Sports. They're a part of the landscape of Americana. The biggest events are de facto national holidays and, while most television programs are declining in viewership, college football Saturdays and pro football Sundays are stronger than ever. It follows, then, that sports marketing is becoming an increasingly large part of the marketing mix for consumer and b-to-b marketers alike.
Sports marketing is traditionally associated with game-time media buys (radio, television, stadium signage, etc.). But the creativity of marketers and business-friendly attitudes of the teams is bringing other, just as important, opportunities to the forefront.
In-Game Entertainment Sponsorships
We've all seen them... two couples compete in a blindfolded tricycle race at half-court for cash and prizes. These in-game promotions can feature your product or service as a prize, your staff as the host or even put your product front and center for an entire arena of fans.Appearances
Your affiliation with the team may very well open the door to player, coach, mascot or cheerleader appearances at your corporate event or grand opening.Press Coverage
When you work with a sports team, you not only get access to the in-stadium fans and the broadcast audience, you get coverage-by-association everywhere the team does — newspapers, television news, etc. — extending your reach beyond the hardcore sports fan.Ticket Opportunities
Your affiliation with the team should also earn you discounted tickets or access to hard-to-get tickets/games. Use them to reward employees or entertain clients, or as give-aways to local charity groups.Team Apparel Sponsorship
Team sports are often underwritten by a sponsor whose logo adorns team jerseys and other gear. It's commonplace in European soccer leagues and after-work softball leagues, but has only recently been brought to the world of American professional sports. See the sidebar for a quick story about how one WNBA franchise is making this happen.These and other sports marketing opportunities are a great way to round out your marketing mix and reach a captive audience by associating with an organization they're fiercely passionate about. And by no means are you limited to the big budget world of sports marketing with big market, big money teams. Minor leagues, niche sports (e.g. lacrosse, rodeo, extreme sports, etc.), college and even high school teams have become viable sports marketing opportunities. In addition, marathon, "fun runs" and other amateur events are also effective sports marketing opportunities.
To learn more about making sports marketing a part of your mix, drop us a line. We'd be happy to sit down and talk with you about getting involved.