She has expanded her women's basketball sneaker brand, Moolah Kicks, from a data-gathering start-up out of Boston University's Conte Forum to a partnership with the WNBA and NCAA in 450 Dick's Sporting Goods stores. Natalie White, who has built it into a brand, said there was no comparison to the economic growth of women's sport. Go to the men's game. Amanda Chin, senior vice president of marketing for the Golden State Warriors, noted fan criticism of Caitlin Clark's $75,000 starting salary in the WNBA (the organization has paid $50 million to its own WNBA expansion team). ) suggested considering fandom from a more financial perspective.
“We want to ask our fans: Are you going to games? Are you buying merchandise? Are you tuning in? Are you subscribed to League Pass? Are you participating in social?” she said. “These are the metrics that brands are using to measure ROI. We have a role to play in this too, and it's really important that we're proactive.”
F1 brand needs to walk before it drives
Before F1 and its partner brands even took the first lap in Las Vegas, they had to figure out how everyone would enjoy the first Grand Prix.
“There's so much to do in Las Vegas all day long,” Emily Prather, chief commercial officer of F1 and the Las Vegas Grand Prix, told ADWEEK CEO Will Lee. “While racetracks are open, how do we make sure they have an experience from the moment they leave their hotel to the time they arrive at the racetrack? I spent a lot of time there, and I was walking past the Venetian and I said, 'This empty Barneys store should be turned into an F1 store.'
Shizu Suzuki, vice president of global experiential marketing and partnerships at American Express, said that even though more than half of the tickets to the race are purchased through the company's products, He said he felt an obligation to create local experiences. He increases his presence and “shows up in the fans' shoes.” Frank Amorese, vice president of media, partnerships and creative studios for Heineken USA, said that while the naming rights sponsor of the event, Heineken is putting the guest and fan experience first.
“We would bring beer from the hotel, drink it while walking, think about where we would finish the beer, and think about how close we could put another beer stand,” Amorese said. Ta. .
Even ticket sellers can create fans.
Ticketmaster found that fans who interact with the app are 30% more likely to purchase tickets and come back. why? That's because ticket sellers used that data to personalize advertising messages around live games, increase purchase intent, attract younger viewers, and drive sales for brand partners like the NFL, NBA, and NHL.
