In today’s world, successful sports franchises must maximize performance on and off the field. Teams are no longer purely sports entities. Recently, AB InBev, the second largest sponsorship spender in the US, announced its decision to move towards deals that reward success in both business and sport.
On the surface, this seems like a challenge for many sports properties, but it also presents an opportunity for them to earn additional revenues. The Spontelligence guide by Hookit walks through how teams, leagues, events, and venues can maximize their sponsorship performance at every step of the sponsorship lifecycle.
Every group within an organization can contribute to successful partnerships with a sponsoring brand. The sponsorship sales team can bring in new partners. The marketing team can activate and run promotional campaigns. The account management and corporate partnerships teams can report on the effectiveness of sponsorships and work to renew those partnerships for another year.
To accomplish this, each group will adopt its own tools to help with its specific part of the solution. While some of these tools talk to each other, often many do not. That means organizations might end up using more than 20 different software platforms and data analysis tools, spending upwards of $150,000 on software every year.
Instead of that scattered approach, the Los Angeles Football Club (LAFC) worked with Hookit to bring best practices to each of the teams in its organization. With one platform, LAFC was able to:
- Research and pitch new sponsors (sponsorship sales)
- Optimize promotional campaigns (marketing)
- Generate meaningful insights and reports (corporate partnerships)
By bringing the entire organization together into one platform, LAFC saved money and time, allowing its internal teams to focus on making an impact for sponsors and fans.
Download the Spontelligence Guide to get insights on how to find and sign new sponsors as well as optimize and prove the value of your promotional campaigns.
