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Marketing is important for sports teams, just like any other major company or franchise. But sending a team of players onto the field is not so easy. It requires a venue, which requires ticket sales and sponsorship to operate. And to drive those sales, fan engagement and marketing are key pieces of the puzzle.
Unlike the marketing of experiential events, the sports world does not engage in overt product sales activities, and instead aims to convert fans into customers by leveraging their enthusiasm for viewing.
Here, BizBash spoke to three sports marketing veterans to reveal the key tactics of a strategy that fellow event professors might add to their roster. You decide who will be his MVP for the next campaign…
When asked about the details of sports marketing, Jaclyn Thomas of RCX Sports said that while text-based marketing materials are being phased out, inclusivity and accessibility are important.Photo: Provided by RCX Sports
1. Define stakeholder goals before you start planning.
That’s the perfect play for Jaclyn Thomas, chief marketing officer of RCX Sports, a youth sports experience company that also operates the exclusive operator of NFL FLAG, the NFL’s official flag football league.
Defining key metrics even before creating a blueprint helps marketers understand how budgets will be affected and “determines the level of marketing that needs to go into the experience.” Thomas tells BizBash.
“It also helps manage expectations and deliverables” for these stakeholders, Thomas says.
2. Involve the community.
One of the biggest differences between sports marketing and more traditional festival marketing is that “fandom is intense.” Elliot Curtis, vice president of creative at Game Seven Agency, said:
“When marketing a particular sport, athlete, moment, or product, you’re likely talking to a consumer who knows more about the topic than you do. Just like the players and coaching staff, you have to do the same. “No,” he explains. We have to be prepared to give our best game with a lot at stake or our fans will let us know. ”
With that in mind, the play should be obvious, Curtis says, noting that ideally, “people with a real connection to the subject matter would be deeply involved in the creative and planning process.”
“Some consumers are very knowledgeable and passionate about the sports field, so be sure to include subtle details and nuances that show your brand understands. Please do so,” he added.
3. Familiarize yourself with the terms of your partnership transaction.
“Almost everything in sports is a salable asset, and most players, teams and leagues certainly take advantage of that,” Curtis points out. “Knowing what you have access to and what you don’t have in terms of a player’s profile, his team, his IP in the league is very helpful. [intellectual property], and other partners in the field. ”
Despite the potentially strict guardrails, “this doesn’t mean you should completely avoid anything that’s inaccessible,” Curtis says. Instead, think about how you can have a “really creative, personal moment.” [you] Usually you shouldn’t do this without breaking the rules. ”
In the world of sports, games can be announced more than six months in advance, giving marketers long lead times and the challenge of keeping fans engaged throughout the game. Thomas suggests that he considers this in three stages. “Marketing leading up to the event, building interest during the event, and continuing to build engagement after the event.”Photo: Provided by RCX Sports
4. Create a promotion plan that’s not too solid.
Thomas says they need to be confident not only in each channel they’re marketing to, but also in the timeline of each deliverable, and “clearly align all aspects of the campaign” when it comes to brand messaging and creative assets. That’s it. ” But in the world of sports, “you also have to be ready and able to adjust on the fly,” Thomas says.
“I think everything happens like that, but when it comes to sports, something can happen that takes it in a new direction,” Thomas points out. ) winning streaks, wins and losses of athletes in games the night before they appear at an event, and the list goes on,” Curtis added.
In such cases, “the audience is already [emotionally] It’s “connected,” and it’s not shy to use this to “enhance the experience even more,” Thomas says.
5. Don’t force brand deals.
“Forcing a brand to do a deal with an athlete when it doesn’t make sense or makes sense is a big red flag,” Curtis said. “The best talent deals in sports marketing occur when athletes and organizations have a genuine connection to a brand or product. If that doesn’t already exist, the talent won’t be excited to participate. , and so do the fans.”
Curtis also advises against athlete-driven contests and sweepstakes. “Sure, they sound like fun, but every corner of social media is now filled with bots and scammers just trying to get free stuff. This effort is likely to miss the mark, as it is very likely that these consumers are not the same.”
“The best ideas are new ideas,” say Joe Silberzweig and Adam Richman, co-founders and co-CEOs of Medium Rare, the event production company behind Guy Fieri’s Flavortown Tailgate. .Photo: Provided by Medium Rare
6. Think of athletes as consumers.
“Especially during big sports moments with so much talent in one city, try to build an experience that big-name athletes want to be a part of, even if they don’t get paid,” Curtis says Mr.
For example, Game Seven produced Hennessey Arena for the 2023 NBA All-Star Game. “More than 25 NBA and WNBA players were in attendance, several of whom were actually in line to get in,” Curtis recalled. “Performances, audiences, interactive elements and content moments are all scrutinized to be cool no matter how famous, and it shows in our guest list.”
By hosting such events and “joining the conversation,” marketers can also “make athletes more relatable.”
7. Let’s get down to business!
Joe Silberzweig and Adam Richman, co-founders and co-CEOs of Medium Rare, the event production company behind Draft Weekend’s Kells Jam event, agree that simple, easy-to-understand marketing should be a priority. That’s what he says.
To achieve this, the pair say honing their copywriting skills is the key to success.
8. Ditch highly produced social media content.
Lo-fi content is emerging, Curis says, referring to DIY-type photos and videos that opt for minimal editing that highlights the subject’s personality and embraces imperfections.
“Instead of treating video shoots with athletes as highly staged, sacred moments, consider finding ways for athletes to have fun, show their individuality, and encourage fan engagement,” he said. added.
Silberzweig and Richman also say more authentic content is needed to truly “change the game.”
“Consumers are smarter than ever and really need to feel excited from athletes and celebrities. Traditional promotional social posts just don’t cut it anymore,” they say.
Silberzweig and Richman point out that to truly “change the game,” we need more authentic content and more revenue from our marketing efforts.Photo: Provided by Medium Rare
9. The best ideas are new ideas.
As Silberzweig and Richman advise, “the best ideas are the new ones.” Even better, thinking outside the box “doesn’t require a big budget.”
Thomas also emphasized the importance of unique ideas, especially on social media, where it can be difficult to stand out. “Don’t underestimate yourself by following trends in hopes of getting noticed,” Thomas advises. Especially if the opportunity doesn’t fit your brand.
10. Consider how inclusivity and accessibility can elicit higher engagement.
Making all marketing materials comprehensive and accessible is Thomas’ proven method for increasing engagement, she told BizBash. For example, find smart ways to engage a diverse audience beyond just participating in Pride Month. Also, be sure to use alt text (descriptions of visual details) in all your digital campaigns whenever possible, as a tool to help visually impaired people navigate the internet.
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