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A Discussion with Brizi's Director of Sports Partnerships and Strategy, Evan Pancer

A Discussion with Brizi's Director of Sports Partnerships and Strategy, Evan Pancer

5 minute read

  • Brizi provides sports properties with robotic in-arena camerasthat can be controlled by fans via their smartphone to capture and share personal photos.
  • Sponsors looking to move beyond signage and create an experience with the fan have been active in working with BriziCam creating sponsored messaging on BriziCam pictures.
  • From studying their users at different events, Brizi has uncovered demographic-based purchase preferences data as well as seat-specific user level data on the attendees in the arena.

As part of our Industry Spotlight feature, MKTG sits down with sponsorship professionals from all sides of the business to hear their stories and insights on emerging trends and best practices. This week, MKTG spoke with Evan Pancer, Director of Sports Partnerships and Strategy at Brizi.

Brizi provides sports and entertainment properties with in-arena cameras that can be controlled by spectators via their smartphone. By entering a specific seat location, the camera will instantly find the fan and their phone will display the live stream of themselves, allowing them to capture pictures which can be easily shared through social media. Brizi offers venues and properties a scalable asset for sponsors to utilize as BriziCam offers the ability to overlay creative brand filters. Brizi has been implemented at multiple high-profile events such as the Australian Open, US Open, and the NBA Playoffs.

Brizi has capitalized off an increased desire for fans to share their experience in unique ways with their social network. For every attendee in the arena, BriziCam content ends up reaching 21 people, so at a 30,000 person arena, every night the media value generated is upwards of $60,000 per game. Their product allows for easy sponsor integration providing a valuable asset for properties. MKTG speaks to Brizi about both the opportunities and challenges they face with Brizi.


The following interview has been edited for clarity


MKTG

What trends are you seeing in the sport and entertainment marketplace that validates the value proposition of Brizi?

Brizi

At sporting events, fans are paying less attention to static in-arena signage. When the play stops, people are reaching for their phones. We noticed this and wanted to extend the in-seat experience and be present where fans are naturally going. Through BriziCam, fans can continue the experience and share that experience online. This also gives brands an opportunity to move beyond signage and be active where the fans are already present.

MKTG

One of the interesting things about your product is that fans control content. Does Brizi deploy moderation efforts or have you heard any concerns from brands on the idea that their brand may be inserted into a moment they can't script or control? Or is that simply part of the appeal for most sponsors?

Brizi

Firstly, we find that an overwhelming majority of the time fans are doing it to create awesome memories. But obviously there will be some people that look to use it not how we intended. In those rare scenarios, we do have a back end tech that is able to identify suspicious activity and monitor those screens, you can block users when appropriate which erases any content they’ve shared previously. However, we see fans gravitate towards BriziCam because of its fan-produced aspect. As people look to platforms that embrace spontaneity such as Snapchat and at BriziCam, we find that people will use our product positively and creatively.  

MKTG

How do you plan to evolve the product in a way that it is still fresh and exciting so that sponsors and properties renew in a multi-year fashion?

Brizi

With software being a large component of our product, we are able to constantly provide updates. We are always working to add new features such as A/R (augmented reality) and we find there are limitless opportunities to grow, even beyond the multimedia aspect of it. It is very similar to the way Snapchat has evolved beyond just a photo messaging service to now include filters and other new features. The biggest thing is that when you have fans engaged and captive, you can continue to add and offer new things to the experience. We are very excited about the next engagement features we are adding to BriziCam.  

MKTG

With the rise of short shareable videos through social channels like Snapchat and Instagram are there any plans to introduce a video function?

Brizi

This can be tricky not because of video sharing technology, but the venue’s network capabilities. There are thousands of people on-site who will be using the venue’s network. This is fine to handle uploading of pictures, but when it comes to video this can cause a strain. Wherever networks support it, we definitely offer video as an option.

MKTG

Your product has transcended one particular industry/sponsor category with clients across airline, watch, auto, and banking. Are there certain categories that you feel Brizi particularly appeals to strategically?

Brizi

We find our product to be universal and we do not look to target one specific category. We find that the brands that we work with tend to be more sophisticated and are interested in assets beyond signage. They are generally more active in digital and in-stadium experiences. They know the importance of fan engagement and look to create an experience that the fan is able to share. In that sense, a wide variety of brands from multiple industries can find a benefit with BriziCam.

MKTG

Is there a particular demographic group you have recognized as having a greater propensity to share your social content and engage with the Brizi installations?

Brizi

On the surface, it would be common to think that BriziCam would appeal to a younger more millennial demographic, and while that is true, we find that different events will have different demographics as the most active users. For example, at the Australian Open the most active age group using BriziCam was 35-44, even more so than the 18-34 demographic. 19% of our users were over the age of 45, which says that photos are universally treasured by all ages, it’s just about the form factor. We also saw more females use the technology at the Australian Open but more males use it at the US Open. Every sport is different, which makes marketers love the broad appeal of BriziCam.

MKTG

Brizi has already been very active in a number of different countries. Are there future markets or opportunities where you are looking to expand?

Brizi

We have recently opened a new office in Boston which has been going very well for us. When we were in Australia for the Australian Open we knocked on a lot of doors and found that the sport culture in Australia was really receptive to our product and we are scoping out having an office located overseas as well. Obviously, Europe provides a large opportunity with the amount of sports and entertainment options. We would also love to continue to pursue Canadian opportunities as well. The Ottawa RedBlacks were an early user of our product and we think there are still plenty of opportunity for our product in Canada.


For information on Brizi, you can visit their website at http://www.brizicam.com/ or follow them at https://twitter.com/brizi or https://www.facebook.com/brizi

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