Three Steps to Harness Fan Crossover in Music and Sport

Joe Calomeni Photo of Football Team Running onto Field NFL

For arenas, the boundaries between entertainment industries blur as crossover moments between music and sports become increasingly common. 


As Taylor Swift and Travis Kelce’s romance has highlighted, the symbiosis between her fan base and the NFL fanbase and the intersection between these two powerful domains offers a trove of opportunities for cross-promotion that shouldn’t be missed.


Woman holding child watching concert in arena - Caleb Oquendo

1. Know Your Audience

Data is the currency of modern marketing. It offers a tangible way to know and predict audience preferences, behaviors, and trends. Arenas can harness the power of data capture to gain a comprehensive understanding of their audience, allowing them to tailor their cross-promotional efforts effectively. 


In order to do this, data capture is key. Using gamification, competitions and quizzes are ways to engage interested audiences, gather usable data and offer some value to the audience in return, in the form of prizes, special offers or pre-sale access. 


By analysing demographic data, behavioural patterns and purchases, arenas can identify avenues for effectively cross promoting events in previously untapped ways.

2. Categorize by Behavior (Not Tastes)

One-size-fits-all marketing approaches are no longer effective. Instead, arenas can create targeted contact categories based on previous spend and behavior, allowing them to deliver personalized marketing messages that speak directly to individual preferences. 

A key point in this with regards to family events is identifying audiences who attend both hockey games and children’s performance on ice shows. Consider this audience type when promoting either event and leverage the upsell opportunity between both.

By segmenting audiences according to factors such as past attendance, merchandise purchases, and online interactions, arenas can tailor cross-promotional efforts to maximize engagement and conversions.

  • For instance, fans who have previously purchased tickets to both sporting events and music concerts may receive targeted promotions for cross-promotional initiatives that combine the best of both worlds. 

  • Moreover, fans who have shown a preference for specific music genres or artists may receive personalized offers for cross-promotional events featuring those artists.

3. Target Marketing in Hyper-Personalized Way to Maximise Conversions

Hyper-personalization is the key to unlocking the full potential of cross-promotion in music and sport. Advanced analytics and AI algorithms can help arenas to deliver targeted marketing messages that resonate with individual fan behaviours. 


From personalised email campaigns to targeted social media ads, hyper-personalised marketing allows arenas to maximise conversions and drive engagement with cross-promotional initiatives. 

  • For example, arenas can use data-driven insights to create hyper-personalised offers and promotions that are tailored to the unique behaviours of individual fans. By delivering the right message to the right audience at the right time, arenas can increase the effectiveness of their cross-promotional efforts and drive tangible results.

By strategically aligning their promotional efforts with the shared interests of diverse fanbases, arenas can create memorable experiences that resonate with fans on a deeper level. 


With the right combination of creativity, data analytics, and targeted marketing strategies, arenas can unlock the full potential of cross-promotion in music and sport, ultimately driving engagement, loyalty, and revenue growth.