Category Archives for "Sports Marketing"

Top 4 Trends in Sports Marketing

Top 4 Trends in Sports Marketing

The estimated total revenue of the global sports market this year is $90.1 billion. (Source: Statista) Ever since the digital age, the sports market has grown rapidly, and that includes sports marketing.

With many different platforms to watch sports, fans can easily watch the game they love conveniently wherever they are. As the year is coming to an end, let’s take a look at the top 4 trends in sports marketing in 2017.

  1. Virtual Reality (VR) and Augmented Reality (AR)

Ever since the NBA started streaming games on VR in 2016, many leagues have started to broadcast games on VR. About 300,000 people this year watched the Champions League Final where Juventus faced defending champions Real Madrid this year through a special VR app.

Many fans With the use of VR and AR, it allows sports marketing companies to think of original content that would appeal to their fans. With the use of data analytics, companies can put up AR advertisements which would only cater to their target audience, which will mean better response rate.

  1. Sports marketing on different platforms

The total number of users on Twitter as of the third quarter in 2017 is 330 million and the average number of active users on YouTube is 1 billion. People, especially millennials, are shifting their focus on mobile devices and social media applications instead of watching television.

In 2017, Ofcom reported that teenagers and children are watching 33% less television than in 2010.

As the number of users on these social media application rise, companies are spending more on advertising on these platforms. By the end of 2017, social network ad spending will hit $35.98 billion (Source: eMarketer).

Many sports clubs have also joined social media to engage with fans, provide live updates on games, and even market upcoming games or events.

  1. eSports is the future

Many people may not agree that eSports is a sport, but the truth is eSports is on the rise. The total revenue for eSports this year is $696 million, and it is estimated to reach the $1.5 billion mark by 2020. Through platforms such as YouTube and Twitch, many teenagers and young adults have become famous just by playing video games.

The NBA have announced that they will be starting a professional gaming competition, called the NBA 2K League, where each of the NBA teams have their own eSports squad. When they launch in 2018, only 18 out of the 30 NBA teams will be joining, but they are to have all 30 teams in the league eventually. To read more, click here.

This opens up an opportunity for companies to market their products and services through these professional eSports events, and clubs can also look into acquiring the assets of these eSports players to create digital content to market upcoming sports events or matches.

  1. Rise of Female Sports Fans

According to an NFL spokeswoman, 45% of the NFL fan base are women. (Source: Reuters) The campaign “This Girl Can” that was started by Sport England got 1.6 million women exercising in the UK alone. The number of female sports fans has increased, and it is about time to include them in sports marketing.

Over the years, we have seen many female athletes who are successful brand endorsers, it started with tennis stars like Serena Williams and Maria Sharapova, and it has gone on to sports like football like Alex Morgan with Nike.

Nike also released an advertisement that went viral this year that highlights the challenges Muslim women face when they become an athlete, to market their upcoming product line, the Hijab Pro, which is released in 2018.

With the rise of female sports fans, having marketing campaigns for both genders will certainly help business improve.

5 Tips On How To Use Social Media For Sports Marketing

5 Tips On How To Use Social Media For Sports Marketing

As of January 2017, Facebook is the most popular social media platform with 1.6 billion users. Well known social media platforms such as Instagram, Twitter and Snapchat has a combined total of 1.2 billion active users.

Sports fans use these platforms to engage in conversations with other fans or their favourite club and check for live updates on matches and latest news. This is the perfect opportunity for sports marketers to use real time marketing to interact with sports fans.

Here are some tips on how sports marketers can use social media to engage with sports fans effectively.

  1. Using the right platform for the target audience

There are many platforms sports marketers can choose from, but different fans use different social media platforms. The demographic of the fans vary throughout different platforms, and sports marketers should do their own background research to find out which platforms would suit the target audience.

For example, using Pinterest and Tumblr as platforms to attract and engage with female fans would make sense as they are used predominantly by female. The main purpose of using social media platforms is to engage with the fans and by carefully considering what resources the company should put into which platform will help a lot.

  1. Updating new content and staying up to date

Unexpected events that happen during a game can spread on social media like wildfire. This gives sports marketers to use that as leverage when promoting their products. Sports marketers can also use this events to engage with fans, and build relationships through polls and discussions on social media websites.

