Optimizing with SponsorPulse: Navigating the Sponsorship Landscape
- July 11, 2024
- SponsorPulse Staff
Brand: AT&T | Objective: Drive awareness and frequency of reach among Gen Z
In the competitive world of brand sponsorships, data can make or break the success of any partnership. For brands keen on grabbing the attention of Gen Z, SponsorPulse offers invaluable insights to optimize your sponsorship portfolio.
Join us as we explore how our robust platform assists in navigating the complex sponsorship landscape:
Current Engagement Analysis: A Closer Look at Gen Z
First: Let’s refine our focus. For the purposes of this article, we’ll use AT&T as the example brand vying for Gen Z’s attention. Ready? Let’s get started:
While looking at AT&Ts current sponsorship portfolio, leading the Gen Z engagement statistics is the NBA, which captures a notable 58% of the cohort's attention. Close behind, NCAA Football and March Madness engage 49% and 48% of Gen Z, respectively.
These strong figures indicate significant opportunities for AT&T to capitalize on college sports' broad appeal. The FIFA Women’s World Cup and the WNBA also resonate well, with engagement levels at 45% and 43%, hinting at the potential for expanding sponsorships in women's sports. Surprisingly, PGA Golf, often perceived as appealing to older demographics, engages 40% of Gen Z, challenging traditional demographic assumptions and presenting an opportunity for AT&T to explore diverse sports sponsorships to connect with younger audiences.
Identifying Growth Opportunities: Where Gen Z's Interest is Expanding
Next up? It’s time to uncover growth opportunities. When assessing the opportunities for expanding AT&T's brand sponsorship strategy to better engage Gen Z, key insights reveal that both the NFL and NBA are poised for significant momentum, with about 31% and 30% of engaged Gen Z fans respectively expecting their interest to increase over the next year. This data underscores the importance for AT&T to consider enhancing its involvement with these leagues, potentially through innovative, Gen Z-targeted campaigns.
For instance, AT&T could deepen its NFL sponsorship by integrating technology-driven experiences such as augmented reality games during games or exclusive app content that offers a deeper dive into game strategies or player profiles—appealing directly to the digital-first Gen Z audience.
Beyond the NFL and NBA, a look at sport properties with Gen Z momentum highlights other opportunities to reach this desirable audience, such as in esports (Call of Duty) and across UFC and WWE.
Exploring Non-Sport Sponsorship Opportunities: Connecting through Culture
Beyond sports, there are significant opportunities in non-sport properties that frequently engage Gen Z on a weekly basis. Reality TV competitions such as The Masked Singer, American Idol, and The Voice each capture the attention of approximately 46-47% of engaged Gen Z viewers on a weekly basis.
Leveraging these insights, AT&T could enhance its connection with Gen Z by sponsoring interactive segments on these popular programs, allowing viewers to engage directly through brand powered apps. They might also offer exclusive streaming content or behind-the-scenes footage, accessible only through an AT&T subscription. Additionally, AT&T could host live fan Q&A sessions with contestants and judges, providing a unique, real-time engagement opportunity for Gen Z viewers on AT&T platforms. All in all, these figures highlight entertainment properties as powerful platforms for consistent and frequent interaction with Gen Z audiences, beyond the realm of sports.
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