Recovering Lost Value

The lockdown period of COVID made brands question the effectiveness and resilience of their investments across all forms of business. Still, for some reason, marketing is the first cut when times become uncertain. This has opened up some gaps in traditional approaches to sponsorship - which at one point relied solely on "butts in seats."

We have regularly advocated for the extension of value outside of the event weekend. Executing the event at a top level is a given for us and will always be taken care of for our clients. Our push is to build sustainable value in addition to the event weekend. We constantly seek ways to enhance our audience's overall experience well before and after the event.

This quote from Sports Pro Media's latest summary outlined the shift nicely.

Both sides have been too reliant on assets like signage and media that exist around the live event itself; instead the focus should be on how the two can work together to engage and add value to the community and fan base outside of a game day. If that partnership strategy is already in place, there’s no need to pivot when the play stops, only the need to develop new tactics and messaging.

Content is a significant element of this approach, and it comes in the form of creative communications. We are also actively connecting sponsorship assets to business programs and campaigns outside the partnership. This allows for layers of value to be added over time throughout an organization.