The challenge of sponsoring live events without fans was the main topic of a panel during Part 1 of SBJ: The Road Ahead Virtual Series yesterday, with A-B InBev VP/Connections Azania Andrews discussing the company's efforts to bring value to the experience, help connect consumers and understand what value partners can bring in this new environment. Andrews said that a key point of evaluation is the lack of the ability to have products available for sale on site. An area of focus now is helping consumers create “in-home experiences” that give them a feeling of being at the stadium. Andrews: “We feel a tremendous responsibility to help our on premise partners as well." And with the U.S. Open set to take place without fans, USTA Managing Dir of Corporate Partnership Deane Pownall said conversations are now happening on a daily basis on getting partners engaged, involved and ultimately supporting the event in the coming months. As the pandemic has led to sponsors resetting their priorities, the USTA’s focus has shifted to help support those brands. Pownall: “We'll hopefully be able to do some fun things, both in stadium and then on a digital perspective, so that's been one innovation and thank goodness we do have technology.”
STAYING CONNECTED: Since March, A-B InBev has produced a couple dozen virtual events, which Andrews said would have normally taken weeks and months of planning. Andrews: “We learned that we can move much more quickly and engage hundreds of thousands, if not millions of consumers.” She believes that as the pandemic has forced people to innovate, live streaming and in-home entertainment will continue to evolve for A-B InBev.
