There are two types of sports marketing. One, is marketing through sports, the other, is marketing of sports. This means that, there are different roles sports marketers would have to take when they are doing sports marketing.
One thing that is not different between the two is that whatever product or service they are selling, the target audience is the fans of the sport. So what exactly do sports marketers do?
The main goal for a sports marketer that is marketing through sports is to position their brand in a way that they will feel would encourage fans to buy from them. This does not necessarily mean that their product have anything got to do with the sport, but by understanding the behaviours of those sports fans and using that to sell their products to these fans.
The purpose for this is to build brand awareness as well as brand loyalty. For example, Carlsberg are sponsors of Liverpool Football Club, and fans of the club would want to purchase Carlsberg because it is associated with the club.
The main goal for a sports marketer who is marketing sports is to promote upcoming events or games so that fans will purchase tickets and merchandise. This involves advertising these events through television commercials, social media, and even have publicity events where athletes participating in the event can meet fans.
Sorry to burst your bubble, but sports marketers do more than sit at their desk and think of funny things to tweet about on Twitter. Sports marketers are required to take on many tasks such as finding the right marketing tactics, plan community events, promoting products and services, managing social media platforms and negotiating sponsorships with other businesses who are planning to market through sports.
In the world of sports, everything moves fast, and an event today can be old news by next week. This is why sports marketers are required to always be on their toes, and keeping up to date with the latest news or trends. Social media is the perfect platform for sports marketers to use for two reason. First, they are able to stay current.
Second, fans use these platforms to engage in conversations and share their opinions. This is why you see many brands use social media to do sports marketing. To read more about how social media impacts sports marketing, click here.
As you can tell, one of the biggest demand to be working in this field is the focus on the business aspect in sports. Big teams make money through ticket sales, club merchandise and sponsorships, while smaller clubs or youth teams would have a different business model, and focus on awareness and community outreach.
In conclusion, a sports marketer objective is to promote the brand or team to drive sales for their company, whether it is marketing through sports or marketing of sports. They are responsible for a wide array of duties, such as advertisements, sponsorships and community events.