Fanatics Events Partners With Komo Tech to Boost and Redefine Attendee Engagement
May 24, 2024
There’s no better case study in fan engagement than live sporting events. Take it from sports merchandise giant Fanatics, which tapped Komo Technologies to measure its level of fan engagement as part of a new partnership that’s set to debut at the first-ever Fanatics Fest in New York City this summer.
Komo Tech, which has hubs in New York and Australia, is set to capitalize on the Fanatics Fest’s positioning at the nexus of sports fandom and culture by infusing the event with the immersive gamification, polls, user-generated content (UGC) and badge-earning opportunities—among other features—that it’s known for.
“These features are designed to captivate attendees and amplify their fandom,” said Joel Steel, co-founder and CEO of Komo Technologies, adding that each experience is “completely customizable and brandable.”
Though Steel couldn’t divulge which exact Komo experiences would make their debut at the Fanatics Fest, taking over Big Apple’s iconic Javits Center Aug. 16-18, he alluded to real-time leaderboards designed to inspire a competitive edge, enhanced Q&A features for live panels and a plethora of interactive elements.
“These are the perfect way for brand partners to connect and engage with the audience at a deeper level than ever before,” Steel said, noting that Komo’s platform will be able to track sales during and after the event, plus pre-event anticipation and post-event engagement such as e-commerce transactions, digital coupon functionalities and lead capture tools.
A self-proclaimed Fanatics fan himself, Steel said that working with Fanatics was a goal of his since the inception of Komo in 2014, though at the time it was a Quiz App to help nonprofits raise funds and awareness for their cause.
“I’ve always admired Fanatics, their CEO Michael Rubin and the communities they bring together in sports and entertainment,” Steel explained. “I continued to reach out to the folks at Fanatics and eventually got in touch with the right people. I then had the opportunity to demo the power of the Komo platform, and the rest is history.
Steel noted that Fanatics Events immediately recognized the platform’s value to a three-day fan experience like the Fanatics Fest. The inaugural event is coming shortly after the creation of Fanatics’ live and special events arm, Fanatics Events, was created in July 2023. Kicking off with a bang, the fest is set to boast appearances from Derek Jeter, Tom Brady, Kevin Durant, the Manning brothers and Hulk Hogan—just to name a few—plus breaks to trade cards live, brand activations, main stage programming and a superstore with exclusive merchandise.
However, “a common misconception among event planners is the belief that high engagement during an event, such as impressive attendance numbers or active social media participation, directly translates into immediate financial ROI,” Steel said.
“This narrow focus often overlooks the broader, long-term benefits and deeper value that comprehensive engagement can bring to both the event and its sponsors,” he added.
Though short-term metrics like the number of attendees or social media activity are important, Steel said, they’re not indicators of an event’s true impact or ability to generate future sales and high customer retention rates.
“True ROI extends beyond these immediate figures to encompass long-term gains such as enhanced brand awareness, stronger customer relationships, and increased loyalty,” Steel said. “For a comprehensive understanding of ROI, it's crucial to connect event outcomes with strategic objectives like lead generation, brand positioning, merch sales and market expansion. This holistic approach ensures that the event's financial impact is fully realized and accurately measured.”
Lead photo: Joel Steel, Co-founder and CEO of Komo Tech (left), and Lance Fensterman, CEO of Fanatics Events (right)
Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE, listen to our latest podcast HERE and engage with us on LinkedIn!
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
Add new comment