How do you connect the results of live event sponsorships to real customer transactions? It’s a challenge that brands have spent years trying to overcome with varying levels of success.

Now, as festivals and sporting events return after two years of cancellations, brands are once again investing in sponsorships as a marketing opportunity, and Catalina and FanAI are helping them overcome the challenges that come from trying to measure the results of those initiatives.

Just having passive signage does almost nothing for a brand. What works best to drive sales lift is a combination of live in-stadium activation, mobile digital activations, and in-store activation. In this piece, we’ll look closer at three data driven insights to help brands drive revenue from sponsorship.

At FanAI we deal with a ton of data visualizations revolving around sports sponsorships. Travis Dunn, Senior Frontend Engineer at FanAI, takes us through his process of bringing the highest level of customization to the FanAI platform.

Originally presented on June 7th, "The Emerging Sponsorship Opportunity In Women’s Professional Sports", sees Ishveen Jolly (CEO and Founder, Open Sponsorship), and John Abreu (Director of Partnerships, FanAI) discussing brand, property, and athlete sponsorship opportunities, in the context of the growth of women’s professional sports.

Justin Toman (Head of Sports Marketing, PepsiCo), Adam Holt (SVP of Sales and Partnerships, FanAI), and Amy Jost (Senior Director, OMD) speak on the importance of their panel presentation at the 2022 SBJ Brand Innovation Summit.

FanAI, PepsiCo, and OMD, teamed up for the Sports Business Journal’s “Brand innovation Summit” in June of 2022.

In this session, Justin Toman (Head of Sports Marketing, PepsiCo), Adam Holt (SVP of Sales and Partnerships, FanAI), and Amy Jost (Senior Director, OMD) discuss sports sponsorship marketing making a fundamental shift in measurement.

The 2022 US Open Golf Championship gets underway on June 16, but the world of golf is changing at a furious pace. Democratization of the sport is attracting a younger and more diverse demographic.

The National Hockey League is scoring big with fans, with TV viewership up 18% year-over-year. However, the NBA and MLB are also seeing viewership increase. This all goes to say that if professional hockey wants to stand out to viewers and sponsors, it needs to innovate.

When it comes to the Qatar world cup sponsorships, companies worry about perceptions, while individual athletes have less to lose reputationally; sponsorship from the crypto market remains strong despite recent downturns; and the world’s highest-paid 10 athletes close in on a billion dollars thanks in large part to their off-the-field income.

With 3 NFL naming rights deals expiring in the next 3 years, and Buffalo building a new stadium, we decided to take a simplistic look at which teams were giving brands the best bang for their buck when it comes to naming rights.

This month’s Miami Grand Prix showcases how emerging trends in the Formula 1 fandom can benefit brands and marketers hoping to get involved in the sport, or accelerate the value of their sponsorships.

How can brands create a connection with their audience? Here’s how brands can transcend three of the most common sponsorship mistakes and realize the full potential of sports sponsorships.

Dive into what it meant for marketers to maximize the value of Masters sponsorships — and how these lessons can guide sports sponsors in general.

How to turn fans into customers: 3 steps brands should take to maximize the value of their NBA Playoff marketing strategy

Originally presented in February 2022 ahead of the NBA All-Star Game, the webinar, "What Sports Marketing Strategies Have The Largest Impact on Retails Sales", sees Jeff Katz (Chief Product and Strategy Officer, FanAI) discussing building call-to--actions into creatives and sponsored posts, in-game trigger promotions, as well as the industry's shift from passive to addressable sponsorship assets.

With the introduction of other NASCAR platforms such as e-nascar, a newer more diverse audience is being drawn into watching and engaging with the sport. What does this mean for brands and the way approach NASCAR sponsorships moving forward?

Sponsorship spend is growing, but is industry sentiment aligned on how to activate on the sponsorship? Most professionals cite direct revenue growth as their most important outcome measure, but how do they grade themselves on how well they understand how to get there?

FanAI and PepsiCo teamed up for the Advertising Research Foundation’s “Attribution & Analytics Accelerator” Conference in November of 2021.
In this webinar, “Pioneering a Sports Investment Strategy”, Justin Toman (Head of Sports Marketing, PepsiCo) and Adam Holt (SVP of Sales and Partnerships, FanAI) start off by addressing the ultimate problem of “What is the true ROI on Sports Partnerships?”, speak on FanAI’s methodology, and discuss what having that means for brands like PepsiCo.

FanAI, a platform pioneering attribution within the sports marketing and sponsorship business, recently closed a $3 million Series A extension (the company announced an $8 million Series A in November 2019).

Day One of the Advertising Research Foundation’s (ARF) sixth annual “Attribution & Analytics Accelerator” conference, in partnership with Sequent Partners, raised as many questions on attribution modeling approaches and techniques as it answered.