FanIQ and AFC Ann Arbor Partner to Drive Sales Using User Generated Content Across Paid Social
2/10/2025
New partnership empowers Michigan’s Sport Management Students to Drive Growth and Visibility using Paid Social Media.
Ann Arbor, MI – FanIQ, a leading fan engagement platform, is proud to announce an exciting partnership with AFC Ann Arbor, a USL League 2 and USL W League soccer team, and University of Michigan’s Sport Management students in the school’s sports business class. This collaboration will harness the power of user-generated content (UGC) to deliver cutting-edge paid social media campaigns across Instagram, TikTok, and Snapchat, with content created by the students themselves at AFC Ann Arbor games.
A Partnership that Drives Engagement
This initiative brings together the vibrant world of soccer, content marketing and technology and provides University of Michigan students with real-world paid social experience. FanIQ’s platform and workflow tools will drive execution, reporting, and use UGC-style content that will enable AFC Ann Arbor to leverage students as brand ambassadors to communicate the unique, local gameday experience.
Empowering Students Through Real-World Learning
“This partnership is an exciting opportunity for both the team and the students,” said Michal Lorec, the owner of Ann Arbor AFC, course instructor and former Google executive, who grew the company’s ticketing vertical for 20 years.
“We’re honored to be helping students learn about the new generation of paid social tools that will drive growth in the world of sports business. They also get work alongside one of the most experience ticket marketers in the world!” said Jesse Lawrence, FanIQ CEO and Co-Founder.
Fan-Driven Content Meets Paid Media Strategy
At the heart of this collaboration is the authenticity and relatability of User Generated Content (UGC). Students will attend AFC Ann Arbor home games to capture engaging moments on and off the field and in town. The content will be leveraged to drive performance-driven campaigns designed to connect with soccer enthusiasts and lifestyle-interested fans. The campaign will include any of the video-first social platforms that FanIQ connects with, including SnapChat, TikTok, Reddit, Facebook, Instagram, YouTube and Pinterest.
FanIQ’s Unified Reporting tool will allow students to monitor performance metrics, refine targeting strategies, and ensure maximum ROI for the campaigns.
Students with the top performing mix of content, platform, and audience get tickets to capture content at other metro Detroit and meet with team marketing executives.
About FanIQ
FanIQ is a cutting-edge sports technology platform that empowers teams and brands to connect with fans through advanced content development and insights through it’s unified reporting platform. With a focus on driving engagement and maximizing digital ROI, FanIQ is transforming the way live event promoters engage and sell to their audiences.
About AFC Ann Arbor
AFC Ann Arbor is a member of USL League Two (Men) and USL W League (Women) and is committed to fostering a love for the game and enriching the Ann Arbor community. Known for its passionate fan base and competitive spirit, AFC Ann Arbor continues to lead the way in community-focused soccer initiatives.
