Would you believe that technology is playing an ever-increasing role in sponsorship management? Also known as spontech, sponsorship technology is changing the way event promoters and sponsors work together to reach audiences more effectively.
What is spontech? It is a collection of sport data intelligence tools created by companies like KORE. It consists of things like sports marketing software, sponsorship analytics solutions, sponsorship fulfillment tracking, and gathering data on ticketing and fan behaviors.
To be fair, sponsorship technology is a relatively new idea. But it’s really just business intelligence for sports. Organizations in pro sports and entertainment use the same types of business intelligence tools to gather, analyze, and transform data. And it’s all driven by technology.
Deeper Performance Analytics
Since the earliest days of event sponsorship management, sponsors have wanted to measure their own performance. They have needed to know how they were doing so as to direct future sponsorship decisions. But things have changed. Performance metrics are now deeper and more broad.
KORE sponsorship solutions are capable of gathering and analyzing performance data generated by athletes, teams, and other performers. Why does that matter? Because the data can be leveraged to engage with fans more effectively. Also note that KORE is not the only sports data intelligence firm doing this sort of thing.
Tech-Driven Fan Engagement
Another emerging trend right now involves engaging with fans using the latest technology. Here are just a couple of examples:
- In-Venue Merchandise – Merchandise sold in-venue can be equipped with technology to enhance the fan experience. Consider a tech-equipped cup that lights up when the home team scores.
- VR and AR – Technologies like virtual reality (VR) and augmented reality (AR) make it possible to create immersive experiences both in-venue and at home. Both types of experiences engage fans at a deeper level.
Not all fan engagement strategies involve a dose of innovative technology, by the way. Some are as simple as incorporating social media and second-screen experiences into in-venue engagement strategies.
Smart Stadiums
The drive toward greater smart tech adoption has found its way into stadiums and auditoriums. It is now possible to equip a venue with a variety of IoT sensors and 5G connectivity to improve everything from crowd management to mobile experiences to data collection. But why stop there?
Today’s smart stadiums are also being equipped with a range of contactless solutions. Such solutions enable frictionless ticketing, contactless concessions, and more efficient merchandising. It all plays into better event sponsorship management by boosting the fan experience and keeping sponsors happy.
Esports Popularity
It’s impossible to talk about emerging trends in spontech without mentioning esports. Today’s esports are highly competitive events that combine digital gaming with a competition of traditional sports. More and more, companies like KORE are tying their sponsorship solutions to esports opportunities.
Esports are upping the game with:
- AI-powered odds making and analytics.
- Increased accessibility via mobile gaming platforms.
- Immersive experiences built on VR and AR.
The thing to understand is that event sponsorship management is just as important as esports when promoters are looking for sponsors to help fund events. Without sponsors, esports go nowhere. Esport relies as much on sponsorships as professional football, soccer, auto racing, etc.
The future of sports and entertainment sponsorship management rests in sponsorship technology. The more the industry embraces new technologies, the more effective promoters and sponsors will be in the drive to reach audiences. What we already have available across the spontech landscape was pretty exciting. But I am looking forward to new technologies coming down the pike in the not-so-distant future. They are going to be exciting.
