AX Connect gives community sport and recreation providers a simple, secure way to connect approved brands with their highly relevant active audiences through digital and social campaigns.
Brands run better-performing campaigns, while sport & recreation providers unlock a new revenue stream that helps support participation and community programs.
AX Connect brings together community sport and recreation providers and approved brands in a secure, controlled network. Providers choose how their audiences are used, brands run more relevant digital campaigns, and a share of the value flows back into community participation.
Community sports gain access to new revenue (funding)
Brands get access to valuable audiences for better advertising
Brand marketing is increasingly data-driven, but community sport has remained fragmented, making it hard for brands to understand, reach and engage active audiences in meaningful ways.
At the same time, sport and recreation providers are not in a position to operate like digital media companies.
AX Connect makes this possible.
As the dedicated retail media network for community sport, AX Connect connects approved brands with millions of active participants in a secure, consent-based way.
It creates a clear digital pathway for brands to inspire, reward and support participation, while helping sport and recreation grow the active market together.
By being more joined up we grow the active market together.
Discover your target audience across sports, recreation, events and destinations.
Connect with highly relevant active audiences
You are 4-6 times more likely to change your consumer behaviour when advertising is linked to your real-world activity and interests.
AX Connect helps brands run more effective digital and social campaigns by connecting them with their highly relevant sport and recreation audiences.
Campaigns are delivered through familiar media channels, with relevance and timing that drive stronger engagement and measurable performance.
AX Connect makes these ‘active audiences’ more discoverable, and enables brands to run sponsored digital campaigns against these segmented target audiences (without the transfer of data to brands).
This means relevant brand partners can better align their paid campaigns across a range of social media platforms with the active ‘moments that matter’ of millions of participants and members.
Connect with sport and recreation audiences based on real-world participation, interests and demographics.
Run campaigns to reach active audiences where they are most engaged.
More timely, contextual messaging leads to higher engagement and clearer campaign outcomes.
AX Connect gives sport and recreation providers a secure, opt-in way to participate in digital media. Providers remain in full control of how audiences are used and which brands can engage, while unlocking a new revenue stream that can be reinvested into participation, programs and facilities.
AX Connect manages the audience activation, campaign delivery and reporting, removing the operational burden and allowing you to benefit without additional workload or complexity.
A percentage of media spend is charged as an audience-use fee, and paid back to the data owners.
This means new revenue is injected back into community sport and recreation, who can then further grow the active market.
The data owner stays in full control of which brands can engage with their audiences at all times.
A share of campaign value flows back to your sport or facility, creating a new revenue stream that can be reinvested to grow participation and reduce barriers to entry.
Member data is an existing asset. ActiveXchange provides an end-to-end media network solution (audience activation, campaign delivery and reporting), requiring no extra resourcing or spending.
Audiences are aggregated and de-identified at all times. No individual-level data is shared, sold or exposed, and data ownership always remains with the sport or provider. You decide if, when and how your audiences are used, and which brands are approved to engage.
Community sport has an incredible proposition. It has the audience and the loyal engagement. But because the datasets are so fragmented, its packaging is a massive barrier to entry for brands.
Andy Thwaite, ActiveXchange’s Head of Commercial & Brand Engagement explores how AX Connect is connecting membership, participation and location data into a single, privacy-safe ecosystem to give brands the reach and relevance they’ve been missing in the community sport sector.
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If you’re looking to leverage data for more informed decision-making or to better connect across your network, please get in touch with our team.
Sydney joins ActiveXchange with 7+ years of experience working in Aquatics Leadership and Recreation Planning (including for Strathcona County), bringing a wealth of frontline experience to our clients.
Sydney holds a BA in Sociology and Psychology and is an advocate for the importance of universal access to sports, recreation and leisure. Her background as a competitive dancer has instilled in her a passion for physical activity and its transformative powers. Using data driven decision making, Sydney helps clients achieve their goals.
