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5 Ways to Extend the Reach of Sponsorships Through Social Media

by Jason Peck
  
9 02 2010

Social media is changing the way people and companies communicate, collaborate and conduct business. If you’re a brand, sports team, athlete or event, there’s a great chance people are talking about you online (if they’re not, you may be in trouble).

Sponsorship is an important part of sports. Brands focus on aligning themselves with a team, property or athlete and hoping that fans’ loyalty to that team/property/athlete translates into additional exposure and business for the brand.

Without the right plan for activating a sponsorship and making sure you’re reaching people, a sponsorship can be worthless. Engagement has measurement are more important than ever, and this is where social media can really help. Here are five ways social media can be utilized to engage fans and extend the reach of sponsorships.

1) Tap into fan communities and reach out to fans and bloggers

There are communities (official and unofficial) for people who are fans of specific teams, sports and athletes all over the Internet. These may be in the form of actual communities with Facebook-like features, groups or pages within Facebook, message boards, blogs and other fan websites.

You can also identify fans of a team and/or of your own brand through Twitter. Do a search for your brand terms or just reach out to your followers if you have a Twitter account.

Many of these fans online would love to hear about what cool things come with your sponsorship of their favorite team, and you can use these fan communities to promote what you’re doing with the team. You could hold specific community “events” online or even identify a few key influencers to do something special with.

2) Create content around the sponsorship and make it shareable

Being a sponsor has its perks—access to exclusive team events or practices, tickets and great seats at games and charity functions, access to players and coaches, etc.

It’s great to have these benefits for executives and/or customers to utilize. But don’t forget about the rest of your audience. You can extend the reach of your presence at real-world events or your promotions by creating content around it and putting it online.

I love what Kodak has done with the Kodak Challenge. They’ve created a website with links to pictures and videos and they also have a specific Twitter account, and Facebook page for the Kodak Challenge. While they may not have millions of followers on Twitter, it’s still a low-cost way to spread the word about what they’re doing.
This content can be real-time or after the event/promotion has taken place. A March Madness sponsor could have someone live-tweet or live-blog what it’s like at each of the games he/she attends. A marketing person could do live interviews with fans or team personnel using a platform like Livestream or uStream. The possibilities are endless-sports fans crave access to interesting content.

The key to this is to make it as easy as possible for people to share your content. On-site, use buttons to allow people to easily email or share content with their friends on Facebook or Twitter. Don’t forget email – if you’re emailing people about specific promotions, include share-to-social functionality so they can easily share the content in these emails with their network.

3) Encourage/reward people for sharing information about your promotion

While some people may want to share information about your sponsorships or promotions, it never hurts to offer a little incentive. It’s not enough just to be on Twitter or Facebook. You have to give people a reason to take the time to engage with you. It also helps to use hashtags for specific promotions or events as a unique identifier and way to track what people are saying.

Why not offer fans rewards for sharing content or information about your sponsorship with their friends? These rewards could be things like discounts or downloads. For example, you can use Twitter’s API and oAuth functionality to have people post a tweet and then get access to a coupon code or exclusive download.

You could also reward people by recognizing them. If someone blogs about your promotion, take the time to leave a comment and thank them. If someone tweets about it, thank them on Twitter, and maybe feature them on your website.

If your brand has a community manager who is monitoring Twitter and other areas online for mentions of your brand, make sure they know about what teams/properties you sponsor so they can keep an eye out for people talking about them as well.

4) Create an interesting app or mashup

There are so many possibilities when it comes to sports and social media. Creating a cool app or mashup of technology and sports can be a great way to get people talking about you. I love what Mullen and Radian6 have done for the Super Bowl. BrandBowl 2010 is a website that lets people see, in real-time, what people are saying about the Super Bowl ads on Twitter. Using Radian6’s technology, people can see which ads get the most positive response, and they don’t have to wait to see what the traditional media says to find out.

There is never any shortage of data in sports or conversations around teams or athletes. Finding an interesting way to present this data can be a way to add value to how fans experience the game, and increase the reach of your sponsorship.

5) Implement a contest around user generated content

Contests are a great way to get talked about online and on social networking websites. If you have a decent prize (and encourage people to share the contest with their friends on social networking sites), contests can spread quickly.

Instead of just asking people to put their name and email address in a form to enter to win, why not have them create a video or write a blog post to enter? This is a great way to get links back to your website and people talking about you. And it’s a lot more fun.

Some ideas for fan contests include:
• Craziest fan challenge
• Best tailgater
• Tell us your favorite player and why

These are just a few ideas. You can probably get a LOT more creative with these names if you spend some solid time thinking about your audience and what people would want.

Social media should definitely be part of the planning process when thinking about how to activate your sponsorships. What do you think about these ideas? What ideas do you have? I’d love to hear them.

Jason Peck is a sports and social media follower, entreprenuer (founder of Highway 24, Media, LLC, and Northern Hills Buzz), project manager (social media/community at eWayDirect), consultant and blogger.  To gain some additional thoughts on the intersection of sports business and social media, check out his blog at: Take A Peck.

