In a 2013 Forbes article, Mark Stewart, former executive director of the Tailgating Industry Association, estimated that fans spend as much as $20 billion on tailgating for football and $35 billion on auto racing annually. Adding in baseball, hockey, soccer and outdoor concerts, you’ve got a lot of opportunities for tailgating and cheering. This provides end-buyers with myriad ways to advertise their brands, and a wealth of different products for distributors to provide them.
To learn more about the ways distributors can sell new and original products that end-users will keep, we spoke to Julia Pinzler, marketing manager, and Shaun Hood, vice president of marketing for WOWLine, Jericho, N.Y.; and Brock Taylor, director of content marketing for BamBams, Woodbridge, Va.
Show Your Colors
Fans want to show their teams’ colors both before the game and during the action. Taylor said that there are two types of products fans seek. The first enhance cheering experiences. “This type of product gives you a reason to stand up and make some noise when your team does something good on the field or court,” he said. “Our BamBams noisemakers are the prime example.”
Hood said that face paint, a new addition to WOWLine’s product line, has also been a hit. “We have a three-pack of red, white and blue face paint that is easy to go on and washes right off, as well as individual face paint markers in blue, red, orange and white,” he said. “They’re great for supporting your team.”
Fill the Stands
Watching a stadium full of fans all waving a rally towel or donning the same T-shirt adds to the whole experience. Think of the vuvuzela horns from the 2010 World Cup, where it sounded like the stadium was full of bees.
Hood described specific promotions that unite the crowd with cheering items. “One item that is more for nighttime events, but we sell them for use in arenas, (like hockey games and basketball games,) is foam light sticks,” he said, “They’re about 19″ long, and we do a wrap on them, and they light up in either an individual color or multicolor. They look fantastic in indoor events and at night when everyone is waving these foam sticks.”
Keep It for the Postseason
Even after the game is over, fans will want to keep their items to use in the future. Taylor said that the second type of product fans like are the items that create a memory (hopefully of a win), and they can use it in the future.
Hood said that for fans to want to keep a promotional item they receive at a game or event, the item has to be useful, enjoyable and desirable. “I think the [items] that are going to last longer are the ones that are fun to use,” Hood said. He added that pom-poms and cowbells can be used at other events, such as cycling races or runs. He mentioned car flags and banners as items that can work in the stadium, parking lot or at home. “Sports are filled with memories, and products that you can take home and hang up somewhere in your house or office are highly sought after,” he added. “Our line of flags really captures this well.”
Sunglasses are a prime example of items that can be given out at a tailgating or sports event, but will be used for much more than the game. Pinzler described how many items aren’t constrained to particular sport seasons. “The seasonality of items goes along with sports, but then you also have your picnic and outdoor items that work all year round,” she said. “And [our sunglasses] are UV 400, so they protect you.”
Taylor added that scarves have become a year-round stadium item, as fans use them as more than just outerwear. “Stadium scarves are used by all sports fans, and although initially thought of as a winter product, we’ve found they are used year-round because of their versatility,” Taylor said. “You can hold it high above your head when your team scores, wear it around your neck with pride, or hang it over your car or chair while tailgating.”
Think Like a Fan
In order to give fans something that creates that unyielding stadium energy, whether they’re in the stands, parking lot or the bar next door, Taylor said that distributors should think about what fans want (other than a win, obviously). “Understanding how fans think is important,” he said. “Fans are passionate people, so they want something that will help them make a statement in the stands. They are also prideful, so giving them a product they can display during a tailgate is critical.”
