Everton Football Club has joined forces with Partnerbrite in a Premier League first.
Partnerbrite is a digital sponsorship activation platform that will be used to provide Everton sponsors with “self-serve fan targeted digital campaigns.”
“We are bringing sponsorship into the real world of marketing. Brands have been asking for this for a while, but up until now directly accessing fan data in a meaningful and relevant way has been difficult. Partnerbrite’s solution gives access to communicate with fans in real time,” explained Marcus Treacy co-founder of Partnerbrite.
The tech delivers content and advertising across Facebook, Instagram, YouTube, TikTok, programmatic display and video as well as Everton owned channels to specific bespoke club audience segments.
It will enable brands to react in real-time to events and engage with fans and will also be available for concerts and other events at its new stadium.
Partnerbrite is a partner of Elevate Sport Ventures, which is supporting the club with the delivery of its commercial strategy for the new ground.
“Brands are placing a greater and ever-increasing emphasis on digital as part of their performance marketing,” explained Mark Rollings, Director of Partnerships at Everton.
“By optimising access to digital rights that are performance driven, we can provide our partners with highly tailored measurable campaigns, differentiating ourselves from the more traditional partnership offerings.
“Our understanding of fans and stadium visitors is driven by data. We understand what is most important to them and how best to reach them. By using this data alongside Partnerbrite’s technology we can provide our partners with a meaningful way to shape content that engages our audience with relevance. This significantly optimises partnerships by bringing an element of performance marketing into it.”
