Event Marketer Spring 2023 - 12

BEST PRACTICES
The official military appreciation partner of the
NHL, Navy Federal Credit Union is activating fewer
experiences with more thoughtful engagements.
SPOTLIGHT
ON SPORTS
As fans flock to stadiums around the globe, sponsors explore
new turf and high-touch engagements
TICKET SALES ARE BOOMING, fan fests
are on the rise and the roar of the crowd
can once again be heard reverberating at
stadiums around the globe. On the surface,
it would appear that live sporting events
have returned to their former glory. But
for brands,
the post-pandemic
sports
sponsorship landscape is a whole new
ball game. There are new audiences to
connect with, new engagement trends to
implement, new opportunities to make a
bigger impact. And the sponsors taking
advantage of this fresh start are driving
measurable business impact.
In a word, sports sponsorship has
become more intentional. Brands are strategizing
based on who fans are and what
they want from a sponsor interaction-not
the other way around. In return, consumers'
passion for the sport is translating into
passion for the brands that bring the game
to life for them in purposeful ways.
12
EVENT MARKETER SPRING 2023
" We talk to a lot of consumers around
the world, and it's really about delivering
what the fan wants-and that could be
a number of different experiences, " says
Alison Giordano, svp-global sponsorships
at Mastercard. " It could be a behind-thescenes
for you and your friends or a family
experience. What we try to do is bring a
myriad of different types of experiences
to bear with each of our activations so
that we can provide opportunities for all
different types of fans to engage with what
they care about. "
FEWER BUT DEEPER
Indeed, one size does not fit all, and activation
strategies that are designed with a
" marketing to the masses " mentality are
falling short, marketers say. One way that
brands like Navy Federal Credit Union
(NFCU), the official military appreciation
partner of the NHL, are creating more
By Kait Shea
meaningful moments is by activating
fewer experiences with more thoughtful
engagements.
At the recent Navy Federal Credit
Union Stadium Series, an outdoor hockey
tournament
that drew tens of thousands
of spectators, NFCU ensured that it
was providing an intimate and intentional
experience for military veterans beyond
the competition itself. It created a Veterans
Showcase hockey tournament and " fantasy
camp " honoring vets from across the U.S.
(Public Label handled). More than 100
teams submitted nominations to play, but
only four were chosen, meaning just 55
people were ultimately invited to engage
with the brand in person.
For more sports experiential
programming, flip to pg. 36 to read
our roundup from Super Bowl 57.
eventmarketer.com

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Event Marketer Spring 2023

Table of Contents for the Digital Edition of Event Marketer Spring 2023

Event Marketer Spring 2023 - 1
Event Marketer Spring 2023 - 2
Event Marketer Spring 2023 - 3
Event Marketer Spring 2023 - 4
Event Marketer Spring 2023 - 5
Event Marketer Spring 2023 - 6
Event Marketer Spring 2023 - 7
Event Marketer Spring 2023 - 8
Event Marketer Spring 2023 - 9
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Event Marketer Spring 2023 - 11
Event Marketer Spring 2023 - 12
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Event Marketer Spring 2023 - 14
Event Marketer Spring 2023 - 15
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