Sports Marketing 101
Know who your target audience is, figure out what it is they want, and find a way to establish a connection with them that builds brand loyalty. This is some of the advice offered by Chris Green, professor of the Sport Management program and academic program co-coordinator of the Sport and Recreation Studies program within George Mason University’s School of Sport, Recreation, and Tourism Management.
Develop an understanding of the demographics and characteristics of your target audience.
When it comes to sports marketing, the first step is to identify the target audience that will become the fan base you are hoping to cultivate, and to recognize the key demographic characteristics within this group. This can include the age range of your audience, whether your audience consists largely of families with children or individuals who are single, and the communications channels (i.e., social media, digital streaming, television, etc.) where they are most likely to get their news about sports. An understanding of the demographics, characteristics, likes, and dislikes of your audience will allow you to develop sports marketing messaging that will be more likely to reach these individuals and capture their interest.
Sport marketing strategies differ in large and small markets.
Once you have identified the target audience, it is important to understand the strategies for building a brand and promoting a team or sport which can differ depending on whether you are in a large or small market. In a large market, you can reach more people simply due to population size. However, in a large market you will encounter more competition posed by an increased number of teams and a wider variety of sports from which to choose—something that does not factor as prominently in a small market. Whatever marketing strategy you adopt, it is important to differentiate your team or sport from other entertainment options that may be available. This is a guiding principle applicable to marketing in both small and large markets.
One way to do this is to develop messaging that creates an aura of excitement or “buzz” specific to the team or sport you represent. An example might be promoting the acquisition of a first-round draft pick, highlighting a player who is on the cusp of breaking a record, or publicizing the activities of team members in engaging with the community or a local charity—all of which would resonate with the target audience.
Connecting with the fans is essential to building fan loyalty.
The goal of all sports marketing is to build fan loyalty. It is important for fans to feel an emotional connection to the team, and to feel personally invested in whether the team wins or loses. The best way to develop these connections is to create a unique fan experience built around events and promotions that make for life-long memories. For example, teams could offer autograph sessions where fans would be given the exciting opportunity of meeting and talking to players one-on-one. Another way might be through fan participation in contests conducted on social media where they could engage with a community of like-minded individuals who share a similar love for the team and the sport—this could strengthen the bond and allegiance that a fan has with the team and further enhance their identity as being part of a larger “team family.” In addition, a powerful tool that can be used for making a personal connection with fans is through story telling. Listening to a player describe how they achieved their goals in the face of personal adversity or hardships is very compelling and something that a fan could relate to, especially if they are experiencing similar circumstances.
Theme nights can help build fan connections.
Scheduling sports themed games is another fun and creative way in which teams can strengthen relationships with their existing fan base and reach new fans. Themed games can honor specific fan segments, such as active and retired members of the armed forces during military appreciation days. They can also be a fun celebration of pop culture trends taking root nationally or trends that are specific to the city in which a sports team resides.
While not officially considered games with a designated theme, the Kansas City Chiefs football games attended by Taylor Swift drew a large audience of her followers who tuned in not because they were fans of the Chiefs, but because they were hoping to catch a glimpse of the singer. This shows how, should the opportunity arise, sports teams might be able to harness the influence of celebrities by attracting their fans’ interest. This could eventually result in a new set of fans for the team.
Amenities and entertainment options at sports venues are important.
There are many elements related to the sports venue that play a significant role in attracting and retaining a fan base. These include:
- Making amenities available such as in-seat food delivery and setting up television monitors at food concession stands so that fans do not miss any parts of the game;
- Displaying the scores of other games being played (this can be especially useful for individuals in attendance who do sports betting);
- Providing entertainment such as music during football half-time or fireworks after a baseball game which can be enjoyed by fans and non-fans alike.
Corporations use sports sponsorships to expand the marketing reach of their products.
Finally, corporate sponsorship is an important part of sports marketing where corporations pay sports teams for the right to market their products and services through promotions and advertisements. Through this partnership between corporations and sports teams, businesses can achieve a global reach with their products.
To learn more about sports marketing and degree offerings in the sports industry, please visit Mason’s Sport Management and Sport and Recreation Studies programs in the School of Sport, Recreation, and Tourism Management at George Mason University.