For a winning "SPORTS MARKETING CAMPAIGN", Think of Players as People First
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For a Winning Sports Marketing Campaign |
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The sports
industry stands as one of the most profitable industries. This industry is
one glue that unites people of the region/country with a specific sports interest
such as cricket, wrestling, hockey, basketball, rugby, etc. In any sporting
event, people are always willing to spend money to watch their favorite team
or individual. With the interest in the game, people are interested in
products associated with the sport too. Sports Marketing is about promoting
products through sports. Marketers
understand what the audience wants from their favorite athletes, and in the century
of technological advancement, it has become easier to access the favorite
athletes and stars. The dependencies on traditional media outlets have
reduced or become zero as today’s athletes are just a social media post away
from interacting with fans in real-time. This
increased access has unveiled a new wave of interest in sportsperson as
people, not just as players. This not only engages fans to be interested in
personal life but also entices the fans to follow the products their
superstars endorse. As a result, fans crave a deeper understanding of the
person behind the jersey. There are two key trends this year: 1. People have more access
to athletes than ever before. 2. Access sparks interest
in athletes as People |
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People move the business, and
sports marketing must proffer a thought for people, not the athletes, as
fans want to connect with the man behind the jersey who resonates with their
ideologies, thoughts, and interests. What benefits the brands is the
gain in terms of brand awareness and long-term visibility that an athlete or
an event can bring. Like other industries, the sports industry also relies
on market segmentation. Sports fans vary based on identity, region,
attachment, loyalty, and sporting event. Loyalty and other attributes of
consumers are used to endorse products through paid deals and sponsorships
for which athletes/teams are paid to wear or post on social sites or any
events. Upon purchase of the product endorsed by athletes or sports teams,
the consumers become an integral part of the virtuous cycle, which is used
to sponsor the athletes, events, and teams. |
Sports Marketing Mix The sports marketing strategies are in
obedience to the 4 “P”s (Product, Price, Promotion, and Place).
However, sports being a service, further 4 “P”s are involved which are
Planning, Packaging, Positioning, and Perception. These are the sports
marketing mix. Why use this
form of marketing? Sports matches and pay per view are widely
viewed across the globe and the consumer recognizes athletes or teams as an
idol, god, inspiration, or just an entertainment factor. Having an athlete
or team enunciate your products, will make people have faith in the good or
service of which they aren’t aware. This move is usually useful for
sportswear and health food brands. Many Brands have associated with athletes,
teams, or events to leverage the faith of fans supporting them. Below is a few
sports marketing campaigns followed by a few brands. |
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Nike sells shoes
and yet when you see their ads, they do not talk about how their product is
better than others, instead, they honor great athletes by creating hashtags
in their name or the event. |
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