Technology Integrated Sponsorships - Nomenclature Of The Future
- Be_SumitKapoor
- Sep 13, 2019
- 4 min read
Brands have always been attracted to Global Sporting Events, Emerging Tech brands do fancy association with Sports as a strategic tool, It won’t be too long, these emerging brands will be seen at the center stage, ruling the roost.
Technology is advancing much faster than expected so are the fan experiences, fans consume their favorite sports through a canvas of iterations with the teams/athletes. Technology majors are sponsors of Large Sporting Events, From Fintech Giants to Mobile Hardware Companies to Platform Enabled majors, Each one outdoing to grab a portion of Global Sports Associations. From Wearable Technologies on their outfits, gears and more, these tech sponsors are enabling, value adds, train, to further understand their capabilities, to experiences allowing faster and easier bookings online. From Fan Experiences at Stadiums through engagements to (VR) Virtual Reality / (AR) Augmented Reality experiences at their own convenience.
Sponsorships are Tech-grated (driven by Technology + Integrations) As written in the previous article, the gamut of technology has integrated into the each and every facet of the game: from smart stadiums to smart parking zones to fan-based apps, they are now omnipresent across the stable of Sports.
Sponsorship Integrations: A Key
Technology companies have envisaged the canvas of Large Sporting Events as a showcase to its prowess, from just being a mere logo spot on a T-Shirt or branding across the collaterals/ promotions that build prelude to the event. Tech companies look for dynamic integrations with their sponsored properties. Data integration & back-end support not only improves but helps in elevating the user experience, adding a rub-off to the sponsored IP’s influence and appeal.
Launch New Geographies/ Consolidate Old Markets: New Technology majors have emerged in the last few years with the expanse of technology however to broaden the horizon and widen the consumer base, disruptors have often moved beyond geographies to launch newer markets. Tech Brands have partnered with sporting platforms to create & curate eyeballs amongst aficionados for their products in new geographies. OPPO & VIVO are brands that have captured the imagination of large markets like the Indian-Sub-Continent leveraging their association on its favorite sport, Cricket! OPPO has signed long term partnership contract with ICC for its tournaments for 4 years, including World Cup/ T 20 Leagues, etc. On the other hand, VIVO, a competing brand acquired long-term presentation rights to Indian Premier League, another coveted and widely followed tournament in the region. These associations have proven beneficial for the Chinese manufacturer, its rapidly expanding market share has prompted it to explore the association with other sporting leagues – Pro Kabaddi League. In 2018, Vivo was the principal sponsor for the FIFA World Cup held in Russia. The visibility drive has not only allowed capturing market share but has propelled the brand replace a few established players to become the third-largest smartphone manufacturer in the Indian Mobile Phone Market. Sports Sponsorships not only influence visibility but also presents a credible pitch for the products too.
Other Corporations like Byjus, Panasonic, Samsung, Haier, Uber, TCS, HCL Technologies, SAP have often affirmed their associations with Sporting Events across the globe. In markets like the United States SAP Not only associated with NBA & NHL but also supported other team associations like NYG, NYJ, NYR the WTA, sailing & equestrian too. By providing Player Analytics & Statistics, Applying Advanced technologies on the ground/court has not only given traction to SAP as a sponsor but has allowed to showcase itself as a technology enabler for the franchise, integrating a subtle association with the franchise/sport & its products.
Mobile Streaming/ Screens on Move: Consumers are blessed with a plethora of choices. With cheap data available, the demand is driving numbers especially amongst youngsters and people on the move. Social Media Giants are not lagging behind, they are partnering with sporting events exploring various unique methods to reach/acquire new/ satisfy their existing user base. The platforms are live streaming content / providing regular updates to audiences on the move. OTT’s have successfully removed a few barriers by streaming content which is not available in countries even on television.
E-sports: Fantasy Leagues, are the newest forms of sports powered by advanced technologies looking to capture the e-sports space. This virtual arena of e-sports is powered by technology from its inception to its structure and well supported by hardware manufacturers. Intel / AMD, Twitch are some of the key sponsors topping this space.
Technology-Enabled Fan Experiences: Artificial Intelligence (AI), Augmented Reality/ Virtual Reality / Holographic projections are enablers of advanced technological prowess demonstrating fans as well as the properties with scintillating unforgettable experiences. For example IBM, partners with major tournaments such as The Masters and Wimbledon. At The Masters, It demonstrates its AI technology to analyze and provide data insights to the tournament while propelling a customized experience through the mobile app. Organizers of Sporting Events look for Technology companies as partners, as they not only innovatively showcase their know-how capabilities but also help in improving the fan experiences.
The Wrap: Tech-driven sports marketing is curating a win-win for all, For the Organizers, it provides with detailed insights/analytics and innovative ways of pulling fans for unforgettable match experience. For Technology Brands it’s a showcase of their extraordinary capabilities that influences iteration, engagement, and builds everlasting loyalty. Lastly, for fans, it provides an ultimate opportunity to experience an immersive environment of camaraderie, proximity, and everlasting memories. For example an innovative startup, Brizi is curating disruptive and innovative ways to capture feel-good experience inside stadiums. Research after research has indicated, that fans use social media to capture innate memories for a lifetime. Sports Sponsorships are evolving, Immersive Technologies have played a vital role in creating a delightful experience. Tech integrations have driven Sports Organizations, Leagues, Teams & Marketers not only to collaborate but also gain competitive advantage, influencing growth in their user base. With technology upgrading/evolving every minute, one can safely predict, there is so much more to come…
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