Technology’s role in sports sponsorship continues to evolve beyond traditional branding opportunities as it becomes increasingly embedded in how leagues, teams and partners operate, engage fans and create business value.
That theme emerged during two sessions at SBJ’s Brand Innovation Summit in Chicago on Tuesday, where executives from AWS, USAA and 160over90 detailed how technology is reshaping sponsorship strategy and fan engagement.
For AWS, the shift represents a broader transformation in sports partnerships. AWS Head of Integrated Sports Marketing Shelby Williams told SBJ’s Ethan Joyce that technology companies are no longer interested in simple logo placements. Instead, she said sponsors want to become operational partners that help leagues improve in areas such as performance, efficiency and fan experience.
Williams pointed to AWS’ partnership with the NFL as a prime example. When the relationship began in 2017, AWS’ focus centered on RFID tracking technology embedded in NFL players’ shoulder pads and helmets. This powered the league’s Next Gen Stats platform through real-time data collection and cloud computing.
But she noted that nearly a decade later, the partnership has expanded far beyond tracking data.
Today, AWS’ work with the NFL spans across areas such as AI-powered analytics, player health and safety initiatives and support for major league events such as the NFL Draft and NFL Combine. Williams described the partnership as a “full funnel” relationship that now impacts business operations, media, analytics and fan engagement.
AWS’ partnership with the NFL serves as a microcosm for a larger trend across sports, where sponsorships are starting to function as long-term innovation partnerships. Williams emphasized that successful relationships in this sphere require collaboration between marketing, technology, analytics and league leadership teams to jointly develop future products and fan experiences.
The growing prominence of AI in the sports industry is accelerating that shift, but Williams cautioned that technology itself should not become the story.
“AI isn’t the story,” she said. “The story is the impact.”
Tech’s role in Army-Navy game
That focus on impact was highlighted during the next discussion, featuring SBJ’s Irving Mejia-Hilario with USAA Head of Brand Marketing Jen Escobar and agency partner 160over90 EVP/co-Head Justin Zambuto, which emphasized how technology is helping modernize the Army-Navy game while preserving one of college football’s most celebrated traditions.
For USAA, technology has become an important tool for extending engagement beyond game day. The company is employing technology, through social media campaigns, creator partnerships and interactive fan activations, to introduce the event to younger audiences while maintaining its connection to the military community.
One example: Rendezvous Point, a multiday fan experience around the game. The activation incorporates technology like gamification, digital engagement tracking and data collection tools that help measure attendee behavior and direct future programming decisions.
Executives said technology allows USAA to understand which experiences generate the most engagement, how long fans interact with activations and how those interactions ultimately contribute to business outcomes.
Both discussions highlighted that technology is no longer simply supporting sports sponsorships — it is increasingly defining them. Sponsors are becoming deeper collaborators in shaping how leagues operate and how fans experience sports.
