Sporting events have always been more than just competitions. They are lively spectacles that attract audiences from all over the world. Behind the scenes, brands carefully align themselves with these events, utilizing sponsorship as a marketing strategy to engage with fans in a less traditional and more personal way. This drives brand awareness and contributes to the growth of sports culture. In this blog post, we will discuss some ideas that event planners can implement to ensure the sponsored brands will be seen and offer them unique ways to be perceived.
Taking Advantage of Sponsoring an Event :
Sponsoring sporting events is a popular way for brands to increase brand exposure and for event agencies to get extra funding, products or benefits. However, to make a deep impact on the fans and take advantage of the wide range of visibility these events offer, such as broadcasting, television screens and social media platforms, event planners must include immersive experiences during openings, halftime shows, or closure to ensure the sponsored brands can be displayed and reach millions of spectators worldwide.
There are various conventional methods to showcase branded sponsors, such as displaying their logos on the jerseys of professional players or exhibiting them on every banner or screen throughout the stadium. However, these tactics are widespread and may not have the desired impact as they crowd the visual space. If event planners want to make their sponsors stand out, they must offer something unique. Here are some ideas that will achieve this purpose:
Idea 1: Immersive Fan Engagement Zones:
A fan zone is an area within an event where fans can participate in activities related to the event. This space allows them to come together and cheer on their favourite teams, interact with fellow fans, and engage in various entertainment options. Creating immersive activities like interactive games related to the sponsoring brand, immersive elements such as bars with the sponsors’ names, and interactive installations like photo booths with branded frames are all excellent ideas for displaying sponsoring brands.
Fan zones offer a place where people with shared passions can celebrate and have fun together. This is the key element of why fan zones are an excellent opportunity to display sponsored brands in creative ways. As fans are having a great time, they are likelier to share their moments and remember the brands associated with that experience.
Fan Engagement Zone at Montreal Olympic Excellence Day.
Idea 2: Water Screen Projections
Water screen projections are an innovative technology that involves projecting images, videos, or animations onto a water screen. This creative technique utilizes fine mist as a screen to project the multimedia content. To create this fine mist, special devices are used to create a thin mesh of water droplets, typically sprayed upward from a body of water such as a lake, pond, or specially designed pool.
Creating a water projection spectacle before or after an event is an excellent way to attract people and offer them a unique and exciting experience. An engaging show will encourage the audience and media to talk about it and share their experiences. These spectacles present an opportunity to display sponsored branded content or create a show related to the culture and history of the sponsored brands. In this way, sponsors can maximize their visibility and interaction with the audience in an innovative and unique way.
Go2 Productions – Water Screen Projection for MLS All-Stars Game 2023
Idea 3: Multimedia Spectacles
Half-time breaks, event openers and closures are great opportunities for event planners to create multimedia spectacles. These spectacles add excitement and engagement to the event, keeping attendees entertained and immersed throughout. By leveraging multimedia technology, event planners create opportunities for sponsors to increase brand visibility and reach their target audience effectively. Additionally, multimedia elements such as LED screens, projection mapping and interactive fan engagement activities contribute to the overall success and enjoyment of the event, leaving attendees with lasting memories and positive impressions of the experience.
Go2 Productions – Canucks Projection Mapping for Game Opening.
Conclusion:
In conclusion, to maximize sponsored brands’ visibility during sports events is essential to engage with fans. To ensure that sponsored brands are prominently displayed and perceived in unique ways, event planners must go beyond traditional methods of brand exposure. Immersive experiences like fan zones, water screen projection shows, and multimedia spectacles offer innovative avenues for showcasing sponsors, enhancing fan engagement, and creating memorable moments. By incorporating these creative strategies, event planners can elevate the visibility and impact of sponsored brands, contributing to the growth of sports culture and fostering meaningful connections between brands and fans.
At Go2, we specialize in the concept, design and production of immersive and interactive experiences for sporting events. If you need a creative partner, contact us, and we will make sure to maximize the brand visibility of your sponsors.
