Drive Sponsorships and Revenue with NCAA Fan Engagement Strategies

As fan engagement technology evolves, the majority of sports fans expect their game-day experiences to become more interactive, easier to access, and more immersive than it is today.

These evolving fan expectations demand a more unified and personalized approach to fan engagement. This means that sports leagues, teams, organizations, and media companies should shift their focus to building robust technology suites and sophisticated data management systems to seamlessly integrate various digital elements—social media, live streaming, augmented reality, and more.

For NCAA teams, this presents a golden opportunity: increased fan engagement can be used as a form of currency to attract lucrative sponsorships and create new revenue opportunities. The key to success lies in collaboration—bringing together the puzzle pieces to create a seamless and engaging experience for fans, while simultaneously providing valuable exposure and ROI for sponsors.

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In this blog, we’ll cover:

• How advancements in technology have changed the way sports fans consume media and interact with sports brands.

• Fan engagement tools and techniques NCAA teams can use to drive sponsorship opportunities and produce more revenue.

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What is Digital Fan Engagement?

Digital fan engagement is a term used to describe the use of online platforms and digital tools to build stronger relationships between sports teams and their fans. It usually looks like using social media, interactive game-day experiences, apps, and other digital fan engagement platforms to create real-time, two-way interactions. This could be through live chats, personalized content, virtual events, or even fun activities like polls and quizzes. The goal is to make the fan experience more engaging, boost fan loyalty, and create an engaged community where fans feel connected to the brand. Sports teams can also use this engagement to create new opportunities for sponsorships and new revenue streams.

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How do NCAA Fans Engage With Sports Media Today?

Now that most people are plugged in to smartphones, social media, and streaming services, the sports fan engagement ecosystem has seen some pretty significant changes.

In fact, SportsPro Media reports:

• 71% of sports fans say live sports events are their favorite type of sports content. But when it comes to the younger generations including Gen Z and Millennials, that number drops to just 58%.
• More than 90% of Gen Z fans use social media to watch game clips, highlights, live events, and athlete interviews.
• Around 80% of Gen Z fans follow a professional athlete on social media, which prompts them to watch and attend sporting events, follow sports brands, and buy their merchandise.
• Around 70% of Gen Z and Millennial fans show interest in consuming sports content via virtual reality. On top of that, 59% of Gen Z and 65% of Millennial fans said they would pay to watch a game in VR if they could choose which seat in the venue’s perspective they could watch it from.
• And many Gen Z fans prefer their viewing experiences to be communal, either in person or through digital co-viewing options​.

The sports industry is full of fans who are looking for more than just traditional broadcasts—they’re looking for immersive experiences that allow them to connect with their favorite teams and players in real-time. And lucky for you, investing in the fan experience not only improves their impression of your sports organization, but it also creates added revenue streams by opening the doors for lucrative partnerships and sponsorships. Let’s take a closer look at how that works.

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Better Fan Engagement Drives Sponsorship Opportunities for NCAA Teams

Digital fan engagement creates a unique space where fans are actively consuming and interacting with content, and this active participation is incredibly attractive to sponsors. By having an established, engaged fan base, NCAA teams provide brands with a ready-made audience that is both passionate and attentive.

Sports marketing strategies geared toward these pre-existing audiences allow brands to associate their products or services with the emotions and excitement that fans feel during games and toward their favorite players.

When fans are engaged and emotionally invested, they’re also more likely to notice, remember, and respond to sponsor messages. As a result, digital fan engagement not only enhances the fan experience but also creates valuable sponsorship opportunities, turning fan enthusiasm into a powerful monetization opportunity for NCAA teams.

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How Can NCAA Teams Use Digital Platforms to Improve the Sports Experience and Drive These Sponsorships?

NCAA teams have a unique opportunity to connect with their largely college-aged fan base through innovative digital platforms. By using creative fan engagement strategies, teams can improve the game-day experience, keep fans engaged year-round, and create attractive sponsorship opportunities. Here’s how NCAA teams can do this effectively:

Gamification and Interactive Experiences

Fans today crave more than just watching a game—they want to be part of the action. NCAA teams can use digital platforms to create immersive experiences that draw fans in. Whether it’s through synchronized light shows using fans’ mobile phones or interactive games that fans can play during breaks, these experiences can draw the attention of audiences and create memorable moments. Sponsors can align their brands with these engaging experiences, gaining visibility and creating positive associations with the excitement of game day.

