Sports commerce and collectiblesFrom fandom to the checkout.
Fans buy when their team gives them a reason. Fanatics' campaigns were timed and targeted around exactly that.
- Objective
- Discovery, purchase and repeat value
- Audience
- Team, league, product, geography
- Channels
- Programmatic, connected TV, partners
- Measured on
- Completed commerce events
The brief
Interest into purchases.
Fanatics wanted to convert sports interest into product discovery, purchase and repeat customer value.
Who we were reaching
Mapped by team and league.
Fans were mapped by team, league, product interest, geography and purchase context, so the right shirt reached the right supporter.
How the media ran
Creative on the sporting calendar.
Programmatic reach, connected television and performance partners carried creative aligned to sports moments and products.
What we measured
One view of the sale.
Conversion reporting, attribution, media quality and optimisation decisions were unified around completed commerce events.
The opportunity is timing campaigns to sports calendars and releases, then scaling the audiences that produce verified sales.
Fans don't need persuading. They need the right moment.
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