How to create an effective sports marketing strategy?
Sports marketing has become an extremely important branch in recent years. Not only does it allow sports brands, companies and institutions to capture the attention of followers, fans and fans, but also to generate a bond that goes beyond the emotional.
Among the strategic sports marketing actions that generate the best results for brands, we can mention the following:
According to the Sports Marketing Guide To Effectively Market Teams and Athletes report by Linchpin, 83% of sports fans check social media while watching a game. This is because many of them enjoy creating and sharing content in real time, whether it is to reflect their opinions, highlight a play, or in some cases, taunt the opponent.
Knowing this is an excellent opportunity to create content aimed at feeding emotions, such as replays, photos of the live event, statements by the protagonists in the middle of a match, and endless options that motivate fans to experience the event in a special way. Sport, this serves as motivation when we see sports clubs begin to sell their digital sponsorships, something extremely new after the pandemic.
Content on multiple platforms
According to a report carried out by Burst Media, and replicated in Marketing Dive , 52.6% of fans use a tablet or smartphone to access nba중계 content online ; however, 41.3% consider that television is still their best source of information. In turn, 30.4% said that they spend most of their time reading content instead of watching videos.
This means that there are so many ways for fans to connect with their passion, you can’t think of just one way to reach them. Considering all the channels and choosing the most appropriate ones will ensure a good level of reach for the campaign you plan to design.
Work with sports figures
The use of top sports figures is a strategy widely used by sports brands and institutions. It not only allows them to improve their sales, but also attract new followers and build a deeper connection with fans.
But to stand out from other companies and clubs, content must be presented at the right time and on the right platform. For example, according to figures from Neil Patel , a publication on Instagram obtains 50% of its comments within the first 6 hours, so if you want to have a good reach on this social network, the content can be guided of the time in which they will carry out important sporting events related to the chosen sports figure or their club.
Bring the viewer closer to the action
If the spectators of a game had the opportunity to enter the locker room in the middle of a match, or to witness their team’s practices before an important game, there is no doubt that they would do so. Therefore, producing content or campaigns that achieve this goal is a perfect opportunity to generate engagement and strengthen the relationship between fans and club.
But what kind of format can help achieve these goals? According to Cisco , by 2022 online video will account for more than 82% of all consumer Internet traffic. Special mention for live videos, as viewers watch nearly three times as much and generate an average engagement rate of 12 times higher, according to Linchpin .
We cannot avoid mentioning sponsorships when it comes to sports marketing strategies. Being present on a sports jersey or race car adds credibility to the brand, and allows it to elevate its reach to a national or international level. These not only because of their appearance before cameras, but also because fans generate an emotional bond with the brands that bet on their teams or athletes. But this tool is not short-range, a strategy of more than two years and a frequent activation plan is required to achieve that level of remembrance among fans.