Wiland Blog

In today’s fast-moving world of sports marketing, reaching the right audience at the right time can make all the difference. While syndicated, off-the-shelf audience segments might seem like an easy solution, they often lack the precision needed to truly connect with fans and consumers. That’s where custom digital audiences come in. By focusing on real consumer behavior and preferences, custom audiences provide a more innovative, more effective way to engage the people most likely to buy tickets, purchase merchandise, or interact with a brand’s sponsorship activations.

Let’s examine why custom audiences are the smarter choice for marketers looking to make an impact in the sports and entertainment space.

Custom Audiences: Why They Work Better

1. Get in Front of the Right People—Fast

There’s a misconception that custom audiences take forever to build. The truth is, this varies greatly. Sometimes, they can be ready to go in as little as 24 to 48 hours. That means marketers can quickly adjust their strategies, test new approaches, and stay agile in an ever-changing landscape. Whether it’s a last-minute push to fill seats for a game or a brand activation tied to a major sporting event, the ability to deploy highly relevant audiences in real time is a huge advantage. Think of it as getting VIP access to your ideal customers—without waiting in line.

2. Target People Based on What They Do

Syndicated audiences often take a one-size-fits-all approach, grouping consumers into broad segments based on generic interests. The problem? Not all sports fans engage with brands in the same way. Some watch every game religiously but never attend in person, while others buy season tickets but rarely interact online. Custom audiences enable marketers to reach consumers with greater specificity by refining audience selection based on key behaviors like purchasing patterns, brand affinity, and digital engagement—ensuring campaigns target the right individuals with precision rather than broad generalizations. That means fewer wasted impressions and better engagement. Because let’s be honest, targeting someone based on a single “like” is about as reliable as drafting a player just because they made one great play in a pickup game.

3. Boost Ticket Sales and Fan Engagement

The goal for sports teams, leagues, and venues is simple: get fans in the seats and keep them coming back. Custom audiences make that possible by reaching potential ticket buyers based on past behavior. Whether someone has attended similar events, purchased from a team store, or engaged with a sponsor’s brand, custom audiences help ensure marketing efforts are directed at people most likely to act. No more guessing—just targeted outreach that works.

4. Make Sponsorship Dollars Work Smarter

Sponsorships are a considerable investment, and brands must ensure they’re getting value from them. Rather than relying on generic audience segments that lump all sports fans together, custom audiences allow brands to target the right consumers for their sponsorship activations. Whether in-stadium advertising, digital campaigns, or exclusive promotions, brands can ensure their messages reach engaged consumers who are more likely to respond.

5. Higher ROI, Less Wasted Spend

One of the biggest downsides of syndicated audiences is that they cast too wide a net. That means brands often pay to reach people with little to no interest in their product or event. Custom audiences solve this problem by honing in on high-intent consumers already interested in a specific category or brand. The result? Higher response rates, better conversion rates, and a more effective use of marketing dollars. Less “spray and pray,” more “precision and pay.”

A Smarter, More Personalized Approach to Marketing

Unlike one-size-fits-all syndicated segments, custom audience development uses real data to build highly relevant, tailored marketing campaigns. By tapping into multiple data sources—including first-party data, spending habits, social engagement, brand affinity, and regional preferences—marketers can create personalized experiences that truly resonate with their target audience.

And the best part? These audiences can be activated across various channels, from social media and programmatic advertising to email campaigns and direct mail. That means brands and organizations can reach their ideal audience wherever they are, ensuring every marketing dollar is put to good use.

Custom Audiences Make a Difference—Here’s How to Use Them

For brands and organizations in the sports and entertainment space, there are endless ways to leverage custom digital audiences:

• Drive Ticket Sales: Identify and target potential buyers based on past event attendance, purchasing behavior, and engagement with similar content.
• Enhance Sponsorship Activations: Connect with high-intent consumers who are more likely to interact with a sponsor’s brand online and at live events.
• Boost Merchandise Sales: Reach fans who have already shown an interest in sports-related purchases, making them more likely to buy jerseys, hats, and other gear.
• Increase Fan Engagement at Sporting Events: Whether filling stadium seats, driving viewership, or boosting in-game activations, custom audiences help ensure that sports marketing efforts reach the most engaged fans at the right time.

Custom audiences make every campaign more effective and impactful by identifying those most likely to attend games, purchase team merchandise, or interact with sponsorship activations.

Final Thoughts

In a world where attention spans are short and competition for consumers’ time and money is fierce, sports marketers need every advantage they can get. Custom audiences provide a better way to reach the right people—quickly, efficiently, and in a way that feels relevant and personal.

Consider the power of custom audience targeting rather than relying on broad syndicated segments. It’s a smarter approach that delivers better results, stronger engagement, and a marketing strategy that works. Because in marketing, as in sports, it’s all about playing smarter—not harder.