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Author's profile photo Stephen Sparrow

Connecting Sports Teams and Retailers

If you are a retailer attending NRF’s Annual Conference this January, and also claim to be a sports fan (or even fanatic), smile!


Execs from the NFL, NHL, NBA, WTA, and Germany’s World Cup team will be on stage on Sunday morning.

Why mix Sports with Retailers?

  • Sports teams have direct and indirect competition
    • How do I make you a fan of the 49ers – over the Oakland Raiders, over the San Jose Sharks, over the SF Giants?  <Retail – you know who your
      direct competitors are – both physical and on-line
    • How do I keep your engagement with the 49ers front of mind, when sirens from cable, satellite, and just the internet itself are constantly calling out to you. < Retail – now that the customer controls the buying journey – there are hundreds of ways your customer can get distracted and miss your marketing message >
  • If you don’t embrace advances  in technology, your competition will
    • If you can adjust the aerodynamics on a race car during a race, give in-the-moment coaching to your players – with real time insights- and you can do it faster and better than the competition, you have an advantage. < Retail – margins erode and  customer service fails at each out of stock, staffing over/under, and assortment error >

Where Sports Meets Retail

At NRF,  execs from across sports fandom will be asked to share how they are leveraging technology (and yes! Big Data) to improve the fan
experience, drive loyalty, and find operational efficiencies that give them an edge on the competition.

Retailers – what sporting is doing sounds a lot like clienteling, loyalty marketing, market segmentation, audience discovery, supply chain execution,  merchandising, etc.  These sports entities are delivering fan and operational solutions in MONTHS, not years, and are embracing (or at least are accepting and leveraging) technology – whether it is theirs, or something the fan brings with them.

Bring your iPad or note pad, and get ready to be inspired on ways to drive your customers to be “fans of YOUR brand”.

Note that this keynote is open to qualified retailers with a full conference pass. Contact NRF or your SAP account exec if you need more information. 

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