Whether you’re an athlete or sports fan yourself, follow an individual team or player, or just watch once in a while, sports will bring out your team spirit and inspire you. or hope immeasurably.
Sports brands play a very important role in the lives of their fans, which means they need to think about how they run their business, how they engage fans and what kind of messages they convey. to the society. The concept of creating shared value between sports teams, local communities and fan communities is stronger than ever. While it’s hard to know what’s coming next, keep reading to see what’s happening in the world of sports marketing as I see it.
Sports marketing is increasingly about making customers feel like they’re part of something good, something that contributes to their lives in a meaningful way. As we slowly come out of the coronavirus pandemic, we are all eager to experience life in all its glory and participating or attending sporting events, live events, is high on the list. Brands will continue to drive authentic engagement through on-the-ground experiential marketing activities by delivering experiences that matter.
Sanitize it: Having access to the latest health technologies will become a competitive advantage. It is now evident that better physical fitness, better physical and mental health, have a positive impact on the performance of athletes. Athletes and sports/fitness facilities will continue to invest in health and recovery technologies.
Follow him : Among the emerging opportunities, wearable devices and internet services for fitness tracking that incorporate social networking features will continue to thrive amid an increased emphasis on individual activities such as running and cycling. . Brands will continue to create, engage and inspire these communities. Case in point, the advent of Strava challenges by brands like Trek bikes is one of my favorites.
Invest in it: Despite the constraints of the pandemic, whether training in a limited setting or not being on the field to perform in front of thousands of people as they normally would, athletes saw it as an opportunity to focus on other things, including their businesses and investments. Most investments made by athletes have been driven by personal experience with the products they have used and come to love; or products that fuel their passion. Athletes will continue to attract investors in relevant start-ups and businesses as they go. For example, Virat Kohli became the first Indian Hyperice athlete-investor to join the growing list of athlete-investors such as Naomi Osaka, Earling Haaland, Amanda Nunes, Daniel Riccardo, Rory McIlroy, Ja Morant and many more.
Merchandise it: The majority of products are purchased for emotional reasons and a smaller percentage for functional reasons. We are all collectors at heart, and we like to show our support for our choice of sport, team or player. And if you attend a sporting event in person, you want to celebrate and commemorate the experience. Licensed merchandise is the trend that will continue to grow in sports marketing – If you have a strong sports brand, it’s time to think about brand licensing, gain exposure and promotion additional retail, as well as collecting royalties.
Post it: Brands are leveraging their athletes and available fan base to further fuel a narrative through authentic social media content. We will see a continued rise in the voices of athletes on social media as they inspire their audience to stay active, get fit, and start taking care of their overall well-being. We will see more content collaboration with athletes, especially with Instagram’s new collaboration feature which allows brands to continue to leverage the athlete’s fan base and vice versa. Both brands and consumers place a high value on authenticity and relatability, which results in greater engagement, even with athletes seen as influencers or brand advocates who have fewer followers but who are aligned with brand values. Brands will continue to nurture innovative partnerships that deliver high engagement and authenticity through UGC content for social media.
Scan it: Digital content is more important today than ever. Young fans continue to consume differently than older generations. Therefore, short and unique content, surrounding events/athletes are going to be a priority. Not to mention the importance of second-screen content. Of course, there is a substantial audience for live games, but the audience for secondary content on the second screen is equally appreciated. We are already seeing an increase in original content from professional and amateur athletes. Sports marketers will increase their focus on unique, platform-specific ancillary and non-live content through new and emerging content distribution channels.
Globalize it: Meeting the needs of international fans is a challenge – one of those challenges is that live streaming may not be timely for many fanbases internationally. Here, digital will be huge not only for highlights and content, but also for other creative ways to tap into the momentum of sport besides watching it normally on TV. This will boost opportunities such as multi-viewing or collaborating with local influencers or athletes to create content around the experience in a locally relevant way for a particular market.
Esports: Video games are becoming more and more popular, especially after the pandemic, and more and more gamers are making their way into the world of eSports. More emphasis will be placed on the development of casual/amateur and professional players as time goes on. There is an emerging trend among esports gamers who are now taking their fitness and recovery seriously to have a long lifespan in their careers. We’ll also see more brands wanting to be part of the game by being featured in games interactively, and we’ll also see more live integrations with esports athletes.
Sportswomen: For decades, the sports business was a male domain. Thanks to changes in society, the sports industry is also heavily mixed. With this, we will see more brand support for women in sports and sports for women. It’s also because women are an increasingly financially strong buyer group.
The author, Mayuri Pitale, is Director, Business Development and Marketing (India), Hyperice.
First post: STI