At InCrowd, we understand that continuing to serve programmatic, non-targeted advertising will not add value in terms of increasing revenue or engagement with fans. We identify your most valuable inventory as branded and targeted content. We have the expertise to help you maximise the commercial potential of your digital channels and digital assets, unlocking new revenue for existing partners whilst attracting new sponsors with elevated sponsorship propositions.
In regards to InCrowd inventory services, digital assets are the non-physical items that exist in a digital format and are owned or controlled by an individual or organisation, across owned channels, social media and off-channel activation. These include digital media (e.g., images, videos, music, documents), intellectual property (IP), and other intangible digital content that can offer monetary value.
Digital asset packaging refers to the way digital assets are bundled or organized for sale, distribution, or licensing. In regards to InCrowd Inventory Services, we can help package digital assets and deliver branded content as a core part of commercial propositions rather than added extras to the more traditional sports sponsorships (eg. front of shirt or sleeve, pitchside LED, hospitality, logo badging etc).
Branded content is a form of marketing where we create and distribute planned content (such as videos, articles, podcasts, or social media posts) that is aligned with the values, branding, products, or services of a commercial partner and designed to engage the audience in a way that feels authentic and valuable rather than directly promotional. In regards to InCrowd Inventory Services, this branded content can be offered to third party sponsorship partners.
Traditional advertising often focuses on direct promotion of products or services through explicit messaging (e.g., TV ads, banner ads). Branded content, on the other hand, focuses on providing value or entertainment to the audience, subtly integrating the brand message within the content without overt sales pitches. Branded content helps build brand awareness, foster emotional connections with consumers, and create trust. It allows brands to engage with their audience in a non-disruptive way, providing valuable, entertaining, or informative content while subtly promoting the brand. This approach can lead to stronger customer loyalty and long-term relationships.
To deliver cohesive sponsorship programs, our managed content and managed marketing teams work closely with the inventory team by aligning their efforts, streamlining communication, and leveraging their respective expertise. The teams will align on sponsors goals and strategy, coordinate content and comms with available inventory to create integrated packages and cohesively manage logistics and deliverables.
