The Power of the 90%
Leading Sports Executive Brian Gainor Launches Gainor Sports, Specializing in Helping Teams, Leagues and Organizations Worldwide Drive Significant New Sponsorship, Revenue and Fan Growth.
What is your organization doing to reach and monetize the 90%+ of fans who will never attend a live game / event in your venue in 2024?
Heading into 2024, there’s a significant opportunity for teams, leagues and organizations to develop strategies designed to further engage and monetize an incredibly large percentage of fans (90%+) who won’t ever attend a live game or event at their venue. The millions of fans who live across the state, the country, the world who are incredibly passionate and interested in new ways to enjoy a deeper connection and experience with their favorite team.
NBA Commissioner Adam Silver has consistently emphasized this concept over the past three years, as the NBA and its teams continually pioneer new fan experiences and accessibility through new technological innovations, online channels, community engagement and international growth.
The key lies in devising intelligent and imaginative strategies to engage and monetize fans beyond conventional methods, moving beyond actions like encouraging fans to just buy an extra jersey, get a league pass subscription, opt for a travel package or purchase an item of the game on social media.
A great example of a property leveraging “the power of the 90%” is illustrated by Cricket Australia’s “Pink Test” on New Year’s Day, benefiting the McGrath Foundation. Cricket Australia created a platform that enables fans worldwide to purchase a virtual pink seat for the match for $20, which they can personalize and share on social media in celebration of a loved one, support an incredible cause, and be entered into a drawing for a chance to win incredible tickets, experiences and more. The initiative resulted in Cricket Australia selling a whopping 328,903 seats for the match, generating $6.5M to help support an incredible cause.
Now imagine if the NFL offered a similar platform for fans worldwide to buy a “virtual seat” for the Super Bowl (benefiting a great cause) and automatically be entered to win incredible NFL trips, unique experiences, and more… there’s a huge opportunity for all teams, leagues, and major events to capitalize in a similar manner around their tentpole events.
The teams, leagues & events that continue to think big and beyond what’s traditionally been done will continue to separate themselves from the rest.
About Gainor Sports
Gainor Sports is a leading sports marketing and advisory practice specializing in helping teams, leagues, brands and organizations generate more revenue, more fans and more impact.
