What is Sports Marketing? – A Beginner’s Guide to Sports Marketing

You know the feeling you get when you watch your 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 fans to enjoy, sports marketing is one of the most important pillar for these events.

So what exactly is sports marketing?

To simply put it, there are two types of sports marketing:

  1. Marketing sports as a product
  2. Marketing through sports

There are many ways people consume sports, hence, sports marketing can take on many forms.

Marketing sports as a product involves organisations 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. Let’s look through some examples.

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.

These are just some examples of marketing through sports.

Impact of sports marketing

Without marketing, sports would not have as much of an impact on the world today.

Many sporting events rely heavily on marketing.

Otherwise, how can one support their favourite football club or attend games without anyone marketing these clubs or events?

It would be impossible 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.

An example 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.

Check out some of the top sports marketing campaigns in 2017.

Sports marketing in Asia

Being one of the pioneers of sports marketing in Asia, Red Card Global was responsible for designing, negotiating sponsorships and event programs for blue chip organisations. This includes the likes Canon, YKK and Toyota.

One of our most successful events was the Canon Lion City Cup.

This premier youth football tournament gave young footballers from the top developmental sides in Singapore and all over the world a chance to showcase their talent and compete against each other.

We believe that these events should not only be a mere experience, but something to build relationships and unite people.


This is essentially what sports marketing is.

It is more than just fans watching their favourite team play. 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.

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