Activations by brands and sports clubs centred around fans are taking the US and UK by storm, but 2015 also promises to be an exciting year of further innovation down in the Southern Hemisphere. Fans young and old across Australia and New Zealand are now enjoying the experience of being able to engage with games on on a second screen and in turn fan loyalty is being rewarded with extra incentives such as seat upgrades, prizes and digital media activations. Based on the progress of 2014, there are certainly lessons to be learned from sports such as Australian football.
Sports brands are constantly developing means of gaining new insights into their consumers and rapidly being embraced within the industry is wearable technology, a market forecast to be valued at $19billion by 2018. Within this a whole 61% of devices are sport and fitness trackers, products aimed at monitoring personal achievements and improving performance. The aim for any brand is to understand their fan base in order to target them better and the personal data collected from wearable tech can greatly assist brands in doing this.