A new survey from Genesco Sports Enterprises, the sports marketing agency, found 76 percent of sports fans are interested in homegating, or tailgating at their homes, as games return to empty stadiums and arenas.
The survey comes as major sports leagues including MLS, MLB, NBA, NHL, and NFL will resume play over the next two months.
The survey also found digital and social technology will be key to reaching fans at home. The survey shows a high interest in virtual reality viewing (74 percent), second screen content (66 percent) and live social media integration in the broadcast (64 percent).
When fans do return to venues, there are opportunities for teams and brands to help ease that transition and create a sense of safety and cleanliness – e.g., sanitation stations (92 percent interest), functional giveaway items like masks and hand sanitizer (90 percent interest) and reusable seat covers (89 percent interest).
“As we’re now more home-oriented, homegating will be on the rise, leading to more chips, soda and beer being sold,” said John Tatum, CEO, Genesco Sports Enterprises. “In my 30 plus year career in sports, I’ve never seen a greater opportunity for brands to directly engage with fans where they live.”
Photo courtesy National Day archives