Although game-day is paramount in the thoughts of fans in the digital era, the real battleground is the period between the live action and who can create a deeper, digital relationship with their fan base. However, as sports have evolved, the marketing fans receive hasn’t always leveled up — vast data sets have not resulted in improved advertising, experiences, or content.
To create a relationship that goes beyond game day, sports brands need to connect with fans on the right channels, at the right time. It is possible for marketers to know what their fans intend to do or purchase in the future when they collect data that is intentionally and proactively shared directly by the fan. This is zero-party data.
Download this campaign guide packed with examples from leading sports brands and associations that are delivering engaging, interactive experiences in return for fans’ opt-ins and preference data, and then using this data to deliver true personalization.
- 77% of fans have made a purchase from their team directly as a result of an email they received
- 55% of fans will share psychographic data points like purchase motivations and product feedback with sports brands
- 50% of fans want incentives like coupons, loyalty points, or exclusive access in return for their data