Day two of the Octagon Sports Marketing Symposium kicked off this morning with a discussion on the continually evolving sponsorship model. StubHub Head of Partnerships for the NFL, NBA and NHL Akshay Khanna said, “Our full mantra has always been about getting people to live experiences. That will always be what we’ll be about. But how we get them there and how we market to them is all changing.” Khanna added, “Sellers used to physically mail tickets out. Now we have people buying on our app, getting a bar code to their phones instantly. While that may sound simple to younger folks, it’s still a fundamental sea change in how we operate. Similarly, how we target people has changed completely. Knowing what you want, what you like, and then knowing how to get there is constantly evolving.”
PEAKING INTEREST: NASCAR Exec VP & Chief Sales and Partnerships Officer Daryl Wolfe said that his organization is narrowing in on how to bring new fans in through sponsorship with alienating those that have followed the sport for a long period of time. Wolfe: “We’re looking at generating pieces of content and how each level of fan (new, casual, mainstay) then engages with it. Everything originates from a data and research standpoint.”
MANAGING NEW WITH OLD: Bucks President Peter Feigin talked about the new Fiserv Forum, saying he is keeping a close eye on maintenance and operation standpoints. He added that the venue accepts digital-only tickets, and he is balancing that trait with 25 infrastructure partners. Feigin: “The good news is you can slice and dice as many times as you want, but is it better to do that or stay with larger, global partners?” In a lighter moment, Feigin acknowledged the growing pains in the shift to digital tickets, saying, “There are more flip phones in the Midwest than you can ever imagine.”
INTEGRATION IS KEY: Bank of America Senior VP/Sponsorship Marketing Charles Greenstein said his company is “looking for more integration and content.” Greenstein: “We’re looking for opportunities to get closer to the fans and personalize.” Meanwhile, PGA Tour VP/Marketing Partnership Alex Baldwin said the Tour’s unique sponsorship model sets up sponsors as the “fuel” that drives each tournament’s ability to give back to its local community. Baldwin: “I don’t see that changing, we’re a lifeline for those communities.” Baldwin conceded if there is to be a sponsorship model adjustment for the Tour, it would most likely come in the digital media space.
