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Get serious about your sports sponsorships

We are seeing big growth in the amount of money being spent on Sports - globally and here in India (much higher growth rates in India).  But one thing is common across almost all major sports sponsorships - companies ‘believe’ that this is money well spent, without having the data to prove it is.    Here are some revealing statistics to consider.  As per a recent article - 1.  Only 35% of marketers consistently measure impact of sponsorships 2.  A full 25% of marketers do zero or near-zero data collection and analytics on sponsorships 3.  Only 47% of marketers have a method to try to quantify value 4.  A massive 80% feel the need to do something about this
At Fantain, we are working with one of our key customers to address this problem.  We are building a  Sponsor Effectiveness Dashboard - that quantifies the value a sponsor gets in spending money on sports.  The model we are …

10 takeaways from Global Sports Fan Summit 2015

Running a startup in a nascent field, one does not come across a great a deal of direction from the outside world. There is no blue print that exists for what you are doing and everyday is an experiment which you hope will take you closer to your goal. At Fantain we find ourselves trying a hundred different things and sprinting in four different directions, presuming it is taking us to our goal. We felt it was important to look around and learn, to benchmark with the best in the business.  This could save us time and money, and ensure that we don’t have to make all mistakes ourselves.

With this in mind, I attended the Sports Fan Summit (http://www.sportsfansummit.com) held in Sydney, Australia in June 2015.  I am glad I did. The Summit was a fantastic opportunity to meet some of the best minds in the world as it relates to engaging sports fans.  I got the opportunity to share ideas with people who are constantly innovating.   We were able to develop a vision for the company based on gl…

Now, that's the way to redeem the family name!

Sports mimics life in many ways, and cricket, and even its newest and shortest T20 format, is no exception.



May 30, 2014, IPL Eliminator, CSK vs KXIP.

KXIP puts up a mammoth 226 thanks to Viru's exploits and CSK are kept alive by a Raina special. After the first 6 overs, it seems like CSK have it in the bag. But things go south in the middle, CSK lose and an unusually expressive MS Dhoni had this to say ... 'I think in the middle overs there was some very irresponsible cricket by some of the most experienced international cricketers' ... referring to David Hussey throwing his wicket away.




An year later ...

May 22, 2015, IPL Eliminator, CSK vs RCB.

RCB puts up just 139 but it is a tricky wicket, slow and low and definitely not an easy chase. CSK start cautiously after losing Smith early. Who else but Mr Cricket - Michael Hussey - to play anchor and take CSK close to the finish line. And draws handsome praise from MS Dhoni at the post match interview.





The game we love is not …

A real loss for Cricket lovers !

ICC Cricket world cup 2015 was a two month feast to all cricket loving fans leaving lots of beautiful memories behind. Brilliant performances by teams and players made the event even more thrilling.
Michael Clarke, Kumar Sangakkara, Mahela Jayewardene, Misbah-ul-Haq, Shahid Afridi, Brad Haddin, Kyle Mills and now, Daniel Vettori - The 2015 World Cup saw stalwarts draw curtains on their glowing one day international careers.
Cricket will go on but these players will certainly leave behind an indelible impression on the game.
Kumar Sangakkara
2015 World Cup edition draws the curtains on the illustrious career of Kumar Sangakkara, run-machine extraordinaire.He is acknowledged as one of the greatest players of the modern game. 
He has shared the number one ICC test batting rank with AB de Villiers of South Africa for a long period of time and is the second highest run scorer in ODI’s behind Sachin Tendulkar. He has won many awards and holds many records. His passion and commitment for the …

Speak now, or forever hold your peace

A typical response we get from sports teams is that they do not have any insightful information pertaining to fans.  In digging a little further, we realize  that sports teams are not asking their partners (social media,  merchandizing, ticketing, F&B, Corporate Sales, Sponsorship Sales,  Turnstile, etc) to provide any fan information to them.  All these  partners have the ability to collect fan information and are willing to  share it with the sports teams - if asked. (Partners realize this can only help their own business).


All teams don't necessarily know what information they need and what they will do with it. But that is ok. Our advice to teams is to just ask for whatever data the partners can provide and include this ask into thepartnership contacts that you draw up.This is a solid building block for your fan relationship platform.

Fan Data is Gold

In all our conversations with team owners of sports teams, we get the question - "why is it important for me to know more about fans?"
To us it is akin to a CPG company asking - why do I need to know who buys my shampoo? 

Our answer to this question is simply this.

You need to know more about your fans in order to - Better engage with them during season and during the off-season. Focus here is on build a loyal fan base.Sell more to them (tickets, merchandize, content, etc). Focus here is on monetizing fans better.Sell sponsorships more effectively (sponsors want to speak to fans, not to you). Focus here on monetizing fan data differently. There are lots of other reasons why you need to know more about your fans. But these 3 reasons should convince sports team owners and managers to look seriously at Fan Relationship Management

Anand Ramachandran
CEO, Fantain Sports

Fantain is a Sports Fan Relationship Management Company that helps Sports Companies increase revenues through bette…

Likes Not Equal to Fans

Many of you are finalizing your social media plans for IPL 2015.  At this time, I wanted to remind you that currently the organic reach of Facebook is 6%.  What is more, Facebook is informing brands to assume an organic reach of 0%.  What does this mean to you?  It means that if you are sitting on a Fan base of 6 Million fans (or 6 Million likes, if you may) and you want to target a specific fan - you need to send 16 posts on your facebook page before your fan is reached. What are the top 3 things you should do?1. Do not assume a reach rate of more than 5% and do not promise a reach rate of >5% to any of your sponsors.
2. Make your message compelling, so you get more likes and shares.  This improves reach.
3.  If you have the money, go for targeted inorganic reach of fans.
4.  Ask your sponsors to spend money on marketing campaigns through your social profile.

I know I said 3 things and have given you 4.  I am glad you noticed :-)

Big Data? Really?

This is a short post - I couldn't hold it back any longer.

Anyone you come across today - from the office elevator (I guess the old water-cooler analogy is dead) to the weekend party - that is remotely connected to technology or business, talks "big-data". I heard someone recently say 'yeah, we are into big-data analytics too', and these guys were running a small IT staffing shop.

I won't bore you with the text book definitions or tell you in detail what it is (though personally I like the quick snippet that comes up in Google search, source Wikipedia). What I want to tell you is this ... use that jargon only if you want to look like a complete dork if anyone remotely aware of the field is around.

Data & analytics has been around forever. Internet and more recently social graphs are producing vast amounts of data (a lot of which is useless, IMO), which lead to the term "big-data" - and it simply refers to data of size & model that tradition…

Fan Data Analytics: Key to drive sports company growth

Over the last several years, the buzz word in business and IT circles has been "big-data" and analytics. Many many articles and write-ups talk about them so I won't go into the details. You could get enough to last a lifetime with just the first few results of a Google search of these terms. But do you really know how it applies, specifically to a sports company?

For long, sports franchises have been one of the biggest users of analytics. Before this was a buzz word, coaches and managers have relied up numbers and finding patterns in them to drive on-field performance. Indeed, the major leagues of the world have relied on performance analytics for everything from scouting for talent to calling the action on the field of play.

But that never transcended to the off-field, more mundane but equally important task of managing the sports business. As more and more options come up vying for the fan's attention - live events, travel, other sports, TV, the Internet - the war…