On social media, the attention span on a single event is very short, and this is why staying up to date is very important. Oreo and Snickers made use of this and had advertisements that went viral.

  1. Hashtags can be an ally if used properly

Creating hashtags that are relevant to the event will certainly help sports marketers to engage with fans. This has to be done before any events/games to build up towards the event/game. Sports fan who use the hashtags would write about relevant comments, and it would also be easier for people managing the accounts to respond and engage in conversation with those who use the hashtags.

Social media websites such as Twitter allows users to see trending topics on their platforms and if these hashtags go viral, it would reach out to a larger audience. The hashtags can also be used for upcoming competitions or giveaways to attract these fans as well.

  1. Collecting feedback and solving problems

People in general write about almost everything on social media. This gives sports marketers a chance to understand the problems their customers face when using their products and how they can do better.

They can reply to customers who are not happy with the products or services given by the company just by searching the company’s name on social media. Another way to collect feedback from fans is by using tools such as polls on social media accounts.

This will make fans feel like their feedback is important to the company which will improve the relationship with fans and the company.

  1. Using players as leverage

This depends on the amount of resources the company has, as athletes would most likely not do this for free. Usually, big brands like Adidas and Nike would use these athletes as leverage when they market these products. Adidas recently released the new Predator 18 boots and used famous footballers such as Paul Pogba and Mesut Özil in their advertisement to promote it.

Over 2 million people watched the advertisement in a week. To see the advertisement that featured Paul Pogba, click here.

Sports fans are constantly on social media keeping up to date with their favourite teams, especially during games and tournaments. Social media is the perfect play sports marketers can use to engage with fans and reach out to the larger audience.

How Has Social Media Impacted Sports

How Has Social Media Impacted Sports

Gone are the days where people listen to the radio or read the newspaper to get the scores for any sports game. I remembered switching on the television every Monday morning before leaving for school to check the score when my favourite team played the night before and I could not catch it.

Right now, all I have to do is to go on social media websites like Twitter and Facebook to get the latest updates. You do not need to even go onto any of the official accounts for the updates anymore, as in my case, the people that I am following are already providing live updates on the game already.

So, how has social media impacted sports?

Social media is a platform where people can write and share content or ideas and also participate in discussion. Many sports clubs have social media accounts, with Barcelona leading the pack with 159.9 million followers on all their social media accounts based on an article done by Business Insider.

This gives sports clubs a chance to understand their fans better with the help of tools such as Facebook Analytics and Keyhole (for Twitter and Instagram).

This also allows the clubs to engage with their fans, where they provide live updates during matchday, competitions and giveaways. Click here to find out more on the tips of how sports marketing can use social media to engage fans.

Social media not only allows fans to communicate with the clubs they support, but they also get a chance to see the lives of their favourite athletes as well. Athletes post pictures and tweets every single day, and even have question & answer periods for fans to learn more about their favourite athletes.

However athletes would also need to be careful with what they post on their social media channels. For example, in September 2017, Kevin Durant, a basketballer for Golden State Warriors, said some unpleasant words about his former team, Oklahoma City Thunder.

His move to Golden State in 2016 after 8 season with at Oklahoma City made many fans upset and posting that tweet was just adding salt to the wound. He eventually owned up to his mistakes and apologized for his actions, saying it was “childish” behavior.

With social media, athletes would also need to be more careful of their behavior when they are out in public. We have seen many players had their reputation get hurt because of pictures of them smoking or partying taken and posted on social media.

However, we have to take into consideration that these athletes are human too. They look like superheroes when they are on the field, or court, but at the end of the day, they are just like us.

Next, we will take a look at how social media has impacted sports marketing.

In 2015, a Major League Soccer team, Orlando City SC, organized a scavenger hunt on social media for fans to find tickets to their first home game of the season.

They provided clues on 3 different social media platforms, Instagram, Twitter and Periscope, and fans had the opportunity to get their hands on 3 tickets on each those platforms. This campaign was a huge success and many fans took part in the scavenger hunt.

This changed sports marketing into something more than just an offline platform to market campaigns, but also an online platform to carry out these tasks. There are many platforms on social media which cater to different kinds of people, and if it is done right, these campaigns can go viral.

