Not that long ago sports sponsorships centered on physical assets like naming rights and stadium signage. Brands paid big bucks to become the Official Potato Chip or Soft Drink of a league or franchise. These days, however, it’s a whole new ballgame. In order to score with today’s super-connected fans, sponsorship activations have gone high-tech, incorporating RFID, 3D, interactive video, social media and more into fan fests and sports zones. Arenas and stadium lounges have undergone a digital makeover as well. Here, in no particular order, is a run-down of 10 top digital sports activations.
American Express’s Digital Water Wall
This hydro-interactive tennis experience on Pier 97 in New York City offered American Express VIPs and cardmembers the super high-end, industrial grade kind of light show one would expect to see at a Jay-Z concert instead of last year’s U.S. Open. As Maria Sharapova, John Isner and other tennis dynamos faced off on court, their interactive racquets translated their moves into 3D graphics, animations, sounds and video projections, all in real time, onto a 40-foot by 60-foot wall of water pumped in from the Hudson River. A real-time camera feed and motorized lasers produced a visual experience that wowed the crowd (Agency: Momentum Worldwide, New York City).
Interactive Digital Video at NBA House
American Express PIVOT, an interactive digital video activation at NBA House in New York City over NBA All-Star Weekend, enabled fans to get up close and personal with the signature moves and personal stories of four NBA stars—John Wall, Anthony Davis, LaMarcus Aldridge and Mason Plumlee. State-of-the art wraparound camera technology enabled users to pivot around the player, who appeared life-size on 103-inch screens, and view his passes, dunks and drives from various perspectives. It also gave the fans a level of control, so they could experience it in their own way (Agencies: RadicalMedia; Digitas; Mindshare; Momentum Worldwide; Wasserman Media Group and PMK-BNC).