Three Steps to Harness Fan Crossover in Music and Sport

This article by Irish tech company usheru – a best in class web and digital platform builder for stadia and arenas – delves into the key steps that can be taken to harness fan crossover in music and sport.

For stadia and arenas, the boundaries between entertainment industries blur as crossover moments between music and sports become increasingly common.

As Taylor Swift and Travis Kelce’s romance has highlighted, the symbiosis between her fan base and the NFL fan base, and the intersection between these two powerful domains, offers a trove of opportunities for cross-promotion that shouldn’t be missed.

1. Know Your Audience

Data is the currency of modern marketing. It offers a tangible way to know and predict audience preferences, behaviours and trends. Stadia and arenas can harness the power of data capture to gain a comprehensive understanding of their audience, allowing them to tailor their cross-promotional efforts effectively.

In order to do this, data capture is key. Using gamification, competitions and quizzes are ways to engage interested audiences, gather usable data and offer some value to the audience in return, in the form of prizes, special offers or pre-sale access.

By analysing demographic data, behavioural patterns and purchases, stadia and arenas can identify avenues for effectively cross promoting events in previously untapped ways.

This article outlines the three steps to harnessing fan crossover in music and sport

2. Categorise by Behaviour (Not Tastes)

One-size-fits-all marketing approaches are no longer effective. Instead, stadia and arenas can create targeted contact categories based on previous spend and behaviour, allowing them to deliver personalised marketing messages that speak directly to individual preferences.

A key point in this with regards to family events is identifying audiences who attend both hockey games and children’s performance on ice shows. Consider this audience type when promoting either event and leverage the upsell opportunity between both.

By segmenting audiences according to factors such as past attendance, merchandise purchases, and online interactions, arenas can tailor cross-promotional efforts to maximise engagement and conversions.

  • For instance, fans who have previously purchased tickets to both sporting events and music concerts may receive targeted promotions for cross-promotional initiatives that combine the best of both worlds.
  • Moreover, fans who have shown a preference for specific music genres or artists may receive personalised offers for cross-promotional events featuring those artists.

3. Target Marketing in Hyper-Personalised Way to Maximise Conversions

Hyper-personalisation is the key to unlocking the full potential of cross-promotion in music and sport. Advanced analytics and AI algorithms can help arenas to deliver targeted marketing messages that resonate with individual fan behaviours.

From personalised email campaigns to targeted social media ads, hyper-personalised marketing allows arenas to maximise conversions and drive engagement with cross-promotional initiatives.

  • For example, stadia and arenas can use data-driven insights to create hyper-personalised offers and promotions that are tailored to the unique behaviours of individual fans. By delivering the right message to the right audience at the right time, arenas can increase the effectiveness of their cross-promotional efforts and drive tangible results.

By strategically aligning their promotional efforts with the shared interests of diverse fanbases, stadia and arenas can create memorable experiences that resonate with fans on a deeper level.

With the right combination of creativity, data analytics, and targeted marketing strategies, stadia and arenas can unlock the full potential of cross-promotion in music and sport, ultimately driving engagement, loyalty, and revenue growth.

The 2024 SVB LIVE Conference & Exhibition – focused on elevating and innovating the live experience – is being held at Croke Park in Dublin, Ireland, on October 9th and 10th, with an Opening Night Icebreaker on October 8th. Key pillars include architecture & design, fan experience, hospitality, interiors & fit-out, premium sales & service, sustainability, technology and venue commercialisation.

About usheru

usheru have recently entered the live entertainment vertical and are excited to utilise their 9+ years of film industry experience to bring innovative tech solutions to stadia and arenas worldwide. They have already been working with the likes of Climate Pledge Arena, UBS Arena and CFG Bank Arena, delivering best-in-class web and digital platforms to provide better digital experiences for better fan experiences.

Article and imagery, courtesy: usheru

Check out the latest sports and entertainment venue development news in the newly launched, subscription-only, SVB Global Report here.

Sports Venue Business has unveiled a raft of new offerings under the SVB LIVE banner, including Global Networking Events and a Webinar Series, culminating in an Annual Conference & Exhibition being held at Croke Park in Dublin, Ireland, on October 9th and 10th, 2024, with an Opening Night Icebreaker on October 8th. An Expert Council, featuring some 25+ C-Suite executives, is advising on the content.

#SportsVenueBusiness – The leading platform for sector news, views & developments

#SVBLIVE Elevating the Live Experience


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