Digital/Social is Not a Throw-In

Since FanCompass launched the BrandConnect Team late last year, we have learned how sponsorship (commercial) sales teams are packaging, pricing, and selling their digital/social assets.

After 100+ discussions with our customers working for top clubs worldwide, our team has determined that the sports club’s sales staff is still not comfortable with or knows how to sell their digital/social assets (email, website, social media platforms, etc.). It is our estimate that about 10% of the clubs in the industry know how to do it well, armed with a process and a sustainable strategy. However, the other 90% are still figuring out how best to slap a logo on a monthly newsletter and Tweet while trying their best to understand the terms & pricing out CPA, CPL and CPM.

It was also determined by our team that sports clubs are leaving a SIGNIFICANT amount of money on the table by “throwing in” digital/social assets in order to get the package they are selling signed by the buyer. In most cases, the salesperson who throws in digital/social is selling to a buyer who purchases physical and isn’t responsible for purchasing digital/social assets. Throwing in digital/social in this scenario is devaluing the club’s brand & assets and kicking the can down the road rather than addressing the issue and solving the problem of how to sell digital/social.

Like every problem, there is always a solution. So what is it?

Target physical buyers (arena/stadium signage, naming rights on physical assets, shirt sponsorships, etc.) in one effort and target digital/social media ad buyers in another. In essence, there are two buckets of budget the brand is sitting on so develop the strategy, hire or train digital sales talent, lean on or get FC CORE+ (selfless plug), and execute the plan to target both buckets to increase your top line to remain ahead of the market.

Let’s summarize, shall we?

Starting today, selling digital/social is NOT A THROW IN. It’s 2022 and the digital fan monetization revolution is here so plan and prepare 2023 to be a breakthrough year for you and your club. The clubs that do this now will win & be crowned as the leaders as the industry shifts more to digital activation and monetization in the coming decade.