A Look at 8 Unique Sports Fan Engagement Promotions
Despite having the ultimate goal of competing for and winning championships, sports teams are businesses. Team owners and executives must focus on the bottom line and strive to turn a profit through ticket sales, concessions, merchandise, and other avenues. Marketing plays a central role in this.
One of the most effective means of sports marketing is to show fans how much they are valued though engagement initiatives. In-game and social media promotions, for example, can go a long way toward making fans feel more attached to their team and, in turn, more likely to spend money on the team. Below are eight unique and innovative ways in which teams have sought to boost fan engagement.
Pose with the Pros (Dallas Cowboys)
The Dallas Cowboys partnership with AT&T has allowed the National Football League (NFL) franchise to significantly enhance the fan experience at AT&T Stadium. One of the more prominent attractions is Pose with the Pros, an interactive augmented reality (AR) booth that gives fans the chance to be photographed alongside virtual representations of their favorite players. Fans can then share these photos on social media platforms. Pose with the Pros On The Go is also available on the official Dallas Cowboys app for fans watching games at home.
King Henry Filter (Tennessee Titans)
Another NFL team that has successfully leveraged AR to engage fans is the Tennessee Titans. Prior to the team’s AFC Championship game in 2020, the Titans released an AR Instagram filter that allowed fans to photograph themselves with the team’s logo on their cheek and a crown on their head. The crown was in reference to Derrick “King” Henry, who was named 2020 AP NFL Offensive Player of the Year. This significantly boosted the Titans’ number of impressions across all social media platforms.
Beat the Buzzer Trivia (Portland Trail Blazers)
Most sports teams now have dedicated apps to keep fans engaged. These apps might have schedules, stats, feature stories, and other information. The Portland Trail Blazers take things a step further by regularly holding trivia sessions on their app to promote fan interaction and reward passionate fans. The Beat the Buzzer trivia program is hosted by a representative of the team and features 10 questions. Participants have 10 seconds to correctly answer each question and can win prizes for registering a perfect score.
VR Sports Museum (Minnesota Vikings)
Going a step further than the Dallas Cowboys’ Pose with the Pros AR booth, the Minnesota Vikings established a virtual reality (VR) sports museum at U.S Bank Stadium. The 10,000-square-foot museum features a variety of interactive and VR elements. Fans can virtually catch passes from their favorite Vikings quarterbacks and see how their athleticism compares with other Vikings players.
The Vikings were also the first NFL team to develop a VR app for Oculus. Available in the Oculus store, the app allows fans to view 360-degree photos and videos for Vikings games and other events at U.S. Bank Stadium.
Tim’s Bank Shot Challenge (San Antonio Spurs)
Tim Duncan is synonymous with the San Antonio Spurs. Inducted into the Basketball Hall of Fame in 2020, the 44-year-old center won five championships with the team and is a three-time Finals MVP, two-time NBA MVP, and a 15-time All-Defensive Team member. In recognition of his Hall of Fame induction, the Spurs prompted fans to record themselves trying to recreate Duncan’s iconic bank shot. In doing so, fans expressed themselves in creative ways and the Spurs shared select videos across its social media channels.
Dangle & Dash (Toronto Maple Leafs)
Mobile games that offer rewards for use and performance can also make fans feel valued and enhance engagement with a team’s official app. The Toronto Maple Leafs of the National Hockey League (NHL) use this strategy with its 8-bit game Dangle & Dash. In the past, the team has offered prizes including tickets and jerseys. It even released an Irish-themed version of the game recognizing its early 20th century roots as the Toronto St. Pats.
Who Will Score First? (FC Cincinnati)
Major League Soccer (MLS) returned to play in July after the COVID-19 pandemic suspended play during the 2020 season. The one-month MLS Is Back tournament took place at the ESPN Wide World of Sports Complex at Walt Disney World in Florida without fans in attendance. To engage them from afar, FC Cincinnati launched a contest on its mobile app asking fans to predict which player they believed would score the first goal of the tournament. Beyond increasing fan engagement, this also presented a new platform to fulfill partnership requirements.
Smart Jersey (Tampa Bay Lightning)
Although introduced six years ago, the Tampa Bay Lightning smart jersey remains one of the most innovative fan engagement initiatives in the NHL. As part of the initiative, the team planted radio-frequency identification (RFID) chips into the jersey sleeves of season ticket holders. Those who wore these jerseys to games received automatic discounts at retail stands and the official team store. By creating an incentive to wear the jersey, this initiative also helps fill the stadium with the team colors, which can boost the overall fan experience at games.
