The Power of Tentpole Moments
Leading Sports Executive Brian Gainor Shares Insight into How Sports & Entertainment Organizations Can Create and Capitalize on Tentpole Moments to Drive Growth & Business Results.
“Defining moments can be consciously created. You can be the architect of moments that matter.”
– Chip Heath, The Power of Moments: Why Certain Moments Have Extraordinary Impact
As we approach Super Bowl LVIII in Las Vegas, it’s truly remarkable to witness the NFL’s sustained growth and dominance over the past few decades. Consider the following key indicators:
The NFL boasts the #1 fanbase across the U.S. population
An impressive 93 out of the Top 100 telecasts on TV belong to the NFL
The NFL commands an average share of attention of 50% throughout the entire year, outperforming other major sports
With a staggering 14 billion total hours of engagement, the NFL’s content consumption is six times higher than that of the next highest league
47% of U.S. NFL fans are women, highlighting the broad and diverse appeal of the sport
A pivotal factor contributing to the NFL’s unparalleled success in achieving remarkable scale and attention lies in its strategic commitment to invest in the creation, development and amplification of key tentpole moments and events throughout the year. This approach not only sustains fan interest but also generates substantial media coverage and community impact, ensuring a continuous presence and significance every month of the year. The NFL’s calendar dominance throughout all twelve months includes:
Q1: The Future: NFL Playoffs, Super Bowl, Pro Bowl, NFL Combine, Free Agency
Q2: NFL Draft, Schedule Release
Q3: NFL Minicamps, Back Together Saturday, Training Camp, Hall of Fame Game, Preseason
Q4: NFL Kickoff, Crucial Catch, Salute to Service, Thanksgiving Day Game, International Games, My Cause My Cleats, Holiday Games
Sports and entertainment organizations have an opportunity to study, emulate and adopt the NFL’s proven blueprint for success in creating and elevating its tentpole moments throughout the season. This strategy not only serves to enhance fan interest but also contributes to increased ticket sales, expanded media coverage, enhanced inventory/opportunities for corporate partners, heightened community impact and more. How? By thinking in moments.
Sports and entertainment organizations can start with an exercise asking the following questions:
How can we make our 5-10 biggest events even bigger in 2024?
How can we create 5-10 new blockbuster moments/events in 2024?
Key considerations when evaluating, creating and magnifying your tentpole moments (“thinking organizationally”) include:
Are there new groups and fan audiences you can attract, engage and incentivize to attend?
Are there ways to enhance the influence, buzz and cultural relevance of your event(s)?
Are there new ways your event can stand for something, creating significant community impact and fostering social responsibility?
Are there ways to heighten the fun, excitement and entertainment value for fans in/at stadium, in the surrounding community and away from the event? (online, social, TV, international)
Are there ways you can utilize your event(s) as a catalyst to foster unity and community connection?
Are there new ways corporate partners can help further extend and amplify your event?
Are there new ways you can innovate, tell a story and take creative risks that garner media attention?
Are there new ways you can recognize and reward season ticket members and fans?
Need help creating and elevating your tentpole moments/events? Please reach out to Gainor Sports (brian@gainorsports.com) as we’d love to help you develop new, creative strategies to take your tentpole moments and business results to new heights.