Social media has changed the world of sports in almost every aspect. I believe that for clubs and sports marketing companies to succeed, they have to adapt to this change, or they will be left behind.

Lessons To Learn From Sports Marketing

Lessons To Learn From Sports Marketing

As a sports marketer, one of the most important goals is to engage with your fans meaningfully and capture new fans and connect with them. With the rapid rise of digital media, sports marketers are coming up with creative ways to engage with their fans.

Gone are the days where companies and brands focus on ‘traditional’ marketing such as newspaper advertisements. Many companies are shifting their focus to digital engagement with the fans. Here are some lessons sports marketers can take away to improve fan engagement.

  1. Building Loyalty 

One of the most important things in sports marketing is building brand loyalty to fans. Through sports marketing, many brands and companies have the opportunity to connect with these fans.

Creating loyalty programmes for these fans would certainly make them feel like they are part of the club, and strengthens the relationship companies and brands have to these fans.

In 2013, Major League Baseball team, Los Angeles Dodgers, launched an engagement programme that ‘rewards fans for supporting the club online, via social media and at Dodger Stadium.’

This creates a connection between the fans and Los Angeles Dodgers, and these fans would feel like they are a part of the club. Supporting your favourite club and getting rewarded at the same time? Who would not want that?

  1. Personalisation

With more websites providing personalized content to the user, sports marketers should consider starting on customizing their relationship with their fans. Advertisements which are relatable to their fans would not only attract attention, but also make them feel that the organization understands them.

Take a look at the “This Girl Can” campaign, where they wanted to encourage women to start leading an active lifestyle. The message was clear, that no matter how they look or how they do it, they can do what they set out to do.

More than a million women started to exercise, and now Sport England are looking at other “pinch points” that are preventing women to get active.

By showing people something that is relatable, it would not only make it easier for them to connect with it, and identify with the characters which are involved.

  1. Engage in Fresh Content

As you have already know, sports fans enjoy following their team through social media platforms such as Twitter and Facebook. Right now, the experience you get from watching sports is not only confined to the stadium, or the television. It has become something more than that.

This is a great opportunity for sports marketers to give these fans fresh content, to keep them updated with what is going in with their favourite team. Heineken are sponsors to many sporting events such as the UEFA Champions League, Formula 1 and Rugby World Cup.

As you can see on their Twitter account (@Heineken), you can see that they have a lot of content towards the sports events that they are sponsoring. During the Mexico Grand Prix last year, Hardwell had a performance after the race, which Heineken did a live stream of.

Giving the fans content would certainly improve fan engagement, and make fans want to be associated with your brand.

These are just a few lessons sports marketers should take note of when thinking of to get better fan engagement. With a better understanding on sports marketing, sports marketers can come up with better strategies to engage with the fans.

Millennials Impact On Sports Marketing

Millennials Impact On Sports Marketing

Millennials are the largest generation alive today, and they are set to take over the Baby Boomer generation by $3 trillion worth of spending power in 2018. With this in mind, marketers are shifting their focus on how to market their products and services to this generation.

Over the years, the number of people watching sports in a ‘traditional’ way, like television has been decreasing. In a world where our mobile devices can have multiple functions besides just the normal calling and texting, people, especially millennials, do not spend time watching live sports on television anymore.

Millennials follow sports in a different way. Nowadays, they get their updates through social media, and catch highlights through video applications such as YouTube. This is how they stay updated with the latest sports news.

With ITK (In The Know) accounts on Twitter and Facebook, millennials can even get transfer news from inside sources before they become official. Some of them are just transfer rumours, but some of them turn out to be real. Social media is also a platform where millennials can share their thoughts and engage with others as well.

Retweets, likes, reactions, comments give them an outlet to share their judgment on things the like and dislike.

Unlike other generations, technology plays an important role in the lives of millennials. They see it more than just a device for communication, but also feel that technology is the way of life, to communicate and share opinions with friends and even as a source of inspiration to improve their lives.

