Emotion Media has entered into a new a partnership with True North Sports + Entertainment and expanded an existing deal with IC Group LP as part of an ongoing growth strategy for its flagship Fannex mobile entertainment product.

Fannex interactively engages with and entertains fans via smartphones as a part of an event production experience. The system can be integrated with a team app to access interactive games and other features.

Serving as a multimedia engagement tool, Emotion said Fannex empowers game day producers to “entertain and connect” with thousands of fans, which in turn it said will allow them to adopt and loyally engage with brands showcased by the event.

Emotion will now work with True North Sports + Entertainment and IC Group LP to explore new opportunities for Fannex and expand its reach across the North American market. NHL ice hockey franchises the Calgary Flames and Winnipeg Jets are among the sports teams already using Fannex.

John Olfert, chief operating officer of True North Sports + Entertainment, which owns the Jets and the team’s Bell MTS Place home, said: “True North’s investment in Fannex is prompted by a common purpose to enhance the fan experience, offering venues another tool to add to live entertainment, and provide additional inventory for sponsors to engage passionate fans of teams and performers.”

Marc Caron, chief information officer of IC Group LP, which specialises in digital reward, loyalty, promotion and social auto response bot solutions, added: “With its proven track record and an established leadership group, we’re thrilled with True North’s partnership with Fannex.

“We’ve already seen encouraging demand for the Fannex solution and envisage a big future ahead. Having an investor as driven and dedicated to the fan experience as True North will play a big role in realising the goals we have for Fannex.”

Kemal Leslie, president and founder at Emotion Media, also said: “Companies that invest in sports and entertainment sponsorship and advertising opportunities are demanding more return on their investments.

“Fannex is customisable to the venue’s sponsorship objectives with simple execution that’s easy to use for the fans and the venue’s producers. The feedback and data collected is immediate, accessible and enormously valuable to sponsors.”

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