Marketing in the field of sports

Sports marketing is a tool used to promote sports and individual teams. It can be seen all the time, both in seasonal and one-time competitions. This type of marketing has existed for more than 30 years. 

This area of activity is engaged in a specially trained person – a marketer. His task will be to sell the event to the fans, which in this case, act as consumers and media sponsors. Of course, the aim of this is to make a profit. The marketer works non-stop, thinking thoroughly through each action and analyzing the result. In addition, he constantly interacts with fans and customers, reminding viewers about the team. Examples of sports marketing can be seen both online, on sports sites like Cricket 360, and offline, at sporting events. The beauty of this type of marketing is that it is absolutely justified as well as native. It makes a massive difference in the trustworthiness of the target audience. 

What is the difference between pure sports marketing and sports marketing

These two concepts differ in the set of tools used and the approach. The former refers to working specifically with teams or athletes and events.

Marketing in sports implies the implementation of tools and approaches that are also applicable in other industries. For example, in business. The first type of marketing activity leads to a constant search for opportunities for integrated solutions for sports consumers, partners and sponsors, etc.

Experts say that marketing in the field of sports gives less effective results. Therefore, now this direction is not considered a priority and is promising. Instead, more attention is paid to sports marketing.

What tasks sports marketing performs

Marketing of sports clubs performs several tasks:

  • Make an impression on the fans. Show them a “vibrant” game that will evoke different emotions—for example, experience, interest, pride, and more.
  • Increase their loyalty to a particular team or athlete. Show their attitude towards a specific club or brand.
  • “Get” the media to publish articles that evoke emotion in the readers, encouraging them to take the side of the desired team.
  • Encourage the fan to be like their favourite player.
  • Attract sponsors. It is necessary to fully fund the needs and mutually beneficial cooperation while maintaining the club’s independence.

By accomplishing these tasks, the marketer achieves the following goals:

  • Fans’ empathy and participation in the life of the sports club are increased. They grieve over failures and rejoice over the victories of their favourite team.
  • The club gets a target audience in the form of loyal fans. They attract friends, relatives, colleagues, and acquaintances.
  • The sponsor can influence the fans, the demand for the sports product increases, and new potential consumers appear.
  • Seeing that the club’s popularity is growing, the media are increasingly writing about it in articles, telling in the news. Due to this, a large audience, among which there are potential fans and sponsors, learn about it.

It turns out that when the marketer works well, the demand for the sports product increases. All stakeholders benefit, and the state does not stand aside either. It receives a tax on its budget.


The following types of sports marketing can be distinguished:

  • Advertising of sports and associations. For example, the Olympics, Spain, Football League, Barcelona, etc.
  • The use of sports events, clubs, and players to promote products.
  • Popularization of a particular sport to attract new participants.

The promotion of sports and associations is directly related to sporting activities. When using sporting events and other things to promote products, the products offered may be related to it, but not necessarily. A prime example of this is soccer player Cristiano Ronaldo promoting shampoo. In this case, it would be the sports marketing mentioned earlier.

What tools are used

The following tools can be used to achieve the objectives:

  • Constant interaction with the media. Creation and printing special editions (biographies, articles, etc.) and reports. Timely acceptance of incoming requests, short and full press conferences.
  • Carrying out special events. For example, master classes, meetings with fans, creating glory museums, etc.
  • Advertising through the World Wide Web. For example, creating own website, fan pages on social networks, information placed on the profile portals, and endless studying of information on Internet resources.
  • Creation of corporate culture and team building.
  • Lobbying, increasing influence, receiving state support.

Marketing activity does not use any one tool. Instead, they are applied in a complex to achieve practical results.

The marketer’s role in the club’s life is as important as the activities of the coach and the players. With him, it is possible to draw attention to the team, even if it will have great victories, because a broad audience will not know about them. In addition, marketing involves working with sponsors because the financial side is also significant for the players, the team and the sport.

Marketing is a science. You cannot become a professional just because you come from the street, even if you know about soccer, basketball etc. This area of activity needs to be specially trained. 

Best examples of marketing in sports

BMW and bike manufacturers Specialized

The legendary BMW and bike manufacturer Specialized has released a limited edition of an electric bike. Its model is called Turbo Levo FSR 6Fattie. This series of cycles used BMW-branded paint and colours. And they built a charging base into the BMW 3 Series to charge the bikes. Five hundred bikes are sold in Specialized stores, and 500 are sold in BMW dealerships. In addition, a Swedish Specialized rider made a great video at the world’s largest auto show, the IAA in Frankfurt.

Puma and Usain Bolt.

That’s what a true partnership is all about. Puma and Usain Bolt have been working together for more than 15 years, during which time the athlete has been the brand’s ambassador. Now that Bolt has finished his career, Puma has no intention of “parting ways” with him. In an interview with the German newspaper Handelsblatt, Bjorn Gulden, CEO of Puma, said: “Usain Bolt could play an even more critical role for us when he finishes his career. He may head the Puma office in the Caribbean.

Discovery and Michael Phelps

Swimmer Michael Phelps, the only 23-time Olympic gold medalist in the history of the sport who ended his athletic career in 2016, participated in a cool Discovery Channel media project.

The project resonated on social networks and the media, creating once again a buzz around the personality of Michael Phelps.


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