As we look ahead to what the world, especially the business of sports, is going to look like, it is interesting to talk, or Zoom, with so many colleagues and listen to what opportunity lies ahead that did not exist even on March 12. One is a new position that has arisen for job seekers, one we wrote about a few weeks ago called “Director of Fan Confidence.” That position in just a few weeks is already taking hold and being filled, showing just how fast the nimble and the creative leader can see a need and try to fill it.
What else may be coming? If you are on the sales and marketing side, how about new categories to sell and merchandise, some that may have been coming, but in the words of another colleague, Yao Williams will be part of what he called the move to “Accelerate The Inevitable.” Slow changes in fan experience suddenly are thrust into necessity, and there will never be a turn back.
So here are seven areas to think about, things you will be experiencing once you return to your venue of choice in the future, no matter when it is.
Cashless Stadia: Another idea that has been coming and will now be here sooner is the increased migration to cashless venues. Less contact points means more use of an app…team and league apps will now have increased need and utility…and more use of all form’s plastic. Swipe and go, which is pretty standard in most of the world, will now be front and center as part of the fan experience here. Those without smart phones or credit cards? Problems that will need to be addressed, perhaps through a sponsored debit card available upon arrival. Regardless, the cashless business is here to stay more than ever.
Cleaning It up: one obvious area for adoption will be on the cleanliness side. While this was a small category in the past, it can now be broken up into many sub brands…official hand sanitizer, the custom mops and brooms, the official air spray, the official hand wipes, the official cleansing drone, with all the signage and creativity that can come with giveaways. The cleaning of the arena floor during timeouts, the sweeping of the bases in baseball, the scarping of the ice…all now take on added focus, and while some were sponsored before, can probably bring more attention, more educational messaging, and more value.
Masks and gloves: Much debate over the personal mask opportunity. A few weeks ago, leagues were aghast that companies were selling unlicensed masks complete with logos…until licensing deals were worked out and now you can be a mask of your favorite team on any online shop now. The same may be true for gloves, especially the millions of pairs which will be worn by stadium workers. Can you sell sponsored masks and gloves? Might be tough to do…but you can tie the masks to a brand looking for cause marketing, making the program a great win for both sides. There is also a great opportunity on the community side to design masks for both sale and promotion, maybe even auctioned off for cause down the line as well. Again, standards will have to be upheld to avoid any kind of transmission, but the masks, here to stay for the foreseeable future, not become another part of a brand package, especially in the healthcare world.
Mobile ordering: Stadia have been moving to ordering via app more and more, and with increased connectivity (still going to be an issue in many places especially with an increased amount of usage) is going to come mobile ordering of every way and shape. The good news is that it will probably create a demand for better delivery and customer service in the stands; concession companies and vendors will probably transfer many at the concession stands into the delivery business, assuming training is available, and there is another sponsorable category that can probably be made larger…speedy delivery, custom delivery etc. Mobile is going to be king, and the long concession lines which were being addressed may be gone forever, or at least altered into a wait at the seat mentality.
Remote Access and Engagement: We touched on this in another recent post about brining fan video and audio into a fan-less building in the short term, but what to do when you have less seats to use for the thousands, or millions, who want to share in the experience. While teams have done watch parties and created remote fan clubs for years, the ability, and the utility, of being able to use remote networking platforms like Zoom to bring fans together as games are going on will be more in use than ever before. Virtual fan parties as a piece of a second screen experience, shown live on video boards and in broadcast, suddenly become more important…and once again, become an asset to sell and promote with that never existed to this extent before.
Sucking It Up: If we go back as many predict wearing masks, how to drink anything without mask removal. Straws, which were on their way out in many venues, will suddenly become an important necessity again to get around a mask. They may be more of the recyclable paper kind; they may be reusable and part of a marketing program, but straws are going to make sipping…even beer…part of a potential experience. The good news is it will be a promotional tool one never really considered before.
Tracking systems: There is little doubt that distance tracking and mapping will be part of every experience in any community event for some time to come. While issues with privacy will exist, the ability to map one’s travel through mobile data is going to be a part of life and a part of prevention of massive outbreaks going forward. Those tracking systems and all the technology on the back end, especially through team apps that may become mandatory to download when in stadium or arena as a matter of security, also become sellable assets. The competition to be the official secure technology partner of a team or league will become valuable as real estate and is again an area that was in the shadows and is now center stage.
Now all of this is still unfolding, but it is unfolding quickly as teams look to new revenue streams and areas of engagement brought along since March 12. The cause marketing ties to first responders will also rightfully rise up, as will the use of other fan engagement second screen experiences that we have seen become part of the normal experience.
The last part of not for this great unknown remains consumer confidence. How long it takes for mass gatherings to return is still up in the air, and we have seen teams of every level start to look at the reengineering of stadia for more room, easy entrance and egress, and a reimagined experience.
None of this will be easy, but it is a necessity of a new normal which we will adjust to, much like we have with metal detectors or not being able to bring water bottles or large bags into venues. It will take adjustment, but if we want to again have the viable communal experience, even on a smaller scale we will adjust, and with that adjustment comes opportunity, much of which was either no thought or an afterthought just six weeks ago.
The new normal will challenge, but it also brings opportunity.
