“A well-known person in an area decided to organize an inter-school football tournament every year. And planned to donate the amount they will gain by selling tickets of those matches to the poor students of the participant schools. But on the matchday, he found that there were just a few audience members who came to watch the match and thus the committee collected a little amount of money from the match.”
So, in this story what problem that happened is improper marketing. Then, what is the role of marketing in sports? Let’s explore the article.
Role of Marketing in Sports
Sports marketing takes a vital role in increasing the audience as well as selling goods of sponsors. There are many things related to sports. Its success mostly depends on the marketing strategy. To understand the role of sports marketing first, we need to know what marketing actually means.
What is Marketing?
The word marketing refers to the activities to let people know about your product, service or offers for your consumers or customers. Mainly have better communication with people and build a good relationship is the target of a successful business. To achieve a business goal, marketing is a must.
About marketing American Marketing Association (AMA) says, “The activity set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
Marketing places the most crucial role in establishing business and brand recognition by gaining and retaining customers.
Marketing is an integral part of Sports. The term ‘Sports Marketing’ refers to promote goods or services using any sports event. Sports marketing is of three types. These are:
- Marketing of sports
- Marketing through sports
- Grassroots sports marketing
Let’s know detail about these three types.
Marketing of Sports
Marketing in sports is directly connected to any ongoing sports event. It refers to advertising and exhibiting the sports event, promoting the teams or clubs attending the event, and also the associations arranging the sports event.
The audiences are the lifeblood of any sports event, without them sports mean nothing. Without the cheering of supporters makes the match is lifeless; thus, it is vital to promoting sports to all sorts of people. And this means the marketing of sports.
Marketing through Sports
The marketing of any business can be done through sports. Many business organizations become a sponsor of a different sports event, which is one of the marketing strategies. The sporting items provider company became renowned to mass people by providing items to any sports team.
Any step of a sportsman naturally affects their fan. Thus, organizations can make a large number of sales by sponsorship. As they can enlarge their business, it can be said marketing through sports. This is mainly the most important marketing strategy in the sports world.
Grassroots Sports Marketing
This is the last and another significant type of sports marketing. This means neither increasing the audience nor promoting goods. This Grassroots Sports Marketing refers to increasing the publicity of any specific sports itself. That means attracting people to participate in that sport.
Grassroots sports marketing is actually social marketing. Its actual target is to make any sports popular among people and convince people to participate in the sport to keep proper fitness. Generally, different sports associations take a venture to do this.
How to Do Sports Marketing?
Now you know what sports marketing is like. So, it’s simple to think about how to do sports marketing. Then, without wasting time, let’s know the ideas to do sports marketing.
There are different ways thus you can Advertise about any sports event or promote your product through it. But it is not effective to follow the same processes for all three types of marketing. For any kind of marketing, you have two options. You can use both online or offline platforms for promoting the event.
The effective online and offline marketing ways for the three types are given below:
Using the Online Platform
As nowadays, online platforms play a vital role in communicating with different sorts of people; these can be a very effective platform to reach people for any kind of marketing. There are different options online to reach people. These are described below:
Ideas for Marketing of Sports
- Through Website: You can create a website on behalf of the organization which arranges sports events regularly. Websites can also create for individual clubs or teams; thus, any event update they are taking part in can be updated.
- Facebook: Facebook is a very powerful social media. You can reach huge people with a detailed sport event through any Facebook post. Also, you can create a Facebook page for any sports organization or club.
Facebook also allows creating an event page in which you can update all details about any individual event, which will help make people know about it.
- Twitter: You can also use Twitter to let people know about the sports event. You can post here about the upcoming news and sports event you are going to organize. Thus it will help to increase audience gathering also.
- Through Email: You can also create an email newsletter and sent it to as many people as you can. It will also be helpful for your team’s marketing.
- News Portal: You can publish detailed information about any event in online news portals also.
Ideas for Marketing through Sports
- Through Website: If you already have a business website, you can follow this process. You can advertise the products related to the sports event on your website, referring to the event. Thus, that product will catch people’s eyes more, and you will be benefitted.
- Advertising: You can advertise with the sportsperson using your good or refer to his using that in any other advertisement.
- Facebook: The products using in any sports event or used by any renowned athlete can easily attract people. You can post by referring to his using of that product on Facebook. You can also share the advertisement in the Facebook post. Also, you can run a Facebook ad campaign using that product. Nowadays, Facebook marketing is the best way to reach your targeted clients.
Ideas for Grassroots Sports Marketing
Image courtesy: Jutta putz
- Through Social Media: The gathering of people in social media is huge nowadays. To reach more people about something using any social media like Facebook or YouTube is the best way. You can post or share a video telling the benefit of the sports, how to play it, and all other details to increase mass interest in that sport.
- You can also create a YouTube channel to make tutorials about the sport. It will be helpful for people to gather more knowledge about the game. This will increase the possibility of making them eager to try the game on their own.
- Using News Portal: You can advertise the sports on any online news portal to make public interest. You can also use your Facebook post link or YouTube channel link as an advertisement; thus, people will have the opportunity to learn more about it.
Using Offline Platform
Though online platforms are most used in the present era, offline platforms also play a significant role in marketing. You can choose any offline platforms like newspapers, banners, and flyers. About using different offline platforms for three types of sports, marketing is given below:
- You can publish about your club or team’s performance details in any newspaper. It will help to introduce your team to people to gain public support.
- When your team or club is going to participate in any tournament, you must publish the news to let everyone know about that; thus, they can come on the match-day to cheer up your team.
- You can advertise your brand or any image with a renowned sportsman with your provided products through the newspaper to achieve public interest.
- In the case of Grassroots marketing newspaper articles on it will also be an effective way to increase public interest in it.
By Involvement of Manpower :
- Through Banner or Posters:
When any upcoming event happens in any area, you can décor the roads of the area with well-designed banners and posters as an advertisement for the event. You must include the teams taking part in that event. You can also collaborate with the sponsors in the banner.
- Using Mike:
You can arrange an advertising team to announce the upcoming event in the local area where it is going to take place. The team can make people know about the event by using a speaker and mike.
- By Local Media:
You can build rapport with local journalists and let them know about your activity to promote it among all sorts of people.
The market is very important for any business venture, and sports are not out of it. Even sports marketing is more significant to make team publicity, increase public support. It also helps different sorts of business people elaborate their business ideas through any sports by taking sponsorship.
To have a great profit from sports marketing, you need to understand all the marketing strategies very well and apply those effectively.