A study done by Comscore showed that online advertisements which are targeted to millennials should be 5-6 seconds for it to be effective. Companies would need to quickly get the attention and make their case in that few seconds. We can tell that this also meant that the attention span of millennials are shorter than the other generations, and sports marketers would need to be updating fresh content as much as possible to keep up with millennials.

Millennials do not only use technology to get latest updates and stay connected to the world, they also use it for other purpose, and one of them is shopping. 67% of millennials prefer to shop online than in store. (Source: BigCommerce) Online ecommerce websites such as ASOS and Zalora have become popular amongst the millennials, this also led to the increase in online sports club merchandise stores, and the biggest sports online store, ProDirect.

When millennials shop online, the biggest factors that would impact millennials buying decision are how fast their products take to deliver and shipping fees. With relatively cheap shipping fees and quick delivery, it is no surprise why ProDirect is the most well-known sports online store.

Understanding Millennials behaviour is also important when sports marketers try to sell their products to them. Studies have shown that Millennials do not like it when brands explicitly sell their products to them, but by telling a story, and showing how their products or services are adding value to the lives of Millennials.

Brands that explain and engage with Millennials tend to be successful because Millennials would feel that they are understood and their needs are being met.

Millennials are the biggest generation in the world right now and will be for a while.

The use of technology has made a big impact in their lives and sports marketing has changed because of that as well. If brands choose not to focus on this generation, it would only cause them more harm than good.

Top 4 Sports Marketing Campaigns in 2017

Top 4 Sports Marketing Campaigns in 2017

You all have seen advertisements and campaigns run by well known brands such as Nike and Under Armour. We have chosen 4 great sports marketing campaign, where they were able capture the attention of the viewers, and in some cases, changed their perception on certain topics.

  1. What Will They Say About You? – Nike Middle East

In March 2017, Nike released this video two days before International Women’s Day. The video was shared 75,000 times on Twitter, and had a view count of 400,000 on Youtube of the video in the first two days of its release. The video was about Arab women who were participating in different sports, such as football, boxing, and ice skating, breaking down the social norms in the Arab world.

This video was made to advertise their new Hijab Pro Line for muslim women, which will be in stores next year. The video encouraged women to break down the barriers and obstacles they are facing and to do what they are destined to do.

In an article written by Adweek, Wieden + Kennedy Amsterdam’s group account director Kathryn Addo, said that they created this video with Nike for “the women we wanted to celebrate, and and by doing so, embolden a new generation of young women to shift the way people see sport for women in these markets.”

Beside their products, Nike has been known for their great marketing videos, and this year, they have added another great sports marketing video to that list.

  1. P&G ‘Thank You, Mom’ Campaign Ad: “Strong” (Rio 2016 Olympics)

100 days before the Olympics in 2016, Procter & Gamble, one of the sponsors for the Rio Olympics, released a ‘Thank you, Mom’ video, which they have been doing since 2010. The video shows the impact mothers have on their children, and how their presence can help their children, who in the video are athletes, gain strength and overcome obstacles.

This video not only allowed the viewers to watch the video, but viewers can also click on a link in the video to send thank you messages to their mothers after the video! P&G has just released their latest ‘Thank You, Mom’ campaign for the 2018 Winter Olympics as well.

  1. This Girl Can – What About You?

In 2015, Sport England came up with a sports marketing campaign named ‘This Girl Can’. The purpose of this was to encourage women in the UK to start participating in sports, as the number of women who are participating in sports are much lower as compared to men.

This video got 1.6 million women in the UK to start exercising, and women were more confident to lead an active lifestyle without the fear of judgement.

What made this campaign successful was that Sport England “seeks to tell the real story of women who play sport by using images that are the complete opposite of the idealised and stylised images of women we are now used to seeing.”

By making sure that the consumers can relate to the advertisement, Sport England were able to accomplish their goals and have a successful marketing campaign.

  1. We’re The Super-humans | Rio Paralympics 2016 Trailer

How could we leave the best campaign of 2016 out? This campaign not only help the Paralympics to be sold out for the first time ever, but it also delivered Channel 4 its biggest TV audience in ten years. Up till today, the number of views on Youtube for the video is 8.5 million.

What made this a successful marketing campaign was that Channel 4 was that it gave people a different perspective of those with disabilities. Viewers now know that those with disabilities are not any different from us, and that they can do accomplish anything they want to. 59% of people felt that the video improved their perception of people with disabilities.

