Delivering fan engagement for our clients
Many of us will watch our favourite teams play football, rugby, cricket and so on from the comfort of the our own homes – in HD on a big TV screen purchased entirely for this purpose.
But however warm and cosy our living rooms might be, we also know that there is nothing that compares to the anticipation and sense of community that watching a match live brings – nestled in the stands, shoulder to shoulder with fellow fans, willing your team on as your heart beats faster with every shot at goal or break for the try line.
Brands understand the positive mindset that watching live sport creates – and thus invest significant budget in running on-site fan engagement programmes. And it’s not only brands – venues and the teams themselves love to get their fans excited via an immersive fan engagement activity.
We work with a number of different clients on their fan engagement programmes. At every one of Chelsea Football Club’s home games, a team of up to 30 Mashers chat to fans of all ages, taking photos, answering questions and handing out spot prizes to super fans. Two of our staff even play the roles of Stamford & Bridgette – taking fan engagement to a whole new level of cuddliness!
We also helped to get Londoners excited about Major League Baseball this summer when the US sports brand brought a two-game series between the New York Yankees and the Boston Red Sox to the UK. As well as running pre-event activity to build awareness, we also staffed a large scale fan engagement activity on-site – with 15,000 visitors per day enjoying baseball-inspired ball games.
We have helped a host of different clients connect with consumers at sports events through positive and exciting fan engagement – whether that’s corporate hospitality guests at Twickenham Stadium, golf fans at the BMW PGA Championship on behalf of BMW, cricket aficionados at Test Cricket matches for npower and Investec or tennis lovers in the famous Wimbledon queue for Lavazza.
Fan engagement work is always very popular with our staff because they love the positive atmosphere and sense of team spirit that radiates around the different sports venues.
And it is perhaps for the same reason that fan engagement is likely to remain popular with brands and venues for a long while yet too.