Live sporting events create an environment where fans want to have fun and engage with the experience — they're surrounded by thousands of people, focused on the game, and not in the headspace to provide sensitive personal information like Social Security numbers or complete lengthy registration forms. This is why sponsor activations requiring intricate sign-up processes (like financial services or casino partners) often see lower conversion rates during live events. The solution is twofold: first, consider running these activations in an on-demand mode through your team app or website, where fans can engage from the privacy of their home at their own pace. Second, ensure the reward for completing the sign-up is compelling — a $20 incentive may not move the needle, but a $100 match, free tickets, or an exclusive experience can significantly improve conversion. CUE can help structure activations that drive awareness at live events while capturing conversions through follow-up digital campaigns.
