Sports marketing has emerged as a powerful strategy not just for building short-term brand visibility but for capturing a lasting place in consumers’ hearts and minds.
Live, passionate audiences. Multi-generational reach. Brand-safe environment. Multi-touchpoints. Social connection. These are just a few of the things that sports offer brands. But to fully reap the benefits, brands need to transcend traditional ads and signage to create meaningful, emotional connections bringing together the sport, the community, and shared brand values.
We recognize that fans don’t just watch sports, they live and breathe them.
Here’s how we’ve done it for our clients.
EXAMPLE #1: Scoring a home run with the Amica Pitch Zone
Cronin created a branded technology integration for Amica with the Boston Red Sox that integrated the brand organically in key game moments for fans to enjoy. Using strike zone tracking technology that showed pitch speed, location and trajectory, the Amica Pitch Zone turned complex data into easily digestible visual content for viewers to enjoy. It also provided NESN announcers with a seamless way to mention Amica during crucial game plays and replays earning Amica a place in Red Sox Nation.
Why it Worked:
- Provided real value to viewers
- Created organic brand mentions
- Generated social media conversation
- Reached engaged local audience
- Built brand affinity through Red Sox connection
- Positioned Amica as innovative and tech-savvy
EXAMPLE #2: Securing brand wins, both on and off the court, for Dunkin’
Since the NCAA’s NIL policy when into effect in 2021, it’s been a whole new ballgame for college athletes and brands. Brands that leverage these relationships beyond straight product endorsements to create memorable brand moments in the community, win by a landslide.
Team Dunkin’ featured student-athletes from across the country and across multiple sports including UConn’s Donovan Clingan and Paige Bueckers. Recognizing the very special place UConn basketball has in the hearts of Connecticut residents led us to create local community engagement events to make the brand more relevant among younger fans who are critical to the brand’s future growth. Through a series of in-school events with our NIL partners, we gave the brand resonance with the next generation of brand fans.
Why it Worked:
- Leveraged UConn’s fandom on the heels of the national championship
- Gave young fans a personal experience with their local heroes creating a lasting emotional connection with the brand
- Fueled social media buzz and earned media coverage
EXAMPLE #3: The ultimate assist for hockey moms, from Modern Woodmen of America
They drive the players, keep the team moving, and always have the best defense—off the ice, of course. Who, you may ask? Moms, of course.
Our team brought Modern Woodmen of America and the Carolina Hurricanes together to create Modern Woodmen’s Hockey Mom of the Month, an interactive in-arena activation spotlighting the moms who never miss a shift. Because while hockey moms protect their kids’ dreams, Modern Woodmen helps protect what matters most: their families’ futures.
The activation included bold, in-arena takeovers coupled with the opportunity to engage the community before, during and after the game by inviting fans to nominate their favorite hockey mom.
Why it worked:
- Aligned with Modern Woodmen’s family-focused values
- Interactive nomination process for added engagement
- In-arena activation for maximum visibility
- Created an emotional connection with our target audience
- Generated shareable content and stories
These examples leverage the power of sports marketing differently in ways that are most authentic to the brands themselves.
We recognize that fans don’t just watch sports, they live and breathe them. Their fandom is part of their personal identities. That’s why when executed strategically, sports marketing can transform passive observers into your brand advocates.