There’s no better case study in fan engagement than live sporting events. Take it from sports merchandise giant Fanatics, which tapped Komo Technologies to measure its level of fan engagement as part of a new partnership that’s set to debut at the first-ever Fanatics Fest in New York City this summer.

Komo Tech, which has hubs in New York and Australia, is set to capitalize on the Fanatics Fest’s positioning at the nexus of sports fandom and culture by infusing the event with the immersive gamification, polls, user-generated content (UGC) and badge-earning opportunities—among other features—that it’s known for. 

“These features are designed to captivate attendees and amplify their fandom,” said Joel Steel, co-founder and CEO of Komo Technologies, adding that each experience is “completely customizable and brandable.”

Though Steel couldn’t divulge which exact Komo experiences would make their debut at the Fanatics Fest, taking over Big Apple’s iconic Javits Center Aug. 16-18, he alluded to real-time leaderboards designed to inspire a competitive edge, enhanced Q&A features for live panels and a plethora of interactive elements.

“These are the perfect way for brand partners to connect and engage with the audience at a deeper level than ever before,” Steel said, noting that Komo’s platform will be able to track sales during and after the event, plus pre-event anticipation and post-event engagement such as e-commerce transactions, digital coupon functionalities and lead capture tools.

A self-proclaimed Fanatics fan himself, Steel said that working with Fanatics was a goal of his since the inception of Komo in 2014, though at the time it was a Quiz App to help nonprofits raise funds and awareness for their cause. 

“I’ve always admired Fanatics, their CEO Michael Rubin and the communities they bring together in sports and entertainment,” Steel explained. “I continued to reach out to the folks at Fanatics and eventually got in touch with the right people. I then had the opportunity to demo the power of the Komo platform, and the rest is history.

Steel noted that Fanatics Events immediately recognized the platform’s value to a three-day fan experience like the Fanatics Fest. The inaugural event is coming shortly after the creation of Fanatics’ live and special events arm, Fanatics Events, was created in July 2023. Kicking off with a bang, the fest is set to boast appearances from Derek Jeter, Tom Brady, Kevin Durant, the Manning brothers and Hulk Hogan—just to name a few—plus breaks to trade cards live, brand activations, main stage programming and a superstore with exclusive merchandise.

However, “a common misconception among event planners is the belief that high engagement during an event, such as impressive attendance numbers or active social media participation, directly translates into immediate financial ROI,” Steel said.

“This narrow focus often overlooks the broader, long-term benefits and deeper value that comprehensive engagement can bring to both the event and its sponsors,” he added.

Though short-term metrics like the number of attendees or social media activity are important, Steel said, they’re not indicators of an event’s true impact or ability to generate future sales and high customer retention rates. 

“True ROI extends beyond these immediate figures to encompass long-term gains such as enhanced brand awareness, stronger customer relationships, and increased loyalty,” Steel said. “For a comprehensive understanding of ROI, it's crucial to connect event outcomes with strategic objectives like lead generation, brand positioning, merch sales and market expansion. This holistic approach ensures that the event's financial impact is fully realized and accurately measured.”

Lead photo: Joel Steel, Co-founder and CEO of Komo Tech (left), and Lance Fensterman, CEO of Fanatics Events (right)

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