The concept of creating a shared value between sports teams, local communities and fan communities is stronger than ever.
Whether you’re an athlete or a fan of sports, follow an individual team or a player, or casually watch from time to time, sports will bring out your team spirit and provide inspiration and hope in untold ways.
Sports brands have a very powerful role in their fans’ lives, which means they need to think about how they operate their business, how they engage fans and what kind of messages they deliver to society. The concept of creating a shared value between sports teams, local communities and fan communities is stronger than ever. Though it’s hard to know what’s coming, keep reading to see what’s trending in the world of sports marketing as I see it.
Experiential marketing in sports creates immersive and memorable experiences for fans by connecting them directly with the brand and the sporting event. Through interactive activations, live demonstrations, and fan engagement activities, experiential marketing enhances the emotional connection between fans and the sports brand, leaving a lasting impact and fostering brand loyalty.
Sports marketing is increasingly about giving customers the feeling that they are a part of something good, something that contributes to their life in a meaningful way. We are all eager to experience life in its full glory and participate in or attend sporting events. And live events are at the top of the list. Brands will continue to drive authentic engagement through experiential marketing activities on the ground by delivering experiences that matter.
GoPro delivers fan experiences through unique POV action sports content, sponsored sporting events, partnerships with athletes and ambassadors to create an authentic community of fans across sports, adventure, travel enthusiasts bound together with the additional passion for immersive content.
Hyperice employs experiential marketing by partnering with sporting teams, leagues and teams, athletes and organizing interactive events and workshops where athletes can experience the benefits of their recovery products first-hand, creating opportunities for athletes to engage with the brand and enhance their performance and well-being.
Health and wellness technology has emerged as a competitive advantage for athletes and sporting organizations, offering optimization of performance, improved recovery, and injury prevention. The correlation between enhanced fitness levels, physical well-being, and mental health has become evident, positively impacting an athlete’s overall performance. As a result, athletes and sports/fitness facilities are increasingly investing in health and wellness technology to stay ahead in the game and ensure continued improvements in their athletic pursuits.
Brands are leveraging this opportunity by integrating health & wellness into their marketing strategies. We are seeing brand collaborations with health tech companies to enhance athlete’s wellness experiences that align with the brand’s values. Brand Managers are also investing in data analytics capabilities to harness the power of the health and fitness app data to personalize user experiences and provide targeted recommendations.
Hyperice, as an example, leverages data from partner fitness apps such as Apple Health, Garmin, or Strava to personalize user experiences and offer targeted recovery sporting events and athletes.
This approach not only solidifies Hyperice’s position as a trusted brand but also demonstrates their commitment to meeting the unique recovery needs of athletes and fitness enthusiasts.
This approach not only solidifies Hyperice’s position as a trusted brand but also demonstrates their commitment to meeting the unique recovery needs of athletes and fitness enthusiasts.
The adoption of wearable fitness trackers and smartwatches has empowered athletes and teams by providing them with real-time data on vital signs, sleep patterns, and training metrics. This technology enables them to make informed decisions, track their progress, and customize training routines to gain a competitive advantage.
Brands are recognizing the potential of wearables that integrate internet services with social network features, exemplified by platforms like Strava, especially in activities like running and cycling. Brands actively participate in creating, engaging, and inspiring these communities, driving further advancements in the field.
This increased use of wearable devices not only benefits athletes but also provides valuable insights to brand managers regarding their target audience’s fitness habits and preferences. By leveraging these trackable devices in sports, brand managers can collect data on user behaviour, training patterns, and performance metrics. This data empowers them to create personalized marketing campaigns and tailor product offerings that cater to specific needs and preferences.
For example, Puma India’s “Let There Be Sport” campaign featuring its brand ambassadors – Virat Kohli, MC Mary Kom, Sunil Chhetri, Avani Lekhara, to Bhagwani Devi and everyday athletes. Puma leveraged the data collected from wearable devices along with a formal research conducted with Nielsen Sports to create a locally relevant marketing campaign that catered to the specific fitness habits and preferences of their target audience, empowering brand managers with valuable insights to drive engagement and sales.
In their pursuit of wealth creation, athletes are increasingly looking beyond their sports careers and venturing into businesses and investments. These endeavours are often influenced by their personal experiences with products they have used and developed a fondness for, as well as products that align with their passions. By leveraging their first-hand knowledge and enthusiasm, athletes can make strategic investments in industries they are genuinely passionate about, leading to potential long-term success and financial growth. This trend not only diversifies their income streams but also allows athletes to build a legacy beyond the field or court, creating opportunities for both personal fulfilment and financial prosperity.
Athletes will continue to turn investors in relevant start-ups and businesses as we go along. For example, Virat Kohli became the first Indian Hyperice athlete-investor to join the growing list of athlete-investors such as Naomi Osaka, Earling Haaland, Amanda Nunes, Daniel Riccardo, Rory McIlroy, Ja Morant, and many more.
