Pasion, pain, anguish, joy and above all, loyalty to the brand, to the team. In today’s article we talk about sports marketing

Sport as business

It is surprising how the number of sports-related businesses has evolved exponentially, becoming an extremely important factor in the economy. In addition to this, it causes worldwide expectation, and people are even more attracted by passion, that is, this attraction touches the hearts of fans, which generates profitability since passion generates consumers.

In the early 1980s, the NBA Finals were broadcast on tape delay in the United States. Today, they are one of the most watched (live) sporting events on the planet. At the same time, those who went jogging for fun were in the minority. Today, running is one of the most practiced epl중계 on the planet. Both are examples of what sports marketing can achieve.

From large football clubs to the neighborhood gym, through distributors and sellers of sports equipment, federations and associations and, of course, brands and athletes themselves come together in sports marketing. Its objectives: to boost the business and reinforce branding. New technologies and social networks are taking it to a new level. But, let us start at the beginning:

What is sports marketing? 

Sport marketing is a subdivision of marketing which is focused on both the promotion of sporting events and the promotion of other products and services related to sporting events and teams.

It is a service in which the item to be promoted can be both a physical product and a brand. The goal is to provide clients with strategies to promote sports or promote something related to their sports brand.

Sports marketing is part of the essence of sport, we see merchandising everywhere, on the fields, television commercials, redesign of team logos, anthems… It is a study phenomenon.

Sports marketing were born from the hand of Philip Knight co-founder of Nike, who signed the first millionaire contracts with athletes. He also made sports shoes and sportswear a luxury, from then on, there were many brands that adopted this same philosophy and embarked on their path towards association with the values ​​of sport and athletes.

Differentiate the types of sports marketing:

Marketing of sporting events when the marketing effort is devoted to the promotion of an event, we speak of marketing of sporting events. Its objective is twofold. On the one hand, publicize the existence of the sporting event. On the other hand, give visibility to the sponsors who have committed to said event.

Marketing of sports products or services when watch, drink, car or any other product or service companies sponsor a specific event, a team or a specific athlete, these brands try to associate their name with the values ​​of said sport, thus trying to attract the audience of that sport to your brand.

This type of sports marketing is characterized lately by the use that improves the level of loyalty of brand users. This is what makes some athletes sign really millionaire contracts to display the logo of a brand on or off the tracks.

Marketing of entities or athletes: When it is sports entities or athletes who work to improve their brand image and visibility. For example, FC Barcelona’s strategy of displaying the Unicef ​​logo on its shirt made a great work with the image of the team, which came to sign a millionaire sponsorship contract with Rakutenchi. In fact, the most expensive contract in football today.

Define the emotions that this sport generates

Sports marketing directly target the emotions of sports fans. Therefore, you must find athletes and idols that fit the vision that you want to convey and its history.


Customers in the sports market are fanatics. While consumers of most goods and services see value and functional benefit in a purchase (which detergent will be better?), fan evaluation is entirely emotional.

Sports marketing does not seek to attract consumers, it seeks to attract fans. Building a strong fan base is the main difference between sports marketing and traditional marketing.

Fans of the Guarani club, which is one of the largest in our country. Not missing games and that the team feels the support is essential at the time of the game.5. RUN ONLINE AND OFFLINE CAMPAIGNS

To appeal to precisely those feelings, they have to figure out a way to reciprocate those values ​​and get attention. For this they can combine online strategies with strategies in the physical world to create a better impact.

In 2010, Olympique de Marseille (France) won Ligue 1 and the Coupe de la Ligue and went to Paris (city of the eternal rival) to flood them with club shirts and badges.

Create sport events

• As the “Day of the Fan”

• Charity or friendly sporting events.

• Regional, national and international tours.

• That fans can attend training sessions.

• Press conferences.

Tours of the stadium or sports center

One of the cases is voting to see what they want to appear on the shirt, on the website or in the name of a slogan for the club or athlete in question. Another example of this idea is that of EA Sports FIFA 17 (yes, video games are also an important part of this business). In this promotion, fans will have the opportunity to vote for the player who will appear on the cover of one of the best-selling video games in the world.

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