In conclusion, whether it is to get people to lead a healthy lifestyle or to show that nothing is impossible for those with disabilities, these brands were able to put themselves in the shoes of their consumers and tell the story.

Anyone can create a sports marketing video, but what makes one better than the rest is how it will leave an impact on its viewers.

Traditional Marketing Vs Sports Marketing

Traditional Marketing Vs Sports Marketing

As the rise of technology has paved the way to new methods for marketing, many companies have replaced traditional marketing with other marketing tactics. Traditional marketing is the use of promotions, advertisements and campaigns by companies for use which have a proven success rate.

Examples of traditional marketing are flyers, newspaper advertisements and billboards. On the other hand, sports marketing is the use of sports to sell or promote a company’s products or services.

So, what are some key differences between traditional marketing and sports marketing?

  1. Target Audience

In sports, there are a group of people that are called ‘fans’. These fans are the reason why sports is how it is today. Without them, professional sports would not even exists, and we would not have known the likes of Lionel Messi and Lebron James. By using sports as a leverage, sports marketing companies are able to reach out to these fans to purchase their products or services.

An example of a company that successful reached out to the fans is Carlsberg. Carlsberg has been a sponsor for Liverpool Football club for over 25 years, playing the role as the club’s Official Beer. In 2017, they created a limited edition beer “using unique research and state-of-the-art technology that harnesses the atmosphere generated by fans.”

Traditional marketing is limited to the local audience. With the use of newspaper advertisements, posters and brochures, companies use these traditional marketing methods to reach out to their audience. The target audience for traditional marketing is, to simply put it, the public.

Anyone who drives can listen to radio advertisements in their car, while those who read the newspaper can see these advertisements while catching up on current affairs. Traditional marketing is suited for everyone, and it is not narrowed down to a specific group or people.

  1. Different ways to reach Target Audience

In the case of traditional marketing, the use of advertisements on newspapers and magazines, commercials on radio and television, flyers, posters and billboards, are some of the ways companies use to reach out to their audience. As you can tell, this leaves them with almost no interaction between the company and the audience.

By using traditional marketing methods, you would not get much feedback from your audience, and there is no engagement between the audience and the company. The goal for traditional marketing is to get people interested in their products or services through their advertisements and commercials.

In recent years, companies who have adopted sports marketing strategies have moved on to digital platforms to engage with their target audience. In a #SCORE 2016 report, it states that,” 65 percent of Gen Z and younger Millennial fans are consuming sports content on a mobile device.”

Hence, social media platforms such as Twitter and Snapchat are used by these companies to build a relationship with the fans. By providing regular sports content to assist their marketing efforts through social media, it gives them the opportunity to build a relationship by engaging in conversation with these fans.

Virtual Reality in Sports Marketing

Virtual Reality in Sports Marketing

Since the release of Virtual Reality (VR) headsets in 2016 such as the Oculus Rift, VR has taken the sports industry to a different level. This gave fans an opportunity to get an experience which was once never considered possible.

The first time VR made its debut was in the 1990s, but it did not go well and it ended up being a failure. Right now, it looks like VR will be here to stay.

So how will VR affect the sports marketing industry?

Before the European Championship took place in 2016, Nike released an 360 degree advertising video named ‘Half-Time Speech’ ft. Arda Turan a 360º Virtual Reality Experience where fans get to experience what it is like to be in the changing room of the Turkish National Team, while Arda Turan, the captain of the Turkish National Team, inspires the team with a motivation speech.

At the end, the team goes into a huddle, and viewers will be in the right in the centre of an inspiring team moment.

When I watched the video, it honestly felt surreal, like as if I was there with them in the changing room, listening to Turan’s speech. I felt this was the moment where VR has changed sports marketing, and how companies will use VR to engage with sports fans.

VR would not only provide an opportunity for fans to experience sports on a different level, but sports marketing companies can use that as leverage to run ad campaigns and engage with sports fans. Many brands are looking into running VR billboards to target consumers who are more likely to respond to their campaigns through data analytics.

