Do you know what Sports Marketing is and its importance? – WAU
Sports Marketing is a segmentation of Marketing that aims to generate business opportunities in the world of sports. Learn more about its history, operation and success stories!
Increasingly stronger and more present, Sports Marketing has been showing itself as a very efficient and profitable tool to generate business opportunities.
And those who believe that this strategy works only for some market segments are mistaken. By combining consumption and passion, it is an excellent tool for those seeking new methods of using Marketing.
Sports Marketing is the difference to other types of Marketing
To understand what Sports Marketing is, it is necessary, first, to know what Marketing is.
According to Philip Kotler, a world authority on the subject, Marketing is the ability to produce and deliver market demand and generate profit and the ability to see that demand, not simply desires.
It is from there that Marketing and its tools come into action to offer and promote the services and products demanded by a given market.
Now that the meaning of Marketing is clearer, we can talk about Sports Marketing.
Sports Marketing is a segmentation of Marketing whose main function is to generate business opportunities in the world of sports and use sport as a tool for marketing strategies.
In other words: creation and execution of Marketing devices in sports and in everything that involves it, be it brands, clubs, teams, athletes, equipment or personalities.
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The concept and practice of this type of Marketing began to appear in the early 1920s.
The American company Hillerich & Bradsby (H&B – currently known as Slugger Museum & Factory) launched a Marketing strategy and led the production of baseball bats at the time.
This action triggered several others and sports began to be seen as business opportunities of extreme potential.
The Americans saw and understood that sports generated – and still do – business opportunities with high potential for handling and investing funds and extremely profitable.
A sport culture emerges in the United States. Consequently, Sports Marketing was the most efficient tool to increase revenues and make brands, events and athletes more involved with the public and sport in their business form.
This culture was spreading throughout the world. In each country, Sports Marketing was responsible not only for business, but also for the development and increase in the cult of sports.
Obviously, each place had its sporting preferences. Therefore, new business opportunities were and still are created.
For example, football in Italy, rugby in South Africa, tennis in Spain and many other different sports in different countries.
However, Sports Marketing it is also responsible for determining a harmony between production and consumption.
For the market, when this balance is out of balance, there is no other word to describe this situation other than failure.
Therefore, again, it is important to emphasize and use the concepts and techniques of Marketing, such as the definition of personas, audience knowledge and research, and promoting relevant content and information to attract and engage people.
Why Sports Marketing Works
It all starts with the passion of people and also fans for a particular sport, team, event or athlete.
Upon this “passionate factor”, Sports Marketing strategies work to spark this feeling and attract new fans. The math is simple.
Sports Marketing, when well planned, developed and applied, gives a return. ROI in these cases is always positive. And you can see examples of this below:
The use and application of Sports Marketing occurs in different ways and in different aspects.
Currently, two cases stand out for the immense amount of money they move and the power of attraction and retention of the public they have.
An example of this is the Super Bowl, an event that marks the end of the football league season (NFL) from United States.
It is the most popular event in the country – and one of the largest in the world. And that is where and when Sports Marketing is at its best.
To give you an idea, the value of a TV commercial during the 2016 final reached $ 650,000 per second of viewing.
Several actions start to be applied days, weeks and even months before the long-awaited final.
Brands from various market segments focus their efforts on the event and products of all possible types are also created with a focus on the grand finale.
Some examples of products and services advertised: chocolates, cars, soft drinks, beers, films, hygiene products such as deodorants and toothpastes, cell phones, fast food companies, shoes, snacks, technology companies, ketchup brands.
What is the reason for all this?
Business opportunity aimed at a very specific audience (sports fans, mainly) but at the same time very plural (age group, sex, social class). It is the essence of Marketing.
Sports are coupled with consumer demand, and Marketing takes advantage of this moment to attract, retain and obtain more profit in the face of a situation of a lot of financial movement and a period of relaxation for the public.
That’s why campaigns tend to be very creative, irreverent, fun and big investment! After all, all this investment has generated a lot of return.
check out on here some of the best TV commercials in Super Bowl history:
Strategies for branding of the NFL are proven to be efficient. Since 2006, the league’s profits have grown by more than 50% and the projection is that in the coming years the margin will reach close to 10 billion dollars.
All of this, of course, with great help from the Sports Marketing techniques applied.
Sports Marketing in London
In London lands, Sports Marketing practices are still far from being as successful as those of the United States and some European countries, which involve all sports areas, for example.
The strategies outlined in London lands are basically limited to brand exposure and sponsorship for athletes and teams.
There are few actions planned in the long term, with greater involvement of customers and consumers.
But it is possible to highlight some very well developed marketing strategies that have already happened in London, involving mainly football (still the national passion) and a business segment.
Penalty and EC Vitória – “My blood is red black”
The sporting goods supplier of Esporte Clube Vitória, then Penalty, took advantage of the colors of the club’s shirt to launch a social responsibility campaign.
The phrase “my blood is red black” motivated the emergence of a campaign to encourage the donation of blood by the fans of the team. The colors of the shirt, previously black and red, became white and red.
And as the donation goals were met, the “original” coloring gradually returned to the team’s mantle.
Zurich Insurance – “Palmeiras x Santos with São Paulo x Corinthians”
Another successful case in London was an action by Zurich Seguros. On a classic day in the city of São Paulo – SP, Palmeiras would face Santos.
The fans of the two teams filled the stadium until they were strangely surprised. Initially, the teams that entered the field were those of São Paulo FC and Corinthians, to the amazement of the audience present.
The opening whistle was blown, and then the explanation finally came: “We haven’t yet invented insurance against changes to the calendar. But you can count on Zurich Seguros to take care of your assets, your life and your future ”, said an announcer at the stadium, to the relief of everyone present.
It was an action by Zurich Seguros to publicize its services
How to use Sports Marketing?
All of this just proves the Sports Marketing effectiveness when done strategically and intelligently.
The creation and development of products, the dissemination of images of athletes and brands and other things just cannot be sustained.
The quality and production of attractive content is extremely important and has proven to work. Sports move crowds, treat passions and involve people in a different way.
Sports are not just sports. Given this scenario, Sports Marketing must act to make the connection between passion, entertainment and the pleasure of living, feeling and witnessing the sport in search of provoking emotions individuals and, at the same time, profit and revenue for the companies involved.
And these companies must act to be seen as team partners, not just as a profit-seeking business.
The image of a company associated with an event, athlete or team, makes it more pleasant in the eyes of everyone, seeing it as a factor that can take that we are passionate about the best glories.
Companies become part of the lives of individuals and will be remembered in a positive and nostalgic way.
The sports industry has become a billion dollar industry through the promotion of events and tournaments, product licensing, sponsorship of teams, clubs and athletes, naming rights and several other related business strands.
Sports Marketing uses the content offered by sports to offer services and products in different forms to the target audiences in question.
And when done well, Sports Marketing fulfills its objectives very well: generating sales and profits and ensuring entertainment and emotions for the audience involved.
Did you like the text and want to know more about other variations of Marketing? Then click on the link and learn more about Content Marketing.