Marketing is a Team Sport | AMA Event Recap
The American Marketing Association’s Atlanta Chapter hosted a riveting event featuring a conversation between marketing leaders from Atlanta’s major sports leagues and moderated by Setup CEO + Founder, Joe Koufman.
The following panelists included:
Melissa M. Proctor - CMO and EVP of Atlanta Hawks and State Farm Arena
Morgan Shaw Parker - President and Chief Operating Officer of Atlanta Dream WNBA
Adam Zimmerman - Senior Vice President, Marketing and Content of Atlanta Braves
Ryan Mucatel - SVP of Marketing Communications of AMB Sports and Entertainment
This conversation was especially interesting because it was the third one in the last few years, the first two taking place during peak COVID times.
The following 5 lessons were key takeaways in 2021:
Learn from your team, consumers, competitors, and other industries.
Celebrate the wins to motivate the team.
Invest in your people.
Connect with the community.
Creativity is currency.
Read the blog “The Sports Marketing Playbook Post-2020” here.
Watch the conversation from 2021 on the right.
Many of the lessons remained the same. Since sports is a people-oriented activity, Sports Marketing has always and should always focus on the consumer and their experience.
3 Takeaways from 2023’s conversation:
Takeaway #1 | Data is your friend.
Data has changed the game…literally. Now marketers know their consumers better than ever before. Understanding these behaviors and preferences can lead to different souvenirs, stadium programming, music, mascots - you name it. Zimmerman stated that “Data gives you something you didn’t know you wanted,” and used the example that if Henry Ford asked customers what they wanted, they would ask for faster horses, yet Ford was thinking bigger. Data helps inform us about what we need.
Technology also changes the user experience. Proctor shared that their expectations have changed because the user experience is more customized and personalized compared to before. There is an instant connection between the consumer and the team.
Parker stated that understanding how to utilize data can also help marketers make their case. Data can back up marketing strategies and marketing campaigns, thus informing decision making.
Takeaway #2 | Connection is key.
Just like any entertainment experience, there is so much outside of the marketer’s control. Sports marketers can’t control the game outcome and the player’s behavior, but they can control the fan experience. Getting in tune with what the fan prefers is of utmost importance because, without the fan, they don’t have a game. Zimmerman stated, “Sports is a limbic business,” meaning it is full of emotions, feelings, and connections. “Connection makes you feel like family,” he stated.
Connecting with the audience makes them want to root for and support you. Proctor is a fan of being “culturally curious” and understanding the audience so the brand can relate to and support their community. Since Parker’s team is named by and for the community, she takes this to heart in everything she does.
Mucatel suggested that the best way to understand the audience is to sit in the stands with them and observe their behavior. Ask them questions, and get to know them.
Another method to understanding and connecting with the community is using their content for marketing. “There is no better sales piece than user generated content and word of mouth,” stated Parker. By utilizing their content, you are sharing what the people care about and amplifying what resonates with them, all the while putting your brand on the map. If some companies are weary about user generated content, there is still a way to capture the fan experience in a more controlled fashion. The Braves do this by using their mascot Blooper’s instagram to display the “fan experience” by highlighting what fans care about in the stands.
Takeaway #3 | Real Estate + Retail make bank.
The Braves owning Truist Park, the Falcons taking place at Mercedes Benz, and the Hawks in State Farm Arena have tapped into a whole new arena of opportunity. The panelists all spoke to the benefits of not only making more money because of the sheer amount of businesses in these venues and number of events happening daily, but because of the amplified fan experience. Fans are able to celebrate in a campus that is suited to them. The companies program differently for fans when they have real estate, and it helps build their fanbase. Zimmerman stated that having Truist Park generated revenue that led to the funding that produced a championship win.
He shared that the best way to make money in sports is through “Media, merch, tickets, and sponsorship.”
The best part about these lessons is that they are applicable to all marketers and all companies. Using data to inform your strategy, touching base with your consumer’s preferences, and leaning into other revenue streams all help grow and expand your business and fan base.
The marketing world is always changing, but the core principles of great leadership stay the same. To help you navigate this evolving landscape, we’ve gathered insights from some of the top CMOs in the business from our featured 2024 CMO Spotlight interviews. These ten lessons are just as relevant now as they’ll be in 2025, offering practical advice on leading with impact and staying adaptable in a fast-moving marketplace.