Successful sponsorships when the team isn’t great

Our customers sometimes ask us what to do when the big team in their market isn’t performing particularly well. (Hey, they can’t all be winners.) Even when the team is playing well, companies often feel they are competing against their guests’ home viewing experience. Whatever the causes, it all comes down to the same question:

How can I get clients excited about going to the game?

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Thanks to technology, everyone can get a high-def game experience in the convenience of their living room. And internet-connected devices offer fans a wealth of player data they can access anytime during the game, all from the comfort of their own home. How can you compete with that?

By offering your guests an experience they can’t get at home.

“Nowadays it’s about more than the activity on the court or stage. It’s about the overarching experience from the moment they arrive to the moment they leave. We saw it as an opportunity to do something different,” says Chip Bowers, chief marketing officer for the Golden State Warriors.

Here are some ways to create a special experience your guests won’t forget—

• Meet the players or coaches. A pre-game chalk talk, spot in the high-five tunnel, or the ability to occupy the player bench before the game are just some of the ways you and your guests can interact with the team.
• Exclusive content. Pre-game interviews with players, the ability to simultaneously watch the game from multiple angles, and dedicated devices to pull up player & team statistics are just some of the ways you can leverage content to create an experience that goes beyond the living room.
• VIP amenities. Autographed memorabilia, gourmet dining options, private coat check, and a top-flight bar contribute to a five-star atmosphere.

So, how do you actually get any of these options for your client event? Ask for them. Teams are responsive to companies who want to engage with them in different ways. Be vocal about the need to create a unique experience for your guests, and you’ll find plenty of options.

You can’t control the product on the field, but you can control your guests’ overall experience by offering them things they can’t get by watching the game from their living room.