Are Sports Properties Providing Sponsors the Service They Deserve?

Companies want to feel like they are being serviced 24-7 by the sports properties they sponsor. This is a tall order for properties to accomplish when they are faced with managing multiple sponsorships throughout the year with an undersized staff at best.

I attended an MLB game the other day. While sitting in outfield bleacher seats, I quickly noticed the number of sponsor logos that appeared in front of me. I began counting the brands that jumped out on walls, behind home plate, across fan decks, LEDs, etc. After tallying 20+ brands in a matter of minutes, I stopped counting. Keep in mind; I wasn't facing the large scoreboard that was located directly behind me, flashing up brands throughout the game. I didn't buy a game program and count the brands on ads that appeared throughout all pages. Most of the brands I noticed throughout the stadium were large, national brands with local brands scattered about. Most brands stood out well while others were difficult to read.

How was this property managing the relationships of all of its sponsors? Were they doing a good job communicating the value its sponsors were receiving throughout the games this week let alone the entire season? How was this property assuring its sponsors that their contracted assets were being fulfilled and their brand presence looked good or acceptable within its venue? How was this property making sure its sponsors were truly aware of all of the value-ads they were receiving throughout the year? How were they letting its sponsors know about any and all new branding opportunities that existed throughout its venue? Were they providing its sponsors real-time updates regarding the number of fans that were interacting with its brands?

Sure, at the end of the year properties schedule meetings with its sponsors and walk them through a nice, photo-filled recap that highlights activation, contains information regarding impressions, new opportunities for next year, etc. But should companies spending at least six figures and above be required to wait until the end of the year to review all of the great activation that occurred during the season, learn how they can improve upon things or determine if they should maintain, grow or renew its existing deal? Shouldn't sponsors be able to see the results of its current investment, real-time, throughout the season? Shouldn’t they always have a good idea of what its brand presence looks likes, understand the number of impressions its brands are receiving, understand and be able to take advantage of new sponsorship opportunities that exist and truly feel that they being offered every opportunity to maximize the value of its existing sponsorship deals?

If sports properties have an efficient way to dramatically improve the service its sponsors receive, allowing sponsors to better realize and maximize the value of its investment, they will increase the chance that its sponsors maintain, grow or renew their existing relationships. At the end of the day, the sports properties that do a better job of holding the hand of its sponsors are the ones that will be able to maintain on-going, prosperous relationships year after year.

Understanding that this need exists throughout the industry, I joined Playoff Technologies to help develop solutions that enable sports properties to efficiently over service its sponsors, 24-7 from any desktop or mobile device and allow sponsors to easily realize and maximize the value of their investments.

Twitter: @playofftech