When will sponsors tap into the power of social networking as part of their sports sponsorship strategy? Think about it. People at sporting events are already emotionally engaged and pre-disposed to interact (ever sit between a Sox and Yanks fan?). Although teams are slowly rolling out stand-alone sites (Cavs, Trailblazers), activity in this area has been slow to mature and disjointed. Corporate brands that pay millions for access to rabidly loyal consumers have yet to figure out a strategy to recycle and extend this expensive affiliation through social networking. What's the answer? Start by drawing 2 circles, one for your selfish brand desires (it’s OK) and the other representing the true attributes of how fans engage with their home team and express their passion. What's the relevant overlap? Somewhere in this shared space is the place to start thinking about a social networking strategy. Remember, overt plays are dangerous in this space…much better if consumers discover you and are surprised. Welcome to the community!
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