Increasingly stronger and more present, Sports Marketing has proven to be a very efficient and lucrative tool for generating business opportunities.
Thiago Petrocchi
Jun 30, 18 | 8 min read
Reading time: 6 minutes
And anyone who believes that this strategy only works for certain market segments is wrong. By combining consumption and passion, it is an excellent tool for anyone looking for new methods of using Digital Marketing .
Sports Marketing and its differences with other types of Marketing
To understand what sports marketing is, it is necessary, first, to know what Marketing is .
According to Philip Kotler , a world authority on the subject, marketing is the ability to produce and deliver a market demand and generating profit is the ability to distinguish that demand, and not simply wants.
It is from there that Marketing and its tools come into action to offer and promote the services and products demanded by a certain market.
Now that the meaning of Marketing is clearer, we can talk about Sports Marketing.
Sports Marketing is a segmentation of Marketing whose main function is to generate business opportunities in the world of sports and use sport as a tool for Marketing strategies.
That is to say: creation and execution of marketing tricks in the sports environment and in everything that surrounds it, be it brands, clubs, teams, athletes, equipment or personalities.
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History
The concept and practice of this type of Marketing began to appear in the early 1920s.
The American company Hillerich & Bradsby (H&B - currently known as Slugger Museum & Factory ) launched a marketing strategy and led the production of baseball cleats at the time.
This action triggered several others and sports began to be seen as business opportunities with extreme potential.
Americans saw and understood that australia whatsapp number data sports generated —and still generate— business opportunities with high potential for movement and application of funds and extremely lucrative.
A sports culture then emerged in the United States . As a result, sports marketing was the most efficient tool to increase revenue and make brands, events and athletes more involved with the public and sport as a business.
This culture spread throughout the world. In each country, sports marketing was responsible not only for business, but also for the development and growth of the cult of sports.
Obviously, each place had its own sporting preferences. Then, new business opportunities were and still are created.
For example, football in Italy, rugby in South Africa, tennis in Spain and many other different sports in different countries.
However, Sports Marketing is also responsible for determining a harmony between production and consumption .
For the market, when this balance is out of balance, there is no other word to describe this situation than failure.
That is why, again, it is important to highlight and use Marketing concepts and techniques, such as defining personas , audience knowledge and research, and promoting relevant content and information to attract and engage people.
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Why does Sports Marketing work?
It all starts with the passion of people and also fans for a certain sport, team, event or athlete.
Based on this "passion factor", Sports Marketing strategies act to encourage this feeling and attract new followers. The math is simple.
Sports marketing, when well planned, developed and implemented, gives a return. The ROI in these cases is always positive. And you can see some examples of this below:
Success stories
The use and application of sports marketing occurs in various ways and in various aspects.
Currently, two cases stand out for the immense amount of money they move and for the power of attraction and retention of the public they possess.