Sports events marketing

Sport marketing impulses memberships, sales, and recognition. These factors represent the biggest benefits for the companies, the athletes, the associations, the leagues, and sport event managers. Well planned, effective marketing helps to understand the customer and the marketplace. Also, informed marketing decisions help increase status and importance in people’s lives, sport is considered a profitable and sustainable marketing source.

Sponsorship, athlete endorsements, stadium naming rights, TV advertising, TV network deals, signage, etc. are all ways for a club to monetize the goodwill of their brand. All of these represent indirect revenue sources funded from advertisers whom are seeking one thing; reaching a specific, targeted audience.


Benefits of sports sponsorship

Create Awareness, Visibility & Recognition
Increase Brand Loyalty
Sample/Display Brand
Drive Retail Traffic
Generate Geographic and Consumer Targeted Leads
Entertain Clients
Incentivize Retailers, Dealers & Distributors
Recruit/Retain Employees
Showcase Community Responsibility


Sports marketing evolution

‘Marketing through sport’ is a concept that’s been used since the 1980s, but has increased in importance in the last two decades due to the growth and expansion that the different types of sports have enjoyed since then. “Marketing through sports” it is a marketing strategy that can be used in sports in two different ways. First, the use of marketing and promotion can be carried out through the sport or through the sports club. In the first case, the use of marketing is under responsibility of the different sporting associations, while in the second case, the responsibility falls on the different sports clubs. In this manner, marketing and promotion through the sport and through the club involve sponsorship, corporate events and boxes, licensed merchandise, names and images also known as “endorsement”, advertising through broadcaster, advertising such as advertising as ground signage/clothing/equipment advertising, promoting games, promoting using players/club/league or developing ‘business opportunities’.