The Use Of Sport Marketing.
Today we see marketing in sport in just about every aspect of it, no matter how big or how small.
The use of marketing in sport has become a multi billion dollar business in just North America alone. In 2014 sponsorship spending was $14.35 Billion dollars, which was an increase of $3.07 Billion dollars since 2009, and has already surpassed that in 2015.
SOURCE: Statista 2015
There are two ways which marketing in sport is used. Marketing for sport and marketing through sport. Below I have compiled some examples of both.
MARKETING FOR SPORT:
Using the marketing mix (4 P’s) to promote participation in or support of sport.
https://youtu.be/RdLcUojNnsU
Here is an AFL ad promoting the 2015 AFL season, this ad target all types of AFL supporters as well as establishing to those who may have not been involved in the sport before. It attempts to attract people to join in supporting the AFL season, igniting a passion for the sport by connecting with the fans and saying “it’s your game”.
https://youtu.be/HlLKU_lWqrk
In the video above it markets it towards the promotion of a particular part of the seasons calendar for that sport. It engages with passionate fans for the playoff series during the NHL season with the ultimate goal to win the Stanley Cup. This ad uses passion, emotion and sportsmanship to connect with its viewers.
https://youtu.be/SxBL-qImwQU
This is another form of marketing for sport focusing on promoting a once off single event. The ad engages fans through passion from all walks of life incorporation many different cultures and ages into the ad.
MARKETING THROUGH SPORT:
Samsung was just one of the select major sponsors for the 2012 London Olympic Games. At theses Olympics there were only 11 top sponsors for the event generating $950m revenue (Statista, 2015). The image above is and example of a company outside of sport using there image and name incorporated into the running of the event. In this case the Olympics torch relay was named after it.
https://youtu.be/WVdo8ZxDU7M
Above Intel uses a clever ways to connect with fans and customers using marketing through sport with Barcelona FC.
Hershey Reeses found content marketing gold in its partnership with the NCAA. Their strategy spills onto three social media channels –Facebook, Twitter and YouTube –but they created a hub that is perfect.