If one universal truth describes most Americans, it's that we love our sports teams. In a study published in February 2024 by the Siena College Research Institute and St. Bonaventure University’s Jandoli School of Communication, 70% of Americans say they're sports fans.
The study identified four distinct categories of fanship.
- 21% say they’re "avid" fans who watch sports or sports news, talk about sports, check scores, or play fantasy sports every day.
- Another 26% say they’re “involved” fans who engage with sports at least several times weekly.
- 26% are "casual" fans, meaning they’re interested but only engaged occasionally. The occasions are usually special sports events like the World Series, Olympics, or Super Bowl.
- More than a quarter of all Americans (27%) are “non-fans.”
A May 2024 study reveals that U.S. sports fans (regardless of category) spend a significant amount of their hard-earned money to attend sporting events. The Super Bowl topped the list at an average of $1,598.31 per ticket, with the Summer Olympics a close second at $1,448.28 per ticket. Sports fans are willing and anxious to support their favorite teams in meaningful and personal ways, and cost may not be much of a deterrent.
What can we learn from all of this? Sports activations are an effective and impactful way to engage fans in an athletic team or event.
What is Sports Activation?
Sports activation brings a sports brand (or a sponsoring brand) to life through various strategies, ranging from simple event booths to elaborate initiatives like virtual interactions and unique fan encounters. These activations, whether temporary or permanent, offer a world of unique experiences that captivate and delight fans.
Strategies for Success
The most effective brand activations engage visitors through multiple senses and offer activities or interactions that cater to diverse tastes and preferences. For instance, some fans might be interested in learning about the team’s winning strategy or their favorite player’s workout routine. Others may simply be there for the free swag or merchandise discounts.
As customer personalization becomes increasingly vital in marketing, fans expect tailored experiences. Teams and venues (or their brand partners) should utilize fan data for personalized activations. This approach not only enriches the fan experience but also strengthens brand loyalty. For instance, a sports team can employ augmented reality to offer virtual encounters on the field or customized content with branded merchandise, providing fans with immersive interactions that resonate.
Technology is revolutionizing how fans interact with sports teams and brands. In addition to virtual and augmented reality, interactive games and personalized content via mobile apps are forging deeper connections with fans, delivering an experience that surpasses traditional game day events. This integration of technology ensures that sports activations remain relevant and engaging in the moment and later online.
To get started ideating a successful activation, think about the in-person environment as a series of moments or experiences. Create signage and decor that draws fans into the activation and keeps them engaged from beginning to end. Signage solutions should integrate with the environment, logistics, and aesthetics of the location yet stand out as unique and special. An activation could include custom window displays or clings. It could also include counter and retail fixture displays. Other activations may feature banners, flags, wall and floor graphics, posters, pop-up build-outs, and A-frames. Then, deepen the activation with technology and digital experiences.
Phase 3's Sports Activation Capabilities
Phase 3 is an expert in designing and producing temporary and permanent signage for sports teams and the brands that partner with them, from retail promotions to stadium and practice areas. We provide end-to-end services, starting with ideation based on your goals and expectations. We collaborate with you on meaningful activation design. Then, we bring your ideas to life through prototyping for your approval. Finally, we make and install the final approved activation. This includes signs, displays, marketing materials, and swag. Whether you're just getting started on creating your immersive experience or already have designs in hand, our experts can help you stand up an impactful sports activation that meets your goals and delights your fans.
Need some inspiration for your next activation? Let's review a few projects the Phase 3 team has created recently.
LIDS Super Bowl Store Project
It was early 2024, and the Super Bowl was scheduled to take place in Las Vegas. The local LIDS store partnered with the Phase 3 team to create an immersive store experience celebrating the game and highlighting their official game merchandise. The primary goal of the activation was to drive foot traffic and sales by making the store a top event destination.
After discovery calls with the LIDS team, our designers created an inspiration deck outlining several activation ideas at distinct budget levels. The team chose a design that would make customers feel like they were walking onto the game-day field. The activation called for wrapping the store's exterior in Astroturf and creating an archway at the entrance to feel like a stadium tunnel. Inside the store, the team created several photo opportunity areas highlighting relevant merchandise. In addition, the team built a podcast station and an event space for visiting celebrities.
Despite the quick one-month turnaround from ideation to installation, the collaborative process brought the project to completion within budget and on time. The activation drove significant traffic to the store as well as social media and online attention.
Chick-fil-A Peach Bowl Event Graphics
Phase 3 has been the official print partner for the Chick-fil-A Peach Bowl for more than twenty years. The Peach Bowl collaborates with Phase 3 on several print, signage, and graphic projects, including hotel venue graphics and signage, environmental graphics for activation areas around the Mercedes-Benz Stadium, marketing collateral, and specialty event needs like credentials. Every year, the Phase 3 team completes site survey measurements, ideates new designs, selects suitable substrates for each activation area, and provides design, fulfillment, and installation for all event projects.
D.C. United Arena Graphics
The DC United soccer team, based in Washington, D.C., contacted Phase 3 requiring large-format and sponsorship stadium signage for their new season. The team dove into the project immediately, scheduling a site visit to take measurements. Since the branded designs were already created, no ideation was necessary. The team produced and installed the extensive sign package just in time for opening day.
Sewanee: The University of the South Practice Facility Graphics
At the University of the South in Sewanee, TN, our environmental graphics team created high-impact sports fan moments for the walls, ceilings, floors, and doors in the school’s athletic buildings, common areas, and classrooms. The result is an integrated and permanent branded environment highlighting the pride in being a Sewanee Tiger.
Super Bowl LIII Event Graphics
The Atlanta Super Bowl Host Committee selected Phase 3 to brand their volunteer headquarters and meeting areas throughout the AmericasMart, Georgia World Congress Center, and surrounding spaces in local hotels and restaurants. The goal was to warmly welcome visitors to Atlanta for the Super Bowl LIII game. Phase 3 printed and installed interactive and eye-catching signage ranging from window graphics, wall coverings, floor graphics, elevator wraps, overhead signage, wayfinding graphics, meter boards, and large format fabric displays.
In addition, Phase 3 provided local hotels with printed materials (window clings, banner stands, easels, and banners) promoting their official local partner status.
Activating Sports Fans
Sports fans are among the most loyal customers, ready to support their teams. Effective activations provide the environment and inspiration for fans to celebrate and share their passion.
Partner with Phase 3
At Phase 3, our designers, craftspeople, and fabricators are dedicated to bringing activation ideas to life. From ideation to execution, we work with you to create brand moments that capture attention, celebrate fans, and drive action.
Whether starting from scratch or needing help with existing designs, our team is here to elevate your sports brand through impactful activations. Let's create unforgettable experiences for your fans together.