published September 2024

Sponsorships are integral to the sports world, providing critical funding and adding to the excitement and engagement of the game day experience. Sports fans—the primary audience of sports sponsorships—have unique perspectives on these partnerships. Fan opinions are shaped, in part, by brand interactions before, during, and after sporting events. This post explores 15 key insights into what sports fans think about sponsorships, focusing on elements that enhance the overall experience for fans.

1. Tailgate Experience Enhancement

For many sports fans, tailgating is a beloved tradition that kicks off the game day excitement. Sports sponsorships that enhance the tailgate experience—whether through branded tents, interactive games, or free samples—are often highly appreciated, as fans enjoy interactive and engaging activities that add to the pre-game festivities and set the tone for the event.

2. Sponsor Presence Outside the Event

Brand sponsors with a presence outside of the stadium or arena can positively shape fan perception. Pop-up shops, promotional booths, VIP tents, and other sponsorship activations not only build excitement and anticipation before entering the event but also strengthen the bond between the sponsor and the fan community.

3. In-Game Activations

Sponsor activations during the game—things like contests, games, and interactive displays—are popular among sports fans. These activities provide entertainment and keep fans engaged during breaks in the action. Well-executed activations during a game enhance the overall experience without detracting from the main event.

4. Swag (Giveaways and Freebies)

Sports fans love giveaways and freebies from sponsors, especially if it’s team- or athlete-branded merchandise. But whether it's this branded merchandise, snacks, or other promotional items, all of these types of giveaways create a positive association with the sponsor. Fans appreciate tangible takeaways that serve as mementos of their game day experience and enhance their experience with the brand.

5. Halftime and Intermission Activations

Halftime and intermissions are prime in-venue sponsorship opportunities that engage fans. Contests, live performances, and interactive activities during these breaks keep the energy high and provide additional entertainment. Fans enjoy activations that are fun (or funny), engaging, and add real value to their game day experience.

6. Community Engagement and Support

Fans hold brands in high regard when the sponsorship actively supports or engages with the community. Whether it’s sponsoring local youth sports, contributing to charity events, or backing community initiatives, fans value brands that give back. This community involvement not only enhances the sponsor’s reputation but also deepens fan loyalty.

7. Exclusive Access and Experiences

Sponsors that offer exclusive access or unique experiences—VIP lounges, a meet and greet with athletes, or behind-the-scenes tours, for instance—create special and memorable moments for fans. These types of opportunities provide added value and significantly enhance the overall fan experience.

8. Interactive Technology and Innovations

Tech innovations sponsored by brands are exciting for fans and can include things such as mobile app integrations, better connectivity in sponsored areas, AR/VR experiences or games, or even widespread in-arena mobile connectivity (depending on the partner and level of partnership in various corporate sponsorship packages). Interactive technology not only enhances engagement and provides unique, immersive experiences but also connects fans in ways that might not be possible in other venues.

9. Enhanced Concession Offerings

Fans love sponsors that enhance concession offerings, whether through branded food and beverage options, special promotions, or improved amenities. Quality, unique, and/or exciting concessions contribute to a better overall game day experience and leave a positive impression on fans.

10. Consistent and Authentic Integration

Fans notice and appreciate when sponsorships are seamlessly integrated into the game day experience. Authentic and consistent sponsorships that align with the spirit of the event and the identity of the team are more likely to be well-received. Fans prefer sponsorships that feel like a natural part of the experience rather than intrusive advertisements.

11. Themed Game Night

Fans enjoy themed game nights sponsored by brands—80s Night, Superhero Night, or Fan Appreciation Night—as long as they are authentic to the brand. These themed events add an extra layer of excitement and engagement, making the game day experience more memorable.

12. Eco-Friendly Initiatives

Sponsorships that promote sustainability and eco-friendly practices resonate strongly with environmentally conscious fans. Initiatives such as recycling programs, reusable merchandise, and eco-friendly activations demonstrate the sponsor’s commitment to positive environmental impact.

13. Social Media Engagement

Fans value sponsors that actively engage with them on social media. When a sponsor, team, or athlete likes a post or shares a story, it drives even more loyalty and excitement from that fan. Interactive campaigns, hashtags, behind-the-scenes content, and live updates during the game create a sense of community and allow fans to participate in the conversation, further enhancing their connection to the sponsor, the team, and the event.

14. Tailored Fan Rewards

Loyalty programs and rewards tailored to sports fans, such as discounts on future tickets, exclusive merchandise, or VIP experiences, are highly valued. These rewards recognize and appreciate fan dedication, creating a positive association with the sponsor.

15. Nostalgia and Tradition

Sponsors that tap into the nostalgia and tradition of the sport, team, venue, or community can create powerful connections with fans. Celebrating historical moments, legendary players, or iconic aspects of the team’s history through partnerships and activations resonates deeply with long-time fans.

Final Thoughts

Sponsorships play a crucial role in enhancing the sports fan experience, from tailgates to in-game activations to social media experiences and beyond. By focusing on authenticity, engagement, and added value, brands involved in the sponsorship marketplace can create positive and lasting interactions with fans. Understanding the perspectives of sports fans can help brands develop effective sponsorship strategies that resonate with this passionate subset of consumers. Note: Iit would be beneficial to collect sponsorship data (or other sponsorship intelligence) on the fans and activations to arm stakeholders with an understanding of how to adjust future sponsorship strategy when necessary. 

For more insights on sponsorship strategy, be sure to read our related posts on how other stakeholders—brands, rights holders, endorsers (athletes, celebrities, and other influencers), media, and general consumers—perceive sponsorships. Each one explores different aspects of sponsorships, providing valuable insights into creating effective and mutually beneficial partnerships. You can also visit our insights page to read about corporate sponsorship trends and other news.

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