From a brand manager’s perspective, understanding the emotional connection fans have with sports and their desire to showcase support for their favorite teams or athletes is crucial. This emphasizes the importance of licensed merchandise, as it allows fans to express their loyalty and commemorate their experiences. Incorporating brand licensing into sports marketing strategies can not only increase retail visibility and promotion but also provide a lucrative opportunity to generate additional revenue through royalties, capitalizing on the strong sports brand and fan base.
WWE has capitalized on the opportunity by creating a wide array of licensed merchandise, including action figures, apparel, video games, and collectibles, that deeply connect with their dedicated fan base. Through strategic partnerships and effective promotion, WWE has achieved extensive retail visibility, driving substantial revenue through royalties and establishing themselves as a prominent brand in sports entertainment.
Brands leverage their athletes and the available fan base to further drive a narrative through authentic content on social media. We will see a continued rise in athlete voices on social media as they inspire their audience to stay active, be fit and start taking care of their overall wellbeing. We will see more content collaboration with athletes, especially with Instagram’s new collabs feature that allows brands to continue to leverage the athlete’s fanbase and vice versa. Brands and consumers are placing high importance on authenticity and relatability, which translates to a greater engagement even with athletes seen as influencers or brand advocates who have smaller followings but are aligned with brand values. Brands will continue to nurture innovative partnerships that deliver high engagement and authenticity through UGC content for social media.
GoPro exemplifies this by harnessing the power of authentic content on social media. Through collaboration with athletes and leveraging their fanbase, GoPro creates compelling user-generated content that not only promotes an active lifestyle but also facilitates seamless storytelling, contributing to a continuous cycle of engagement and brand affinity.
Digital content is more important today than ever. Younger fans continue to consume differently than older generations—so short-form, unique content, and surrounding events/athletes are going to create huge emphasis. Not to mention the importance of second-screen content. Of course, there is a sizable audience for live matches, but the audience for ancillary content on the second screen is equally appreciated. We are already seeing increased original content from both professional and amateur athletes. Sports marketers will draw more emphasis to unique, platform-specific ancillary and non-live content through new and emerging content distribution channels.
GoPro showcases the significance of digital content by creating short-form, unique content featuring athletes and events, catering to the preferences of younger fans who consume content differently. WWE also understands the importance of second-screen content, engaging their audience through ancillary content that complements live matches, attracting a sizable audience and showcasing the value of platform-specific content distribution channels in sports marketing.
Catering to international fanbases is challenging—one such challenge is that live broadcast cannot be at a convenient time for many fan bases internationally. Here digital will be huge, not only for highlights and content but also for other creative ways to enjoy the sport’s momentum apart from watching it on TV. This will boost opportunities like multi-viewing or working with local influencers or athletes to create content around the experience in a locally relevant way for a particular market.
WWE effectively addresses the challenge of catering to international fan bases by leveraging digital platforms, providing highlights, and
creating innovative ways for fans to engage with the sport beyond traditional TV viewing. Through collaborations with local influencers and athletes, WWE creates market-specific content that enhances the overall experience for fans in different regions, amplifying their connection to the brand and expanding its global reach.
Fantasy sports enhance fan engagement by providing a participatory
experience based on real-world player performances, fostering deeper
connections and increased interest in the sport. Sports brands can
leverage this opportunity through partnerships with fantasy platforms,
offering exclusive content and prizes, as well as creating their own
branded leagues to engage directly with fans and expand their reach.
Video games hold significant importance for a sporting league or team
as they provide a unique avenue to engage with a younger demographic
of fans who are avid gamers. By having a presence in the gaming world,
leagues and teams can increase brand exposure, foster fan loyalty, and
create new revenue streams through e-sports tournaments, virtual fan
experiences, and partnerships with gaming platforms. This trend allows
brand managers to capitalize on the existing passion and loyalty of
sports fans by associating their brand with popular sports franchises
within the gaming world. By partnering with game developers or
securing licensing agreements, brand managers can increase brand
visibility, engagement, and revenue opportunities among the large and
dedicated community of gamers who are also sports fans.
The inclusion of women in sports is important for a number of reasons.
First, it provides female athletes with the opportunity to compete at
the highest level and achieve their full potential. Second, it helps
to break down gender stereotypes and promote equality. Third, it can
inspire young girls and women to get involved in sports and physical
activity.
The Women’s Indian Premier League (WIPL) is a great example of how
women’s cricket is growing in popularity. The tournament was launched
in 2018 and has quickly become one of the most-watched women’s cricket
leagues in the world. The WIPL has helped to raise the profile of
women’s cricket in India and around the world, and it has also
provided a platform for female cricketers to showcase their skills and
talent.
The WIPL is just one example of how women’s sports are growing in
popularity. There are now women’s leagues in a variety of sports,
including football, basketball, and rugby. As more and more women get
involved in sports, we will see a continued decline in gender
stereotypes and an increase in equality.
As a case in point, Puma India’s work with Indian women athletes is an
important step in promoting gender equality in sports. Puma India has
signed up several WIPL athletes as brand ambassadors, including
Harmanpreet Kaur, Smriti Mandhana, and Jemimah Rodrigues. By working
with these athletes, Puma India is helping to raise the profile of
women’s sports and inspire young girls and women to get involved in
physical activity.
