While sports teams have match days and off days for training or rest, fans expect engagement with their teams round the clock. This is particularly acutely felt in the modern digital era. Fans expect personalization from their favourite teams similar to their experience with retailers or airlines. Marketing research conducted by ESPN has found that this need is why they are often reluctant to go to stadiums and watch live matches, instead staying engaged on social media. Thus sports franchises are finding innovative means to attract fans to grounds. Sections of the stadium are earmarked for particular activities. At Atlanta’s Mercedes Benz Stadium for example fans smartphones get aligned with the local network to provide teal time instant replays, food orders, seat upgrades and stadium shopping information.


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