3 Ways To Market Premium Without ‘Selling’ It

👋 Welcome back to Sponcon Sports, a weekly newsletter dedicated to sponsored content strategy in the sports industry!

Fans need a reason to act. These Major League Soccer clubs gave them one.

The Colorado Rapids surprised one lucky app user with a shopping spree from the Headwaters Capsule Collection. The twist? Fans had to act fast. A geotargeted push notification told them to find the team outside the Altitude Authentics store to win.

Importantly, the Rapids didn’t just show the surprise—they included a clear call to action:

“Make sure you’ve got the app and location-enabled notifications turned on so you’re ready for the next surprise.”

That last line is key. Teasing future rewards gives fans a reason to take action now.

Atlanta United used a similar approach. Their goal: reward fans who fly the club’s flag at home. A video showed the team delivering a gift card to one fan who did just that. And again, the copy made it clear—this won’t be the last time they do something like this.

My mind went straight to the MrBeast playbook. He’s been known to offer large cash prizes to incentivize subscriptions. You don’t need to hand out money to get more followers, email subscribers, or app downloads—but you should consistently show followers what they gain by investing more in your content ecosystem. Plus, the bigger the audience, the more viable it becomes for sponsorship revenue.

In Today’s Edition:

• Show, Don’t Sell ♣️

• Vikings’ Dream Content Name 💤

• MrBeast vs Aaron Judge 🎈

🏊️ DEEP DIVE
Stop Selling Premium. Start Showing It.

Want to sell more premium seats or club access through social?

Stop trying to sell in your posts.

Just because your followers know about your club or branded space doesn’t mean they’re ready to buy. That awareness doesn’t automatically carry over to your brand partner’s space—or translate into action.

The key? Don’t skip the funnel. You need to recapture fans’ attention—this time by helping them discover a new way to experience the game and understand why it’s worth their time and money.

And yeah, you might be getting pressure to sell tickets or drive foot traffic now. But by taking a step back in the funnel, you’ll actually move faster on the backend.

How? Because high-performing organic content is perfect for paid. You’ll already have proof that it grabs attention—and that makes it a strong candidate to convert as an ad.

So how do you create social-first content that gets fans excited about your branded spaces?

These are the 3 strategies I keep coming back to—and they consistently move the needle.

Creator Video Review

With more fans using social for search, your content should act like a native guide to your premium experience. Answer the questions they’re already asking:

• How much does it cost?

• What do I get for the price?

• What do the seats look like?

• What’s the food like?

But here’s the thing: it can’t just be you saying it. You need third-party credibility and proven, repeatable content formats). That’s where creators come in.

One of my favorites is @thepaddedseat, who’s done over 300 hospitality reviews—all in a clear, 60-second format that shows exactly what your ticket gets you. Similarly, @jacksdiningroom’s review of the Las Vegas Raiders’ $12M Owner’s Suite Experience is always top of mind for me.

Pro Tip: When working with creators, ask for extra footage (video and photo) for use on your website, app, or paid media. Bundling content like this into a creator package adds serious value—and can save you a ton on separate photo/video shoots.

Courtside Cam

Worried a straight-up review might feel inauthentic? Show the fun instead.

Take a page from Bleacher Report: mic up athletes, influencers, or celebs while they enjoy the game from your branded space. Let the content speak for itself.

The Buffalo Sabres nailed this with Buffalo Bills RB Ray Davis. They mic’d him up at KeyBank Center, snapped a great photo, and then used it in an email campaign promoting a sweepstakes to win glass seats.

Bonus: If you include usage rights in the partnership, you can repurpose that content for promos, sweepstakes, and paid media. Total win.

Reaction Cam

Want something similar to Courtside Cam, but lighter on cost and logistics? Set up a static camera to capture real fan reactions from the branded space.

The Australian Open pulled this off with Asahi Beverages using a clever split-screen. On one side: the match. On the other: fans cheering in the Peroni Capri Beach Club.

It was a simple, effective way to showcase the vibe—and get fans thinking, “I want to be there.”

The Takeaway

You’re not just selling a seat—you’re selling a better game day. So when you create content for your premium spaces, make sure it speaks to the fan experience, not just the features. Tap into curiosity, show what it feels like to be there, and let your content do the convincing.

Start with organic that earns attention—and you’ll have the foundation to retarget, repurpose, and ultimately drive real sales.

🔍️ SPONCONSPIRATION
Steal These Ideas

[Social Value: $8,319] The Minnesota Vikings and Sleep Number nailed the perfect content series name for a brand in the sleep category.

[Social Value: $4,831] The player lie detector concept isn’t new—but few brand integrations are as smooth as the New York Knicks teaming up with Oura Ring. The product fits the content, and the content fits the brand.

[Social Value: $7,903,339] MrBeast vs. Aaron Judge in baseball tic tac toe is a short-form grand slam. But beyond the idea itself, pay attention to the structure:
MrBeast grabs your attention, the T-Mobile message is delivered as the competition continues, and then the game wraps up. That’s how to weave in a call to action without losing the viewer.

[Social Value: $11,079] I’ve seen puppies at media day. I’ve seen them during player arrivals. But practice? That’s new. The North Carolina Courage brought dogs to the field to promote their “Pups at the Pitch” match—an adorable, high-impact idea that stood out.

[Social Value: $15,712] Check out how many brands got in on Chase Meidroth’s call-up to the Chicago White Sox:

• United Airlines: earned media as the rookie flew to Chicago

• Blue Moon: featured in the call-up hype reel and welcome to the show graphic

• Miller Lite: highlighted in his “first hit” milestone graphic

• Rate: part of the postgame stat graphic and when he was given a “first-game certificate” like fans get in the stadium

A great example of turning one moment into multi-brand storytelling. 

*Social value is defined as the full equivalent media value of this social post based on applicable impressions, video views, and engagements.

🚨 ICYMI
What To Watch For

Must Watch: If you do one thing this week, make it watching Colin and Samir’s convo with Paddy Galloway—the YouTube strategist behind the Red Bull and Philadelphia Eagles channels. Packed with insights.

Sponcon Strategy Chat: I joined Joe Favorito and Tom Richardson on the CUSP Show to talk sponsored content strategy, building real fan connections, and how platforms like YouTube open doors for long-form storytelling.

Scannable Baseballs: The Atlantic League is testing QR-coded baseballs to boost fan engagement and unlock new sponsorship revenue streams [via Tyler Webb, Sports Business Journal].

Peace Amidst Pressure: Cool to see the NBA dropping exclusive video series inside their app, like Peace Amidst Pressure presented by Rhone.

Courtside Content: The Atlanta Hawks just launched the NBA’s first formal, team-led creator collective—which also doubles as new sponsorship inventory [via Alexander Lee, Digiday].

Derby Dish: The Kentucky Derby teamed up with food creator Joshua Weissman to whip up an at-home menu for fans.

AI Meets Augusta: Mark Shannon breaks down how The Masters-IBM partnership keeps pushing innovation in the mobile app—this year, with AI [via The Sports Stack].

Your Game, Your Way: Shripal Shah explains how AI agents are making sports broadcasts feel like they were made just for you—serving up custom highlights, stats, and even live feeds based on your preferences, and it’s already happening [via John WallStreet].