Michelle Capasso, Partner & Chief Media Officer
Key Takeaways from the Brand Innovators Sports, Entertainment & Culture Summit
At the Brand Innovators Sports, Entertainment & Culture Summit in Boston, the focus was on the power of sports partnerships. One theme took center stage: in an era of fragmented attention, partnerships with dedicated sports franchises offer brands more than just borrowed equity, they offer a platform for authentic connection with fans.
As media leaders, we know live sports are one of the last strongholds of appointment viewing in traditional media, giving brands an incredible opportunity for real-time connection. An authentic connection with fans is the ultimate goal, regardless of scale.
A great example was MassMutual’s move to turn their logo into a functional pitch count for the in-stadium experience at Fenway Park. It’s a brilliant strategy that embodies the idea of approaching sports fans with authenticity and humility. Instead of demanding attention, the brand became a natural and additive part of the fan experience, creating a truly authentic connection.
At Connelly Partners, we believe emotion drives every transaction. Every brand, no matter the size, has the ability to build emotional equity. Whether you’re activating with a stadium takeover, with an influencer activation or across digital touchpoints, the goal is the same: to build brand equity by sparking the emotions that truly move people.
Because at the end of the day, it’s not about borrowing someone else’s thunder.
It’s about creating a spark of your own.
