27 Apr The Sports Marketing Definition: Its Impact on Sports Brands
You know the feeling you get when you watch your sports team play? Mixed emotions before the game, the heartbreak when your team loses, and pure happiness when your team wins the game? To some, watching sports is a form of entertainment, while for others, it’s a way of life.
With so many sporting events right now for millions of people to enjoy, sports marketing is one of the most important pillars for these events. Sports marketing is a powerful tool that many brands have leveraged over the years to go viral. Best of all, it works across virtually every industry.
Why does it have such power? What is the sports marketing definition? In short, it comes from the fans, but there’s a bit more to it than the popularity of sports.
So what exactly is sports marketing?
To simply put it, there are two types of sports marketing: Marketing sports as a product and marketing through the promotion of sports. There are many ways people consume sports, hence, sports marketing can take on many forms.
Marketing sports is a product that involves organizations planning, executing, and advertising sporting events. On the other hand, marketing through sports is making use of sports to sell one’s products or services.
We have seen Coca-Cola use this form of marketing through many different campaigns. And of course, how can we forget Procter and Gamble’s “Thank you, Mom!” campaign during the Olympics.
Why Does Sports Marketing Matter?
The sporting industry wouldn’t be as successful as it is now without marketing. Amidst all the camaraderie, great games, and iconic players, the sporting industry is still a business. Teams and clubs are able to pull off thrilling matches through ticket sales and sponsorships. Sports clubs are still here because of the loyalty of their fans. But now that things have changed, sports marketing has never mattered more than it is today. The competition is fiercer than ever. And players who want to get ahead should know the importance of sports marketing to the success of the industry.
Loyalty is sky high with sports fans
Loyal customers are six times more likely to think better of your companies, are six times more likely to behave better toward your companies, are six times more likely to buy more of your products, are six times more likely to rebuff competitive offers, and are six times more likely to recommend your brand.
The loyalty fans have for their team and for their favorite athletes. If you have a favorite sport, club, team, or professional sports athletes, you’ve no doubt experienced this connection first-hand. When you see someone wearing a jersey that represents your people, whoever they may be, there’s a connection. A kinship.
This type of loyalty doesn’t exist in many industries. It’s unlikely you’ve ever seen someone sipping on tea and struck up a conversation, “Say, that’s my favorite brand too. I really like the undertones in this season’s collection,” yet that happens all the time amongst sports enthusiasts.
Sports Brands can leverage this loyalty through athlete influencers
Not surprisingly, loyalty trickles over into things associated with a fan’s favorite club, team, or athlete, and of course, ticket sales. As people see these athletes wearing specific luxury timepieces, it enhances the visibility of the brands and helps cement them as world-class leaders. Obviously, not everyone can afford a Rolex or Richard Mille, but that’s the point of getting the watches on the wrists of elite athletes; to demonstrate the exclusivity of the brand. Conversely, Nike often pairs with everyday athletes.
The brand loves to showcase stars who came from traditional backgrounds and rose to greatness through talent and perseverance. By extension, the fans of athletes donning Nike brand apparel then associate the brand with triumph, and they also begin wearing it because it makes them feel like they’re part of the professional athlete’s team. They, too, are winners.
Whether it’s clothing they wear, phones they use, shoes they run in, or food they eat, fans want to emulate the athletes they feel a connection with. Sports organizations and companies know this. Quite simply, working with athlete influencers can achieve any number of goals, from increasing loyalty to generating more brand awareness, getting more website hits, moving into new markets, or appealing to a specific sport marketing audience. These things naturally result in greater sales and marketing profits.
Impact of sports marketing on companies and organizations
Without marketing, sports would not have as much of a wide range of impact on the world today. Many sporting events rely heavily on marketing. Otherwise, how can one support their favorite football club or attend games without anyone marketing these clubs or events?
It would be impossible for sports to entice huge crowds to watch a game without marketing. How has sports marketing changed over time? Sports marketing is not something new. In fact, it has been going on for the past century since sports became a profession.
Think along the lines of advertisements broadcasted through the radio, newspapers, and later, through television. Now, with the advancement of technology, there are many more channels where sports marketing agencies can tap onto. This includes the likes of the internet and social media.
One of the examples of sports marketing would be how football clubs have embraced social media as a powerful tool to market their brand. From attracting new fans to promoting upcoming matches and also running campaigns, they’ve taken their marketing online on social media.
Conclusion: An Athlete and Sports Teams Need Professional Marketing Efforts by Sports Marketers
This is essentially what sports marketing is. It is more than just fans watching their favorite team, may that be a baseball game, a basketball game, or even in the World Cup. It is what happens behind the scenes, what happens before the actual event itself. More so, it is about the power of sports to unite people of different backgrounds towards one common interest. Sports marketing has been in the market and will be in the market for a very long time.