How Iconic Brands Deliver True Fan Engagement
Matt Sych from Team Epic shared a variety of insights on sports sponsorshing, emerging trends like virtual reality and the value of long-standing brand relationships. Matt is a Manager- Sponsorship Consulting for Team Epic, where he helps iconic brands partner and activate with the biggest sports and entertainment properties.
Describe your current role at Team Epic?
Why do brands and businesses choose to work with Team Epic?
What sponsorship assets are most sought after by clients?
Do you have any philosophies to share on sponsorship ROI and ways you measure value for your clients?
Sponsorship is incredibly multifaceted and every client has different objectives, so any measurement strategy need to be highly customized. With that said, two general principles come to mind:
First is that brands should be looking at both valuation (ROI) and evaluation (ROO) when measuring the impact of their sponsorships. While these disciplines are inherently linked, they don’t always tell the full story on their own. Second is that measurement doesn’t need to be a linear process. Most brands will do a pre/post report, but that doesn’t allow for any mid-program adjustments. An effective measurement plan will give you insights into ‘why’ something is or isn’t occurring. Then you can make changes, optimize, and repeat.
Can you describe one of your more unique sponsor activations of the past few years?
One of my personal favorite activations was the AT&T/EA Sports “More Than a Vote Challenge”. As the presenting sponsor of the annual Major League Soccer All-Star Game fan vote, our client AT&T challenged us to see how we could generate fan engagement beyond the traditional online voting system.
The result was a collaboration with fellow MLS partner EA Sports to develop a program where fans could ‘vote’ for their favorite player by scoring goals with him in the new FIFA video game. In addition to generating some great PR buzz for being the first professional sports league to choose a member of the All-Star team through a video game, fan engagement with the AT&T MLS All-Star voting platform increased well over 500%.
What emerging media/advertising technologies have caught your eye? Where do you see this going?
Brands that win in sponsorship marketing are ones that…
…develop an authentic, fan-centric “reason for being”.