With VR being the upcoming way for companies to engage with sports fans, it’s no surprise to see companies like Microsoft and Facebook investing on VR. Microsoft released a video on how American Football fans might catch a game in the future.

With the “HoloLens”, which isn’t released for the public yet, fans can choose to see real time statistics, highlights and also get to view the game from different angles that cannot be viewed when fans are in the stadium.

With the ability to find out exactly what viewers are looking at, companies can customize and market their products based on the behaviour of these consumers. They can make purchases to put up digital advertisements during the time where specific players or on the court, or timings of the game, based on their research on the optimal place or time to place these ads.

Besides sports marketing, it has also made a lot of impact in the sports industry in general. In the 2016-2017 NBA season, fans were given an opportunity to watch 1 game every week in VR with no additional cost ($200 for annual NBA League pass). This made them the first league in sports to ever have VR games broadcasted live.

Based on statistics provided by Brandon Gaille, the salary range of NBA fans is $100k+ which is only higher than fans who watch NASCAR in the US. This made it more sensible for fans to watch NBA matches through the annual NBA League pass than to purchase season tickets. This was a great play made by the NBA as they knew exactly the behaviour of their audience and how they could reach out to that audience.

Lastly, VR will also change how athletes train. You must be wondering, how so? Well, VR can help by putting these players in game situations and players can watch and learn how they can improve their game.

Players will get a chance to watch these videos on repeat, and find out the opportunities they did not see during the game, and learn from them. Coaches can use VR to see weaknesses of the opposition team, and how they can set their team up before the next game.

In conclusion, VR will be the future of sports in general, and many sports marketing companies will look to using VR to run advertisements and marketing campaigns. With VR, it will take engagement between fans and the sport they love to a whole new level.

What Does a Sports Marketer Do?

What Does a Sports Marketer Do?

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.

Why is Sports Marketing Unique?

Why is Sports Marketing Unique?

What makes the sports industry different than any other industry? What do they have no other industry have? Well, the sports industry has fans. Without fans, stadiums would be empty, many companies would not exist, and professional sports would not be the way it is today. I doubt professional sports would have existed without these fans.

Let’s take some time to understand these sports fans. It has been proven that sports fans make different types of decisions before purchasing products. They would appeal to their emotion and loyalty towards a certain team and player and not make an economical decision.

This is what makes sports fans different to regular customers. Nobody points out at someone and say, “ Hey look, that guy is a converse fan.” However, you can see many fans wearing their favourite club’s jersey and you would know that they are a fan of that club.

Most club fans are loyal to their team. Unlike brands that are not associated to sports, fans do not usually change their loyalty to another brand or club.

Sports marketers can use that as an advantage, and advertise their products through player endorsement or collaboration with the clubs. However, this does not only apply to sports brands. We have seen non-sports brands such as Coca-Cola and Heineken advertisements in sports events.

Why do non-sports brands sponsor in these events? This is because they know that their products are used by these fans. If sports fans watched a commercial before a sporting event on TV and see Heineken as a sponsor, would it not entice fans to purchase Heineken beer for the game? This is why non-sports brands sponsor these events or collaborate with clubs to reach the club’s fans.

Sports marketing is also unique because sports events are not planned. This makes sports marketers always on their toes during sports events as unexpected moments can occur. We have talked about these unexpected events and how some of the brands like Oreo and Snickers have used it to their advantage and their advertisement went viral.

With the rise of the digital age, real-time marketing is easier as fans are always online, on their social media platforms. These fans use social media platforms to share their opinions, get live updates and see what others are saying about the club. This gives many brands a chance to use social media to do sports marketing.

However, sports marketers must understand which platform these sports fans are on. Just by knowing who they are would make a lot of difference as they would channel their resources on the right platform and not waste money.

Sports marketing is also unique because it involves having a relationship with your customers or fans. By having social media accounts to engage with these fans, and understand them even better can also go a long way. This is why many sports clubs have social media accounts and have players to interact with these fans, by posting funny gifs and having Q&A sessions.

In conclusion, sports marketing is unique because of these fans. That is something that no other industry could say they have. These fans enjoy engaging in conversation with sports clubs and share the opinions to them.

Sports marketers can also use that to engage in conversation with these fans when selling their products and services.