Changing the way fans interact with sports events

Sports clubs are creating more great digital content than ever, growing their online presence

with fans.

But how can we ensure we’re offering it to fans when they

want it most?

Event Wallet gives visitors to sporting events an easy way to discover, collect and share content from a club or sponsor – all they need is a smartphone or tablet

Discover Fans receive an alert on their phone to let them know content is available – they can then collect whichever pieces they want at the touch of a button.

Collect Once they’ve collected content, it’s all saved in one place, ready to interact with wherever and whenever it suits them.

ShareUsing the app, they can share content quickly and easily with other fans who might find it interesting – on social networks or via email and SMS.

Event Wallet offers a simpler way for sports fans to interact with your content

For fans A way to find and interact with exclusive content that is relevant to their day – adding to the experience of their visit.

For sponsors A chance to increase the value of their sponsorship, collect data and measure the effectiveness of the content they’re offering on the day.

For stadiumsAn opportunity to run retail promotions, offer food and beverage incentives, cross-promote fixtures, enhance or advertise corporate hospitality, and drive fan engagement.

What’s the point?

How could you use it?

Use Event Wallet to transform parts of the stadium into content zones where fans can find exclusive videos, offers or web links from sponsors. Content could be tailored to specific areas within the stadium (family stands, ‘hardcore’ fans or sponsor activation areas).

Create exclusive content zones

Event Wallet gives businesses and sponsors the opportunity to offer executive box visitors their own premium content. Anything from a free match day programme to a video message from the CEO or an invitation to an exclusive event.

Enhance the premium experience of a box

Use Event Wallet to intensify the stadium tour experience by offering relevant content at key parts of the tour. When walking onto the pitch, fans could collect a video of the best ever goals scored in the stadium, or they could go straight through to the club shop to buy the shirt they’re looking at in the changing rooms.

Make stadium tours even more special

Set up a digital treasure hunt with Event Wallet beacons in nearby areas – helping kids learn all about the club and hiding exclusive offers such as discounted tickets as incentives and prizes.

Create a treasure hunt

Place Event Wallet beacons at ticket barriers so fans can discover all the essential match day information as they enter. Offer a digital programme, club news, offers and links to buy tickets for upcoming matches and events.

Offer welcome content

How does it work?

How it works

1. Your target audiences (fans, attendees, sponsors) just need to download Event Wallet for free from the app store.

2. The app and beacons will be specifically branded in line with the club name or sporting occasion (including the name of the app).

3. The client creates a new event using the web platform and invites sponsors to activate their profiles, or can upload content (PDFs, videos, web links) themselves.

4. Once set up, order the number of beacons you want to use, activating the beacons and uploading specific content onto each one.

5. The system is simple and straightforward to manage, providing dashboard overviews of how, when and where content has been collected and shared.

6. Reporting tools offer data capture and interaction reports so you can see which content is resonating most with visitors – providing practical knowledge for future campaigns.

7. You can also download a full list of contacts, so it’s easy to stay in touch with visitors after events have finished.

What does it cost?

Cost is dependent on the complexity of set-up required, but a basic account set-up is approximately £7.5k, which includes all the tracking and reporting functions.

The license for the software is tiered and starts at £12k a year.

iBeacons are £100 each.

Content creation is not included within the Event Wallet service as standard, but this could be provided through Earnest for an additional fee.

Trial recommendations

We recommend trialling a specific campaign first to provide a live platform for the client to use the Event Wallet app.

Earnest is happy to provide technical support where necessary and attend specific event days if needed.

Once the functionality is understood and a wider number of fans/audiences are using the app, we recommend widening the potential areas that it can be used in.

Timings

Setting up the brand-specific Event Wallet account is a quick process, but it can take longer to create any bespoke functionality.

Once content is created, it can be loaded into the platform and uploaded onto beacons instantly.

We would recommend key members of staff familiarise themselves with the Event Wallet app for a week or so ahead of launch to test practicalities.

For a test campaign, we would allow 4 weeks from agreement to implementation, not including the generation of necessary content creative.

Next steps

Set up a demo version for client usage to understand the process behind loading content, fan interaction, reporting dashboards and functionality.

Agree scope of initial trial, costs and timeframes.

Set key objectives around fan downloads and commercials.

Address any back-end tracking, reporting and data questions.