F- AAA

ANATIC FANATIC - ARENA ACTIVATION AUDIT (F - AAA)

COULD YOU BE GETTING MORE FROM YOUR ARENA PARTNERSHIP ?

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Eight years ago AEG Live brokered a deal with O2 to secure the most successful naming rights deal in history; a lot of people in the entertainment industry said it would never catch on. A decade later nearly every arena in the country has managed to secure a headline partner with millions of pounds invested.

Whether it's promoting financial services, gambling or telecommunications we wanted to know if partners are missing a trick to connect with arena fans & generate more value for their brands. In order to find out we commissioned the Fanatic - Arena Activation Audit (F -AAA)

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/ WE AUDITED 43 ARENA PARTNERSHIPS

16 Countries 18 Sports Stadiums

26 Indoor Arenas 43 Brands

AUDITED OVER

100,000

00 1 80

FAN EXPERIENCES

60

SPORT

ENTERTAINMENT

0 4 MUSIC 0 2

2,000+ FANS 0

?

WC

WC

WC

INTERVIEWED

PASSIVE Passive

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CASUAL Casual

LIVE Live

CORE Core

HARDCORE Hardcore

03

Different brands are driven by different motives

Some see it as a cost effective media deal with a vast array of channels to help generate huge exposure. Others see it as a fantastic hospitality platform to consolidate B2B relationships and really help drive business to the bottom line. Most commonly, arena partners want an association with the energy, excitement and passion that comes with being connected to the worlds of sport and music.

They want their brand to glow in the presence of some of the biggest music artists and sports stars on the planet.

We wanted to find out whether they were doing everything possible to maximise this massive opportunity.

Our Fanatic research and planning department specialises in understanding fan behaviour. We wanted to understand everything from tech innovation through to best global practice.

We looked at the industry landscape and how it could impact activation strategies to drive stronger and more meaningful relationships with fans.

After months of research we have built a four step programme that will help arena partners understand the full opportunity and how they can generate more value from their investments.

We have looked at... / Fanatic - Arena Activation Audit

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/1

GLOBAL

BEST PRACTICE

We have studied the most successful arena brand partnerships on the planet.

We've interviewed key decision-makers, spoke to influential stakeholders and looked at some of the best activation and engagement techniques globally. Our aim was to understand the most successful ways of generating more return on investment and passing that information on to our clients.

53%

OF FANS ARE OPEN TO BRAND ENGAGEMENT

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/2 UK INDUSTRY

SNAPSHOT We engaged the most influential people in the UK entertainment industry.

From agents to managers, promoters to media owners we held roundtable discussions and Q&A sessions with the real powerbrokers in the entertainment industry to see what they thought. We wanted to see just how far brands could go in terms of generating content, co promoting and collaborating without incurring massive additional fees.

ARTIST MANAGEMENT ARE VERY OPEN TO VIK DEALS WITH BRANDS NOW. IT JUST NEEDS TO BE CAREFULLY BROKERED. - Steve Smith, CEO Ear to the

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/3 ON-SITE OPPORTUNITIES No two arena venues are the same. We looked at the infrastructure of physical spaces and opportunities to engage fans at key venues around the country.

From crowd flow issues to connectivity to innovative branding opportunities. Our aim was to find new ways brands could engage with fans in the physical environment and keep that conversation going post event.

FANS SPEND MORE THAN 120 MINUTES WAITING TO BE ENGAGED.

75% OF FANS EXPECT BRANDS TO IMPROVE EXPERIENCE

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FUTURE CREATIVE ACTIVATION Our Fanatic department worked with some of the most innovative and creative companies in the UK arena industry to understand what was possible. We looked at ways of integrating content into the wider entertainment program without infringing any rights or key stakeholders.

We developed a series of interactive activation ideas that would take fan engagement and the fan generated content to another level.

71%

OF FANS WANT PRE & POST EVENT CONTENT.

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GIVE US A BELL If you'd like to speak to us further about how we can help you get more from your arena partnership, please contact us, just give us a bell

LONDON The Metal Box, Unit 417, 30 Great Guildford Street, SE1 0HS t. +44 (0) 203 131 2992

MANCHESTER 11-13 Spear street, M1 1JU t. +44 (0)161 237 9786

RIO Rua Sao Clemente 155, Botafogo, Rio de Janeiro t. +55 (0)21 8420 6362

www.eartotheground.org

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