A method that sport/event marketers often use to measure the success of publicity efforts is to
Show Jennifer LyonsLast Modified: August 1, 2022 8 min readEven though 2020 was a game-changing year in every sense of the word, the sports industry is poised to bounce back and flourish in the coming years. With sports projected to thrive and fans hungrier than ever for sports content, now is the time to develop sports marketing strategies to grow your business. What is sports marketing, exactly? It’s what you do when you craft and use sports-related content to promote your product or brand. This is a popular form of marketing that leverages the immense star power of sports to drive sales. While super bowl ads and athlete endorsements are well-known examples of sports marketing in action, sports marketing also includes marketing that builds a brand around healthy or aspirationally athletic lifestyles. Using sports marketing strategies can add serious appeal for many consumers. Below you’ll find five essential strategies to step up your sports marketing, including:
As you go through these tips, remember: With sports marketing, it’s vital to keep up with emerging trends in the complex sports industry, such as downturns in television viewership and the increase in women sports fans. These elements can dramatically inform your strategic choices and how you implement them. 1. Targeting a specific audienceAs with any form of marketing, it is crucial first to determine and understand your target audience. Consider the characteristics of your niche audience, such as:
These factors can inform the details of your marketing campaigns. For example, a campaign designed for young people on the West Coast who value an athletic, outdoor lifestyle will look vastly different from a campaign designed for older adults who might be more partial to nostalgic sports references and basic healthy lifestyle choices. Similarly, a campaign designed for youth and their parents will require its nuances. While sports marketing centers on athletes, it doesn’t always target them. When considering your target audience’s athletic level, brainstorm ways you can appeal to them in unique ways. 2. Creating engaging contentIf there is one thing sports fans — and your customers — are continually interested in, it is engaging content with their favorite sports figures. Should you be able to maximize the pre-existing networks of enthusiastic sports fans, you will open up your audience to new capacities. Nike continues to reign as a brand that executes some of the most iconic sports marketing examples. They often pair with fresh new athletes and celebrities to create engaging content. To fully tap into this plentiful resource of potential customers, consider using content marketing in the form of: Suppose you can provide potential customers with compelling video, photo, and written content across multiple platforms. In that case, you can harness the excitement for celebrity and the passion for sports that many fans share. Content that features or interacts with their favorite sports players can be extremely engaging. Does uploading a video to YouTube seem daunting? Check out Constant Contact’s resources designed to guide you through the process. Nike continues to pair with fresh new celebrities and athletes to create engaging content for sports fans. 3. Timing your content perfectlyWith sports marketing closely tied to seasonal sports and live events, it is important to consider the most effective time to post your content. For example:
Timing is essential when scheduling content across all platforms. Consider when emails will be more effective versus social media. Once you’ve created the perfect rhythm for posting content and have developed an effective email campaign, consider using automation to keep consistent content rolling out to your customers and potential customers. 4. Building brand partnerships and sponsorshipsSome of the most exciting elements of sports marketing come from its ties to popular sports and athletes. When developing your sports marketing strategy, consider:
Modelo has utilized the popularity of the UFC to promote its beer. This is an excellent example of a strong partnership between unlike brands. 5. Using social mediaSports marketing relies on exposure to sports and fitness fans. Because of this, social media is an excellent way to boost brand awareness. It is the modern cornerstone of sports marketing because of many fans’ deep connection with social media as a tool to enhance their game-watching experience. Tap into this resource by creating a brand presence on:
About 52% of avid sports fans use their mobile device while watching an event on a different device. Harness this power by developing your social media marketing to connect with your customers before, during, and after the big game. Alo effectively markets its athleisure wear by crafting a distinct lifestyle concept on its Instagram and sharing Instagram posts directly on its website’s landing page. Next StepsNow that you understand the importance of targeting a specific audience, creating dynamic content, building partnerships and sponsorships, and harnessing the power of social media, are you ready to develop your own sports marketing plan? |