2024
7
Brands like the gas station, water, Wi-Fi, pizza shop,
and grocery store all matter to her. Onsite branding
could immediately shape her consumer behavior based
on awareness or engagement at the venue.
Community sports venues can leverage the foot
traffic, the awareness driven, and the value of their
consumers (families with disposable income) when
negotiating a partnership with a local, regional, or
national brand. While a community sports venue can
offer access and engagement to thousands of valuable
consumers, when negotiating a brand partnership, it
is important to not only pitch the value your facility
offers, but to also listen and understand the brand's
objectives in partnering.
Facilities must ensure they have the capability
of delivering on a partner's objective. For example,
if the brand is interested in reaching families
with young children but the facility primarily serves
elite travel tournaments – not a great fit. Or
if the brand expects to be the most recognized
brand at the facility, but only 1 sign is activated
and that sign is placed on the facility's back corner
field - likely this brand's objective will not be met.
Measuring and delivering agreed upon objectives
puts the facility in a strong position when
negotiating for a partnership renewal, and
thus building long-term, mutually beneficial,
relationships.
To ensure a strong partnership, built on aligned
objectives, it is important that sports venues are
equipped with the right data. Brand objectives can
range from targeting specific demographics, driving
brand awareness, receiving qualitative consumer
feedback, collecting consumer data to generate leads,
or influencing the purchase decision. All of these
metrics can be measured with first-party, second-
party, or third-party data.
