Marketing proved to be extremely helpful in sports to connect brands with fans and promote specific sporting events and regular-season games. Effective sports marketing strategies help teams, leagues, associations, and brands reach new audiences and possible sponsors as well as keep the interest of die-hard sports fans alive.
A successful sports marketing campaign brings athletes, institutions, and audiences together; creates hype around the events; and helps in building strong and lasting connections. Basically, it’s a win-win situation for the brands and organizations that also inspire young people to take part in sports.
And creating great sports marketing strategies is worth every bit of effort.
The businesses are eager to enhance their sports marketing strategies by actively promoting popular sports while also collaborating with successful athletes.
Engaging content created by the brands has equally benefited companies by rapidly increasing sales of associated brands through innovative and smart marketing campaigns. Below you’ll find a few of the most beneficial sports marketing strategies and successful campaign examples that will help you to find inspiration.
Best Sports Marketing Strategies That Work
Generating effective sports marketing strategies is a surefire way to reach out to customers and build brand awareness. A good ad increases brand loyalty, resulting in higher sales volume and revenue per fan. But how do we do it? How do we come up with a great ad campaign that will last years if not decades?
Fret not! Below we laid out some of the top sports marketing strategies for you to create the best possible campaigns for your brand and your audience:
- Identify your target audience,
- Be active on social media,
- Create engaging content,
- Build a strategy around major events.
Identify Your Target Audience
There is no way to reach your target audience if you don’t know who they are. Every product has a specific market niche with wildly varying demands. An effective market analysis that helps you to segment your target market would significantly affect your return on investment.
When segmenting your target market, you can categorize your audience regarding their behavioral, demographic, and geographic aspects. In behavioral segmentation, you need to analyze how your target audience decides to purchase a similar product or service you offer; in geographical segmentation, your main focus should be the location of your target audience; and in demographic segmentation, various factors such as gender, age, income, etc. will shape your analysis.
Be Active on Social Media
Nothing helps more than social media campaigns in telling the stories of teams or promoting sports, particularly in an age where the internet is gradually making live broadcasts of virtually any league or event feasible. Thus, using social media is undoubtedly a big part of building brand awareness. There are various things to do when it comes to having a solid social media presence ranging from broadcasting matches online to sharing tips for athletes.
Create Engaging Content
Fans love athletes. They consume all sorts of content created about them, and this way feel connected to them. Witnessing their daily life, watching how they communicate with their fans, and coming together with other fans in the comments section or at live events is a form of connection.
In particular, the content of idolized athletes involved in daily life has a great impact on social media. So, if you’re keen on creating a successful sports marketing strategy, making and publishing great and engaging content featuring teams, athletes and public figures is a step you mustn’t skip.
Build Strategy Around Major Events
Here is what takes sports marketing to another level: build your strategy around major events. Global sports events that are eagerly awaited and followed by the audience include world-famous events such as the Olympics, FIFA World Cup, UEFA Champions League, Wimbledon, Tour de France, Formula One, NBA, and Super Bowl, respectively. Their influence can be enormous and people never get bored of remembering them. For instance, the final match between Argentina and France in FIFA World Cup 2022 seems to have already made a name for itself and will be remembered for years.
The promotion of athletic events, activities, individuals, sporting events, or team products and services is the definition of sports marketing. Sporting events are an incredible opportunity for brands from almost every industry to promote themselves and reach millions of people and boost fan engagement. Thanks to these global events, brands also gain widespread recognition; thus, they can reach a lot of people in a short time.
Inspiring Sports Marketing Campaigns
1- Nike – Dream Crazier
This powerful marketing campaign of Nike reveals how strong and successful female athletes are in their fields; It has been an advertising campaign that has inspired future generations by overcoming both social and physical barriers one by one. Nike not only draws attention to the glass ceiling limiting women every day but also challenges gender discriminative norms and supports female empowerment through this campaign.
This successful campaign provided a significant return to the people both socially and to the brand. According to the studies, the campaign garnered 2.7 million mentions of Nike, and in less than 24 hours, it generated $43 million in media exposure. In addition, Nike reported a 31 percent increase in online sales within a week.
If you want to discover more examples, check out our blog post about Nike’s marketing strategy and campaigns!
2- Under Armour – Rule Yourself
The first thought that enters our minds when we watch a victory or a championship is how wonderful it is for the winning team. Especially for many athletes, great deals, sponsorships, and worldwide recognition come with their outstanding success.
However, a lot of us might not be aware of the challenges and sacrifices made to achieve this accomplishment. The “Rule yourself” advertising campaign by Under Armour, which stars Olympic swimming gold medalist Michael Phelps, makes it abundantly evident what sacrifices and selfless work go into becoming a successful athlete. In 2016, Under Armor reported record revenues and earnings as total revenues jumped by 22% (to $4.8 billion) from 2015 to 2016. With its focus on athletes’ disciplined lives, this campaign was successful because it allowed the audience to view what really goes into winning.
3- P&G – Thank You Mom
The Thank You Mom campaign for the 2012 London Olympics is one of the most successful campaigns in P&G’s history with $500 million in global incremental P&G sales, 76 billion global media impressions, over 74,000,000 global views, and over 370,000,000 Twitter interactions.
Who would think that a company like P&G would be one of the brands that would benefit from an Olympic event?
With “Thank You Mom”, the company revealed how much effort mothers put into raising successful athletes. The mothers are stressed as the greatest supporters of the players’ disciplined working lives in the campaign film.
4- Red Bull – Stratos
Let us say, perhaps the best marketing campaign of all time was the Red Bull Stratos campaign. But it’s for sure that it was the best outcome of Red Bull’s marketing strategy. More than 8 million viewers from all over the world watched the Live Video Stream on YouTube. This innovative flight test program established three World Records. Here’s what happened:
Austrian skydiver Felix Baumgartner participated in the high-altitude skydiving project known as Red Bull Stratos. In a helium balloon, Baumgartner traveled over New Mexico, in the United States, reaching a height of about 39 kilometers (24 miles), where he descended in a pressure suit before parachuting back to Earth. The entire jump, from stepping out of the capsule to touching down on the ground, took about ten minutes. Baumgartner opened his parachute at 4 minutes and 19 seconds, but the initial estimate for the free fall was for it to continue between 5 and 6 minutes.
5- Adidas – Impossible Is Nothing
Adidas’s largest advertising campaign, “Impossible is Nothing,” was originally introduced in 2004. But as a proof of how a great marketing campaign never dies, it’s still going strong.
Adidas is strengthening its commitment to women by highlighting a global collective of remarkable female athletes who are breaking barriers in sports and other fields with its “Impossible is Nothing” campaign,
The company declared that it is stepping up efforts to bring about significant, long-lasting change for women in sport. If you are curious about Adidas’ digital marketing strategy and campaigns, here’s your chance to learn about the most remarkable ones!
Regardless of the branch, sports events bring people together. Creating a successful marketing strategy for sports gives brands rapid recognition and helps increase sales in no time, and if you need some professional help to develop a killer sports marketing strategy, you can reach out to the best sports marketing agencies now!