How do the world’s biggest sports, teams and advertisers engage fans? What sort of content and campaigns truly resonate? And what are the secrets to monetizing the world’s most in-demand audience?
The Fan Engagement Podcast brings you in-depth conversations with the smartest minds in sport.
Our host, award-winning journalist Megan Cain, quizzes senior leaders from brands, rights holders, betting companies, broadcasters and more to bring you actionable insights on fan engagement.
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How do the world’s biggest sports, teams and advertisers engage fans? What sort of content and campaigns truly resonate? And what are the secrets to monetizing the world’s most in-demand audience?
The Fan Engagement Podcast brings you in-depth conversations with the smartest minds in sport.
Our host, award-winning journalist Megan Cain, quizzes senior leaders from brands, rights holders, betting companies, broadcasters and more to bring you actionable insights on fan engagement.
#6 Ryan Cooney, Hennessy – Unlocking the power of fandom as a sports sponsor
The Fan Engagement Podcast
17 minutes 18 seconds
2 years ago
#6 Ryan Cooney, Hennessy – Unlocking the power of fandom as a sports sponsor
Ryan Cooney is Director of Digital & Media at Hennessy, one of the world’s largest alcohol brands and an official partner of the NBA, WNBA and 13 NBA teams.
Hennessy, part of the Moët Hennessy group, also sponsors the multiple-time world champion boxer Canelo Álvarez.
But why does Hennessy enjoy so much success engaging sports audiences? How do Ryan and his team unlock the power of fandom in their marketing? And what value does the brand get from its major sponsorship investment?
In episode six of The Fan Engagement Podcast, you’ll learn:
00:03 Introduction to Ryan and Hennessy
01:47 Why the passion of sports makes sports fans unique
3:08 How boxing creates powerful moments to connect with fans
4:10 Why Hennessy sponsors the NBA and 13 NBA teams
9:06 The differences between team and league-level sponsorships
10:32 How to engage fans on digital and measure campaign effectiveness
14:10 Why authentic storytelling is the key to brand awareness and relevance
15:47 What KPIs Hennessey uses to measure sponsorship value
The Fan Engagement Podcast
How do the world’s biggest sports, teams and advertisers engage fans? What sort of content and campaigns truly resonate? And what are the secrets to monetizing the world’s most in-demand audience?
The Fan Engagement Podcast brings you in-depth conversations with the smartest minds in sport.
Our host, award-winning journalist Megan Cain, quizzes senior leaders from brands, rights holders, betting companies, broadcasters and more to bring you actionable insights on fan engagement.
