Whether it is race-used helmets and fire suits, personally signed star player shirts or the match ball, championship celebratory tee-shirts or just a new cap for the new season – consumers are living in a live landscape and fans want their sports merchandise and memorabilia immediately.
Giving them what they want, when they want is a bona fide sports marketing and sponsorship activation trend: stand out recent campaigns range from the Fanatics/Uber/LA Rams merchandise partnership, to Australia’s NRL in-game ‘Instabilia‘ auction and NASCAR fans live tweeting for race memorabilia ‘Hashtag 500‘.
