For a winning "SPORTS MARKETING CAMPAIGN", Think of Players as People First

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OCT 2021

For a Winning

Sports Marketing Campaign

Think of Players as People First


 

 

 

 

 

Sports Marketing

 

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

 


 


 How does it benefit?

With millennials accessing sport through portable technology, the benefits of Sports Marketing are wide-ranging

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.


 



­

Nike

Best storytelling

Puma

Get the best

Taco Bell

Contests–a successful promotion

 

 

 

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.

 

Puma deals with the best players in their sports fields that consumers admire such as Fastest man Usain Bolt, Cricket Megastar Virat Kohli, Football star Sergio Aguero, and golfer Rickie Fowler as their brand ambassadors.

A Contest boosts the excitement that fans have for the game. It makes them feel like winners even if they are not athletic. Taco bell spent a good sum on a contest that generated millions of views in a single day.

 


 

 

 

 

 

Location: India

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