“Customization is becoming an expectation”
On the “Sports Marketing 2025” panel, this quote summarized the 45 minute discussion. Brands aren’t able to roll out a national campaign that tries to appeal to everyone. Putting up logos and reading your tagline over the speakers is a thing of the past. The sports marketing business needs to be highly customized to each market and provide unique experiences. Eelco van der Noll, Head of Global Experiential Platform at Anheuser-Busch, said they are looking to transfer their stadium signage into content. This is a bold statement from a major player in the stadium signage business.
“Be interested and be interesting”
This quote came from John McDonough, President and CEO of the Chicago Blackhawks and it was a conversation starter throughout the conference. He followed up that quote by explaining that you should read everything you can, even if it isn’t sports or business, to find more common ground with anyone you talk with. Don’t only read what you find interesting but read what others will find interesting.
“Align with brands”
During the Fan Engagement panel they started to talk about how sponsors no longer need to tell sports fans what their company does. Instead they want to align their brand with features that engage with the fans. Basically, no more logos and advertisements!
“Least informed customer is the in-stadium fan”
The last topic is another quote from John McDonough and it should be the easiest to fix. He said that the least informed consumer is the in-stadium fan but that nothing can beat the feeling you get at a stadium or arena. I would agree on both accounts. But why can’t we inform our fans in the stadium? Wifi is becoming standard, we have all of the same information and stats, plus the in-stadium video is way bigger than any home TV. It’s time to sync all of these technologies we have at our disposal to inform our most die-hard fans. The days of learning the details of the game on the radio on the way home are over.