveys are steady, we know that a 20-minute survey doesn’t work anymore,” said the NFL’s Alicia Rankin. “We don’t offer incentives for our fans to take surveys. You have to be smart in your methodology. You have to make it brief.”

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Related Topics:

TES, NBA, ESPN, NFL, Media, Boston Celtics, NASCAR

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