In the current era, marketing is constantly used by every sector in which the basic objective is to do "business".
Obviously on the market there are different types of marketing that have developed over time and with digital innovations, but what has always had a continuous rise is sports marketing.
Do you know its meaning? Are you aware of the ways in which it is practiced?
Let's see together a short guide to explain all the salient points in summary.
The meaning of sports
marketing
Sports marketing is that branch of marketing that deals with promoting goods and services through sport, while also sponsoring the reference sport.
As banal and obvious as it may seem, sport plays a fundamental role in the life of each of us, especially for those who practice it or love it most, as it has been an integral part of our culture since ancient times.
This aspect plays a fundamental role in the business world since, thanks to the emotional senses and the loyalty relationship with the audience, a fan or fan tends to argue that what is advertised by a sport and in particular by a team or a famous player, both better than other existing brands and products on the market.
To give concrete examples, just think that it is not unusual to notice, during a game, sponsorships of household products such as those linked to the “Barilla”, “Ringo” brands or telephone line services such as “Tim”. In some cases, the association between a brand or a line of products and a prominent figure in the world of sport seems to be even more functional. One of the greatest examples in this branch is certainly Nike with the association between the “Jordan” and the basketball player Michael Jordan which has made a huge profit for the great sportswear house.
This allows you to convert everything into traffic; carrier of any kind of marketing.
Are you wondering how sports marketing was born and above all how it has arrived today?
Let's take a look into the past and the present together.
Evolution and
successes
Sports marketing appeared in 1870 thanks to a tobacco industry that, for the first time, decided to promote a non-sports product through sport: the famous "tobacco cards", in the packages were inserted cards featuring soccer players with the words “player's cigarettes”.
Later in 1936 Jesse Owens, an American sprinter and long-distance player, was one of the first to receive free merchandise from the Adidas company and in 1954 the Sportsman's Parke baseball stadium sold its naming rights to the beverage company Anheuser Busch.
On the other hand, 1970 was an exponential year for sports sponsorship as, due to a legislative standstill, the tobacco companies were no longer able to advertise their products on television, radio and on billboards. Therefore they adopted the strategy of promoting themselves through sport, initially only with motorsport and later with other sports, with the aim of communicating values such as strength, recklessness and risk.
The success of this tactic immediately attracted other companies, quickly developing the so-called sports sponsorship and brand ambassador; sports characters who advertise products, strategy currently in use.
How sports marketing
is practiced
After reading an entire article, you are wondering how sports marketing is practiced? Simple, in 2021 we cannot ignore the idea of digital marketing for all types of marketing.
But let's see in detail every single step to focus on:
● business and market analysis;
● the type of marketing you want to do (example: regional event, a brand through a famous player, etc.);
● assign a budget;
● define the objectives;
● evaluate the timing necessary for the campaign to deliver its results;
● identify the target (example: sports fan, amateur or competitive player, etc.).
You will surely be taking part in the idea that for a job of this kind you need an expert on the subject, entrust our web agency Abdul Rimaaz and the result will surely be as winning as the team of your heart.