Social Media and Real-Time Interaction

Social media is a powerful tool for engaging fans, especially for a college-aged audience that is always connected. NCAA teams can use platforms like Instagram, TikTok, and X to share behind-the-scenes content, live updates, and exclusive insights. Digital fan engagement platforms like PostUP from CUE are also great ways to encourage fans to share their own game-day experiences!

PostUP allows teams to collect and display user-generated content in real-time. Fans can upload photos simply by scanning a QR code, and those images can then be shared across video boards, websites, and social platforms, making fan participation easier than ever. This flexibility helps NCAA teams engage fans pre, during, and post-event, while sponsors can tap into this excitement by supporting branded content and activations.

Exclusive Digital Content and Rewards

Providing exclusive content including player interviews, behind-the-scenes footage, or virtual meet-and-greets can make fans feel valued and closer to the team. Also, by offering rewards through loyalty programs—like discounts on merchandise or early access to tickets—teams can keep fans engaged and incentivize more people to actively participate. Sponsors can partner with teams to offer these exclusive perks to drive fan engagement while promoting their brand in a way that feels rewarding and organic to fans.

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Examples of NCAA Fan Engagement Success

Let’s take a look at some case studies to see how NCAA teams have successfully implemented fan engagement strategies to earn highly coveted sponsorships.

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Southern Miss: "Pets of the Week" and Fan Photos with PostUP

Southern Miss successfully boosted sponsorship revenue by utilizing PostUP, a digital platform from CUE that allows teams to engage fans in real time through user-generated content. By integrating multiple sponsorship opportunities under a single license, Southern Miss maximized their ability to connect with fans while offering valuable exposure for sponsors.

One particularly successful campaign was the "Pets of the Week" contest, run in partnership with Davis Veterinary Hospital. Fans were encouraged to submit pictures of their pets via an easy-to-use QR code for a chance to be featured on the stadium's video board. The winner received a discount prize, which, on top of people loving to show off their furry friends, further incentivized people to participate.

This activation not only increased fan engagement but also created valuable branding moments for Davis Veterinary Hospital. Southern Miss also partnered with Raising Cane’s during these events, to collect and display attendee pictures on video boards during games using the same PostUP technology. The combination of an easy-to-use platform and a highly engaging concept made Southern Miss an attractive partner for future sponsorships.

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Kansas State: Karaoke Cam

K State's Karaoke Cam, powered by CUE and sponsored by Sports Clips, is another great example of how interactive fan experiences can drive engagement and sponsorship opportunities. The Karaoke Cam allowed fans to choose halftime songs and with over 1,000 fans participating per game, this activation kept the crowd energized and involved throughout the event.

The strong engagement rate provided Sports Clips with excellent brand exposure and fans left the game with memorable, interactive experiences, which further drove home the value of the sponsorship and made K State a target for high-value sponsorships in the future.

Notre Dame: Coca-Cola Trivia Game

At Notre Dame’s Blue-Gold game, Coca-Cola sponsored an interactive trivia game through CUE’s digital activation, Trivia Mania. Fans who participated submitted their contact information for a free offer, creating a fun and interactive fan experience that was also a valuable data capture tool for sponsors.

With over 1,000 participants sharing their details, Notre Dame succeeded in creating a meaningful connection between fans and Coca-Cola, while also gathering data that Coca-Cola could use for future marketing efforts. This strategic use of trivia and sponsored giveaways improved the fan experience while providing a tangible return on investment for the sponsor.

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‍Continue to Adapt to Changing Fan Expectations With CUE

Digital fan engagement is at the heart of what we do at CUE. We focus on using audio and visual cues, synchronized light shows, mobile interactions, and more to bring fans closer to the action and make them feel like a part of the event. Our goal is to create active participants out of passive spectators, enhancing their experience and building lasting connections between fans and their favorite teams, artists, or brands. With CUE, digital fan engagement is all about creating moments that fans will remember long after the event is over. Interested in partnering with us? Learn more about our fan engagement products today!