The Rams are launching a business marketing and thought leadership platform under the brand Rams IQ, which they hope better connects sponsors with each other for networking, leads and new ideas. If it matures, officials say, Rams IQ can become a series of events and an asset to sell to sponsors, one that exists separately from the traditional assets connected to the football team.
Thursday marks the brand’s launch after a test run during Super Bowl week, with the team’s traditional offseason partner summit now being called the “IQ Summit presented by the Los Angeles Rams.”
The idea, said Athena Chen, senior director/commercial marketing and experiences, is to do less of the usual work at such meetings — where the Rams talk to sponsors about their business — and promote more cross-pollination between the Rams’ roster of more than 100 sponsors.
“The big focus for us is that we want to curate a really special content and programming roster,” said Chen. “We’re looking at a mix of speakers with subject matter expertise and who can provide tools to partners.”
Some speakers Thursday and Friday include Albert Lai, global director/telco, media and technology for Google Cloud; Chris Detert, chief communications officer for Influential, an influencer marketing agency; and Zillow VP/Brand, Product and Integrating marketing Beverly Jackson. The event is taking place at the Academy Museum of Motion Pictures.
“We’re trying to think about the audience and the key decision-makers we’re engaging with, and bringing them together,” Chen said. “That’s our top priority, along with being able to program this day in a way to facilitate their engagement with each other.”
The Rams recognize this is not a new concept, but they think it’s time for a more concerted approach. Chen says there’s been a notable increase in demand for B2B programming from brands, who frequently ask to attend Rams events alongside other sponsors.
“They have a desire to engage with those businesses and individuals, because they recognize what that could mean for their businesses to get in the same room as them,” Chen said. “This is a very coordinated, cohesive and thoughtful way to respond to the ask.”
