Sporting events aren’t only about the game. As the US Open approaches, die-hard tennis fans and casual viewers prepare to enjoy the big names and buzzy moments. It’s an event that captures the attention of millions each year. But as the tournament unfolds over two weeks, the attention of viewers is constantly changing.
Fans switch between devices and channels, and deal with the highs and lows of each match. Fan engagement can be as unpredictable as a five-set tiebreak. A shocking upset or even a rain delay can shift people’s focus in an instant.
In such a dynamic environment, brands don’t need to outspend – they need to outsmart. Through real-time, personalized engagement delivered through relevant channels, brands can create meaningful moments that resonate long after the tournament ends.
The Power of the Moment
The US Open is packed with unpredictable, high-energy moments – think about the roller coaster that was Carlos Alcaraz’s stunning comeback vs. Jannik Sinner back at the Roland Garros. For brands, these moments aren’t just background noise or a way to tap into a viral post. They’re real-time opportunities to connect with fans while emotions are running high.
For example, a clothing brand can spotlight the gear worn by a breakout player just as the hype spreads online. Or a hydration drink company might share a push notification during a long match, saying how they’re behind the endurance and recovery being displayed by their sponsored athlete.
These moments may seem small, but when brands act fast and tailor outreach based on customer behavior, they create experiences that feel relevant and exciting. Having too many touchpoints or flooding customers with messages doesn’t work. Brands need to meet fans in the moment, highlighting something they care about.
Second Screens and Winning Fans Where They Watch
Today’s fans rarely watch a sporting event with only one screen, even when attending in person. As the big match plays in front of them or on the TV, phones are usually within arms’ reach. Whether for texting, posting, checking stats, or shopping for a pair of sneakers seen at the game, that second screen is where the marketing opportunities lie.
SMS, push notifications, and app messages are direct, immediate, and personal; but often underused. Instead of competing for attention through ad buys, marketers can deliver timely, relevant, and direct messages to the consumer. For example, with location-based segmentation, marketers can target fans based on their proximity to the event, delivering timely updates and messages that can enhance their onsite experience. When done right, these can feel like helpful reminders rather than a sales pitch. Well-timed notifications about the right product do more to build a connection than an expensive, 30-second commercial. Brands must be present in the moments that matter.
Breaking Through the Noise with Smarter Messaging
During major events like the US Open, fans are bombarded with content (match updates, promotional emails, app alerts). The challenge for brands goes beyond creating visibility and instead being welcomed by fans. In high-noise environments, marketers must bring real value.
One of the biggest mistakes brands make is treating all fans the same. Just as some fans might check out after their March Madness brackets are busted, US Open viewers might lose interest after their favorite player exits the tournament. Brands then must respond not just to what someone did (e.g., clicking a promo or opening an app) but to why they did it. Were they interested in one player? Were they browsing for gear? Are they looking for hydration and recovery tips?
Brands must combine real-time data with a deeper understanding of customer intent. By understanding which players fans engage with most, whether they’ve purchased tickets to the match, if they’re using the mobile app, or even if they’ve searched for one of the top players’ gear can help marketers tailor outreach based on the customer’s journey, meeting them right where they’re at. Personalized messaging not only avoids brand fatigue but creates relevance that cuts through the noise to keep fans engaged, even if Coco Gauff gets knocked out early.
Turning Moments into Lasting Loyalty
Sporting events are major cultural moments – the US Open, the World Cup, or the NBA Finals can create powerful emotional connections that brands can’t afford to miss. With the right message delivered through the right channel, brands can turn a casual fan into a loyal customer.
Personalized and data-driven marketing is the winning strategy that keeps audiences engaged, even when a match stretches to the very last point. It’s these nail-biting moments that give brands the opportunity to turn fleeting attention into long-lasting loyalty. During these major cultural events, every interaction counts.