Sensory Marketing: A New Dimension of the Fan Experience

July 22, 2024

When we talk about sensory marketing, we are discussing an innovative frontier.

Indeed, it is the most suitable choice for sports teams that wish to enhance their fans’ experience and increase engagement with the brand.

Thanks to the decisive use of the five senses, it is possible to create an immersive event, capable of leaving a lasting impression in the hearts and minds of supporters.

Sight: Creating a Visual Spectacle

The sense most instinctively connected to sport is sight.

For this reason, teams such as Real Madrid and Manchester United invest millions in designing state-of-the-art stadiums, equipped with large screens and spectacular lighting.

The goal is to perfect the visibility and visual impact of the matches.

Attention to graphic details, from the players’ uniforms to animations on the screens, contributes to creating an electrifying atmosphere capable of capturing the audience’s attention.

Sound: The Value of Sound in the Sporting Experience

Sound also plays a crucial role in enhancing the intensity of the sporting experience.

Teams like the NFL’s Seattle Seahawks are known for their 12th Man: the cheering is so deafening and incessant that it can actually influence the course of the game.

In addition, companies use music, anthems, and sound announcements to amplify the emotion and relationship with the fans.

Smell: Scents that Evoke Memories and Emotions

Smell is a powerful sense, closely linked to memory.

The New York Yankees, for example, have exploited this connection by featuring characteristic scents at Yankee Stadium, such as freshly cut grass and traditional foods.

In doing so, the club has strengthened the sensations experienced during the matches, as well as establishing an emotional and long-lasting relationship with its fans.

Taste: The Flavour of the Sporting and Marketing Experience

Taste is another essential aspect, with stadiums always ready to offer a wide range of food and drinks to satisfy every palate.

For example, the Chicago Cubs have revolutionized the gastronomic offer in their spaces, introducing gourmet options and local dishes that reflect the city’s culture.

This attention to culinary details makes match day more enjoyable and extends the time and money fans spend at the stadium.

Touch: The Importance of Physical Contact

Finally, touch represents perhaps the most neglected sense.

In the NBA, the Golden State Warriors have introduced tactile experiences through the distribution of gadgets and interactive merchandise, including t-shirts with special textures and basketballs to touch and feel.

In this way, the company has made the impressions of the fans more tangible and memorable.

A Sensory Journey in Sports Marketing

Sensory marketing offers sports companies a variety of remarkable tools to optimize fan engagement and increase interest in the brand.

As we have seen, the strategic use of the five senses is fundamental to create all-encompassing experiences, essential to leave an indelible mark and build a deep connection with the audience.

Together with innovation and creativity, the future of sports marketing is undoubtedly becoming increasingly sensory.

If you’d like a free consultation to discover what kind of sponsorship might suit you, contact us. We’re waiting for you!