The CW Network has teamed up with Shopsense AI to make its weekly broadcasts of ACC college football games shoppable. The partnership kicked off last weekend during the Virginia Tech vs. Syracuse game on Nov. 2, during which fans were able to shop game-day essentials and team merchandise directly from their mobile devices.
“By bringing shoppable TV to The CW’s ACC college football broadcasts, we’re merging the excitement of live sports with cutting-edge technology that enhances fan experiences and creates dynamic, engaging brand opportunities,” said Laura Lamattina, VP and Creative Director of Branded Entertainment at The CW Network in a statement.
The partnership will continue through the football season for ACC games, which air every Saturday on The CW as part of CW Football Saturday. The partners also said they plan to expand to other live sports, scripted series and unscripted programming across The CW Network in the future.
“Teaming with The CW to integrate real-time shopping into ACC football broadcasts is the first step in our ambitious programming partnership, giving fans the chance to support their teams in a whole new way, whether it’s purchasing fan merchandise, gear featured during the game or supplies to create a winning tailgating experience,” said Glenn Fishback, CEO and Co-founder of Shopsense AI in a statement. “We believe this initiative will deepen fan engagement and create new revenue opportunities for brands while delivering a seamless, interactive experience that taps into the spirit of college sports.”
Advertisement
The CW is far from the only television network trying to crack the shoppable TV nut. While Amazon has its own full-funnel ecosystem to facilitate TV-based purchases, Shopsense has become a critical partner for many media companies that don’t have in-house ecommerce capabilities. This year alone, Shopsense has partnered with Paramount, Tastemade and TelevisaUnivision for a range of new shoppable TV experiences, primarily tied to live programming such as awards shows and daytime talk shows.