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Comments

2/10/2010 3:34:18 PM #

Jason,

A GREAT blog about extending reach with social media and Suggestion #1 definitely hits home with me!

As the founder of RacingIn.com, the very first motorsports themed social website connecting ANY racer to every race fan, I have built one of those community oriented sites that uses other 'mass appeal' social media to drive hundreds of 'clicks' BACK TO the site every day.

As a matter of fact, if anyone reading this article has any interest at all in learning how we're looking for the right sponsor who wants to take advantage of being integrated into every engagement that happens at RacingIn.com, then I'd encourage you to check out our opportunity at SponsorPark.

If you are a brand or agency looking for a socially-themed B2C marketing asset, then don't waste your time trying to build it... It already exists at RacingIn.com!

Here's that link to the overview at SponsorPark:  www.sponsorpark.com/.../

Scott Kosak

2/11/2010 8:44:33 AM #

Jason

Great post focusing on sports sponsorships and integrating social media. From the world that im in, Sports Radio, it has been a challenge to incorporate Social Media for a few reasons. Either the client does not have a presence and does not get it or internally we are not up to speed on all the capabilities. SM is a new tool obviously and it takes an adoption from everyone in a organization for a campaign to fully take shape and be successful.

So thank you for the post. I am distributing it to everyone in my office to get everyone's creative and strategic juices flowing and to start thinking how we can utilize and capitalize on the SM phenomenon.

Joe Salome

2/11/2010 9:55:23 AM #

Social comments and analytics for this post

This post was mentioned on Twitter by SponsorPark: RT @SponsorPark 5 Ways to Extend the Reach of #Sponsorships Through Social Media http://ow.ly/1optED

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2/11/2010 1:43:48 PM #

Jason,

Thanks for your insights to using social media in extending sponsorships. I have seen this a lot with professional sports teams. I would like to get some thoughts on how this would be appropriate for the grassroots sports level?

I work at the youth soccer level in America and in order to make the sport affordable for players, sponsorships and scholarships are critical. Is social media an appropriate way of marketing a youth team and attracting sponsors?

Best regards,

Kab Hakim

Kab Hakim

2/11/2010 8:23:44 PM #

Scott and Joe - thanks for the kind words and glad you appreciated the article.

Kab - I wonder if you could use a youth team's social presence as a value add for traditional sponsorships? The local youth team may have XYZ Photography Company sponsor the team's jerseys. Why not also give them a chance to sponsor a pictures section on the team's Facebook page or give them some branding on the pictures that are uploaded there and to other sites? That's just one idea, but I think you might be able to come up with some interesting opportunities.

Jason F Peck

2/12/2010 8:37:59 PM #

Jason

Thanks for the suggestion. Sadly in America, at least in the Washington DC region, shirt advertising is not allowed at youth games.

However, bags, bottles, tents, benches, warm up suits, hats, and team webpages are allowed ads. So there are various options for sponsor visibility. Further, no youth clubs own their own facilities as we all lease/contract from local county rec departments. So again we have no control over field/pitch side advertising or in the stands.

America has a very sensitive nature to advertising around kids under 18. You see nothing in high school stadia which can often hold 3000 or more fans. Many school fields are used for youth club games. So in our region, the 3 most common locations for games are parks, schools, and publicly run fields. Few clubs have club houses or headquarters, so advertising within clubs is difficult also. Common American clubs are just individual teams paying to be part of the club by name, and the club permits fields for games and practices thru the local government.

In this environment, what would you suggest further to attract sponsors?

Kab Hakim

2/16/2010 9:42:44 AM #

Jason... good stuff!  I've been encouraging my clients to further explore these opportunities using a video I produced for Dwyane Wade a few years ago.  I made a point of integrating sponsors into the final product and think this is the type of thing that would be a natural to show through social media.

VIDEO: www.t60productions.com/...ade_Basketball_Camp.html

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2/16/2010 3:37:13 PM #

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2/21/2010 10:23:10 PM #

Hello everyone..

I do hope that I am not out of context here but reading all your comments and articles it appears to me that you are all experts in the field of sponsoring and perhaps I can get some expert advice on how to go about approach.
My name is Melanie Purvis-Foleti, owner/founder of ViSiOnS Artist Management Group
I am currently in Australia working on a promotional campaign and a future tour for artist Jack Radics whom I manage.  I am about to approach companies for sponsorship for my campaign and I don’t have much experience in this area. After a string of unprofessional and money hungry promoters and music marketing firms that I came across in this country that successfully manage to cause a couple of sponsors that were interested in sponsoring my artist to withdraw due to their greediness trying to rip off these companies and were only wasting a great deal of my time and money I have decided to take action on my own while I am trying to put another team together. I would really appreciate it very much if anyone can take a look at Jack Radic’s website and see if you can evaluate his music and advise me on how to go about sponsorship approach....Jack Radic’s website: http://www.jackradics.net
For a quick introduction on Jack’s career you can also check my Linkedin profile.
Thank you
Melanie

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9/26/2010 12:02:08 AM #

Great post.

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