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Best Practices in Sports Management and Sponsorship Sales
Best Practices in Sports Management and Sponsorship Sales
sports-related activities. This kind of marketing enables marketers to leverage on the popularity
and attention generated by sports to promote a brand or product (McCarthy, 2008). (McCarthy,
2008). (McCarthy, 2008). Marketing for sports and entertainment also includes the marketing
The growing popularity of sports has increased the exposure of teams and players.
Advertisers have realized the value of partnering with sports players to increase brand visibility.
Mark McCormack, founder, and chairman of International Management Group (now IMG), a
legal firm that represented sportsmen such as pro golfer Arnie Palmer, was one such individual.
He was able to obtain endorsement agreements for several of his clients, leading to the formation
Two new study topics are emerging: gambling/gaming and sports fans' future. Sports
betting has been controversial in the US, but that is changing as more states allow it. The big
Bringing in new fans has also been a significant study focus for various sports leagues.
This is important for Generation Z, who do not receive their news from conventional sources and
prefer internet entertainment over traditional TV and cable. While the NBA has a significant age
of under-35 fans, other sports leagues have addressed the problem. The NHL has a Gen Z focus
group, while the NFL has a Social Media conference. In 2020, MLB invited Gen Z researcher
Mark Beal to speak at their Baseball Speaker Series, headlined "Engaging Gen Z With Purpose
information on sport consumer behavior (SCB) and examples of what players and teams are
branding (Ridley, 2014). Remember that information may be found outside sports and sports
marketing books, such as general advertising/marketing, social networks, online platforms, ticket
As is the case with any marketing, it is critical first to identify and comprehend your
Consider the local sporting teams and athletic stars that your consumers may be familiar with.
Are you attempting to reach a regional or local audience? Utilize technologies like email
Interests: Is your target audience a basketball fan, a sailor, a golfer, or a hiker? The more precise
your marketing approach, the stronger the bond you will develop with consumers.
Know your consumers' lifestyles and objectives. Are they attempting to improve their fitness,
Income affects how your target audience spends their time and money.
Age: Depending on the age of your target audience, you may need to modify your marketing
These variables may help you determine the specifics of your marketing efforts.
For instance, an advertisement targeting youth on the West Coast that value an athletic,
outdoor experience would appear quite different than one aimed at elderly individuals who may
prefer nostalgic sports allusions and simple healthy lifestyle choices (Linchpin, 2001). Similarly,
a campaign aimed towards adolescents and their parents would require some subtleties.
them. Consider your target audience's athletic ability and devise novel methods to appeal to
them.
If there is one thing that sports fans and your customers are always interested in, it is engaging
content showcasing their favorite players. If you can utilize the pre-existing networks of
Nike continues to be a business that represents some of the most renowned examples of sports
marketing. They frequently work with up-and-coming athletes and celebrities to create engaging
content.
To effectively use this plethora of prospective consumers, consider the following forms of
content marketing:
Assume you can provide engaging video, image, and textual stuff to potential customers across
different platforms. In such a situation, you may profit on many fans' excitement for celebrities
and their love for sports. Content showcasing or engaging with their favorite professional
Due to the seasonal nature of sports and live events, it is critical to determine the most efficient
By promoting in the lead-up to an event, you may capitalize on the pre-game hype.
Maintain a careful eye on famous athletes and schedule material to coincide with their peak
visibility throughout the season — or when fans miss them during the off-season.
When it comes to arranging content across several platforms, timing is critical. Consider when
emails will outperform social media. Once you've established the ideal rhythm for content
creation and a successful email campaign, consider automating the distribution of regular
sports marketing. Consider the following while designing your sports marketing strategy:
Contests may generate interest in your business and encourage new followers to interact with
your social media channels (Santos, 2018). Promotions may help create excitement and improve
Developing brand relationships: Whether or not a promotion enables them, brand partnerships
are a key component of sports marketing. Often, sports teams and businesses interact to establish
Sponsorships: Sponsorships are a great way of boosting brand recognition. Consider how
frequently you've seen a business logo on clothing, at stadiums, on the court, or helmets.
Exposure to sports and fitness enthusiasts is critical for sports marketing. As a result, social
sports marketing, owing to many fans' strong affinity for using social media to improve their
game-watching experience.
While Facebook's newsfeed often competes with advertising strategies, it may frequently serve
as a booster for sports marketing initiatives. Utilize Facebook to engage consumers, raise
Twitter is the ideal platform for discussion. It is a popular destination for fans to learn about
athletes' lives and views, making it an excellent platform for connecting with prospective
consumers.
Around 52% of die-hard sports fans utilize their mobile device to view an event on another
device. Utilize this strength by enhancing your social media marketing efforts to engage with
Effective marketing takes much thought and preparation. Without such an effort, the entire
strategy is aimless and has a far lower chance of success. A significant portion of the planning
process is devoted to gathering and evaluating pertinent data to make sound judgments. After
that, planners may establish goals and objectives, identify suitable target markets, build
Irwin, R. L., Sutton, W. A., & McCarthy, L. M. (2008). Sport promotion and sales management.
Human Kinetics.
Diamond, K., Pierce, D., Johnson, J., & Ridley, M. (2014). Content analysis of sponsorship sales
job postings in the United States. Graduate Journal of Sport, Exercise, & Physical
5 Essential Sports Marketing Strategies | Constant Contact. (2021, January 28). Constant
Contact. https://blogs.constantcontact.com/sports-marketing-strategies/.
Sports Marketing Guide To Effectively Market Teams And Athletes | Linchpin. (2001, June 1).