Category Archives for "Sports Marketing"

Why is Sports Marketing important?

Why is Sports Marketing Important?

Every day you see advertisements on your phone about upcoming sports events, or receive emails on the latest sports products with pictures of famous athletes wearing them. Without these notifications or advertisements, how would you find out new products or latest events or matches? Sports marketing plays a big part in the sports industry right now.

  1. Real-time marketing

This give many brands a chance to use real-time marketing based on sports events. For example, Snickers released an advertisement poster with the caption, “More satisfying than Italian” after Luis Suarez bit Giorgio Chiellini during the group stages of the 2014 FIFA World Cup. Real-time marketing is not easy as events like these do not happen very frequently, but when the opportunity arises and the company successfully tells the story, it would surely make them visible on the internet.

In sports, every game is different, the outcome is unpredictable, and anything can happen during a game. During the superbowl in 2013, there was a blackout which lasted more than half an hour, Oreo’s marketing team took advantage of this and posted a picture on twitter, with the caption, ‘you can still dunk in the dark.’

  1. Using emotions as leverage

Sports marketing gives companies the ability to leverage the emotions fans have towards the sport. However, this means that the companies must know exactly which sport to target as fans behavior differently in different sports. Beverage companies such as Coca Cola and Heineken are using sports marketing as a tool to sell their products, knowing that people will purchase them when watching a game.

If companies that are not related to sports, using sports marketing, it would be needless to say how important they are to sports brands like Nike and Adidas. Every year, these top sports brands spend millions of dollars for sponsorship with clubs and players. When they endorse these brands, it gives them to right to put up pictures and videos with these clubs and players.

Fans would purchase items from a specific brand for various reasons. First, they might choose that brand because they have been using it a long time. Secondly, they choose that brand because their favourite sports team are sponsored by that brand. Lastly, they choose that brand because their favourite player endorsed by that brand.

  1. A wide range of audience

During the FIFA world cup in 2014, more than 3 billion people watched at least a minute of that global event, and the worth of the media rights was estimated to be about $1.7 billion. By using sports marketing, it allows brands to “piggyback on the sentiments and devotions of fans towards their favourite teams and athletes.” says Kiyoshi Tatani, president of Mizuno Singapore. This shows how powerful this events can be, and why many brands sponsor these events.

  1. Not all organisations can use sports marketing

With all these reasons, one can only think that sports marketing will be very good for the brand for exposure. Yes, I do agree that this will be a very good platform to reach out to a larger audience, however, without proper research and finding out the needs of your target audience, it would do more harm than good to your company.

For example, in 2016, Manchester United captain Wayne Rooney was acting in a trailer for the latest X-Men film. The campaign was a failure, and the only thing it did was made many Manchester United fans upset as they felt that football was turning into a brand and not a sport.

To conclude, with the right idea and execution, sports marketing can help a brand get onto another level and gain recognition. Knowing exactly what the fans want and how their products or services can help the fans will certainly go a long way than just spending money and pray that people will be attracted to the brand.

A Beginner's Guide to Sports Marketing - What is Sports Marketing?

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.