A defining dramatic moment that you can’t tear yourself away from with all of your passion wrapped up in the result is a common experience for sports fans and a reason many people tune in daily to follow their favorite teams. The excitement of sport provides the perfect opportunity for brands to connect with consumers who focus on the game. Few other marketing opportunities can match such a scenario.
Sports marketing also allows for targeted marketing since each team or athlete has its own base of die-hard fans and occasional sports enthusiasts. This allows sports marketers to use this advantage to pursue a specific demographic with their product. The question this poses for marketers is whether a particular sport, team, or athlete can prove the best ROI for their product.
The power of quality sponsorship
Being a sponsor is more than just putting your logo on a buffet or team strip. It is about creating a positive association with the team and its followers, which will then be transferred to the brand. The sponsor must understand how to channel the power of the positive team image to their own brand and help convert sports loyalty into brand loyalty.
This is the foundation of the power of sports marketing, and it gives marketers the opportunity to harness the fierce passion of sports fans to ensure the power of their brand. It is therefore not surprising that some of the biggest multinational companies in the world like Sony, Pepsi, Coca Cola, Emirates Airline and many others are all offering huge sums of money to have the opportunity to use sports marketing. to interact with their target demographic.
On a related note, Evian’s sponsorship of the Wimbledon tennis tournament has yielded excellent results for the company since 2008, as the world can watch the best tennis players on the planet cool off with hot water. Evian bottled water between sets.
Red Bull: A Sports Marketing Case Study
One of the greatest success stories in the history of sports marketing belongs to Red Bull. Through their innovative campaigns, they have changed the way teams and sponsors view the possibilities of sports marketing. The energy drink maker was one of the first companies to bypass normal sponsorship and instead seek to own sports teams and sporting events.
It makes sense in the context of the product they are ultimately trying to sell. Red Bull is touted as a drink that can increase focus, stamina and reaction times. In other words, some of the basic attributes that produce professional athletic performance. Thus, the values of the Red Bull brand harmonize elegantly with their sports marketing strategy. A key part of Red Bull’s strategy is its SEO in the market and if you are in need of SEO services then visit this best SEO agency that offers similar services to interested sports organizations like the Austrian energy drink company.
The company has acquired a long list of sporting events in a diverse set of markets. They are well represented in extreme sports with their World Series events and the eccentric spectacle of the Red Bull Air Race. But the company was not limited to one area in particular. Some of his other acquisitions include:
- Red Bull Brazil: a Brazilian football team.
- Red Bull Salzburg: an Austrian Hockey League team.
- Red Bull Team: a team in NASCAR racing.
- The New York Red Bulls: a team playing in the United States Major Soccer League.
But where Red Bull’s sporting presence is most evident is in F1 racing. Red Bull Racing has several victories to its name and competes with legacy stars at the top of the sport like McLaren and Ferrari.
Star Sports’ #MaukePeChauka campaign is another big sports marketing success worth discussing. This viral marketing exercise took the audience on a journey through Indian history during the Cricket World Cup with all the countries they played against. The campaign was imbued with a lot of humor but also drew on the deep passion that millions of people across the country have for the sport. Instead of a regular advertising niche, this campaign helped tell a story that completely tied the brand to the narrative of the event itself. Their campaign proved to be hugely popular capturing the imaginations of people across the country, with over 12 million views on their YouTube account along with thousands of social media repostings.
Strategy points for sports marketing
A moment of sporting glory can be decided in the space of a second on the pitch. However, sport involves a huge amount of organizational interactions between different parties, including media organizations, promoters, athletes, agents and clubs. To take advantage of all of these different elements in a successful marketing campaign, due diligence should be performed to ensure that all factors have been taken into consideration. A marketing campaign begins in the mind of a creative marketer, but its potential can only be realized through careful planning and precise execution. Therefore, consider the following when developing a sports marketing campaign:
- Does that make sense? Make sure that there is sufficient potential for alignment between your brand values and those of the sports market you wish to sponsor. If you sell sportswear or gymnastic equipment, is it worth sponsoring a darts or fishing competition? The answer is probably no.
- Where does the value lie? Take a long look at the sports market you want to engage with. Where would you find a trusted partner to help uplift your brand in return for sponsorship? Will they be ready to tackle the finer points of your marketing proposals? The best sports sponsorships are those built on shared values with a desire to form long-term cooperation together, and not quick and transactional gain.
- Are you heard? Make sure your marketing communications reach the right audience. You will miss opportunities to engage with fans and leverage the strength of their brand.
- Are you reinforcing the message? Sport is a continuous and constantly changing market that never stops. Consuming sports requires real-time engagement, so you need to ensure that your PR campaign is supported to respond to developments within the sport itself. This will make your marketing more relevant and grab the attention of your audience.
- Is your brand in good hands? You put your brand on a team or an athlete, but you don’t have complete control over what they do on or off the field. It is every sports marketer’s nightmare to enter into a sponsorship deal with a team only to have one of the players charged with racially-motivated sexual assault or battery. It wasn’t until recently that football icon Cristiano Ronaldo pulled Coca-Cola bottles off the table at a press conference, telling viewers to drink water instead and knocking it down. millions of dollars on the company’s stock price. Know who you are sleeping with and if you can count on them to behave in a way that reflects your brand.
The world’s largest companies have long recognized the power of sports marketing. There’s no reason the rest of us can’t take advantage of the incredible opportunities in this area to increase brand value and improve visibility. For a dynamic and exciting campaign that delivers results, choose sports marketing.