Close your eyes and imagine your favorite team on their home field, what do you picture? Is it the New England Patriots floating a game-winning pass (deflated or not) into the end zone at Gillette Stadium? Is it the Chicago Cubs hitting a home run over the wall at Wrigley? Or is Inter Miami’s Lionel Messi sending a rocket ball into the back of the net at Chase Stadium in Miami? And let’s not forget the most unforgettable moment in sports history, that time Michael Jordan helped the Looney Tunes win against Moron Mountain. Most of those moments live rent-free in a sports fanatic’s mind, but the brands present in these famous moments are an intrinsic part of that experience. Each of those arenas or stadiums is named for a brand, Gillette (the best a man can get), Wrigley (double your pleasure, double your fun), and Chase Bank (Chase What Matters). Using sports as a platform for brands and their marketing efforts have been so closely intertwined for so long, that it’s hard to separate those teams from the brands that support them.
As the globe prepares for the Summer Olympic Games and college and professional football approaches, marketers can take these sports opportunities to discover how aligning with teams can leverage brand awareness.
Remember those Titans? I mean, how could we forget?
While we’ve used large and recognizable brands with massive marketing budgets as examples, for smaller and mid-size businesses aligning your brand with a popular sports team is within reach. It just requires understanding your target audience and finding options within your budget. Many universities and local sports teams offer media kits with tiered pricing for promoting your business through their channels. Prices vary depending on the team and the promotional item. For instance, animated banner ads in a weekly e-blast might be more cost-effective than ribbon boards in the stadium but still provide a valuable opportunity to align your brand with sports and athletes. By tapping into the deep passion that sports fans have for their teams and idols, you can reach a wider audience and make a lasting impression on potential customers.
In addition, securing advertisement spots during live broadcasts ensures your brand is seen by a wide and varied audience. This extensive reach not only helps in driving sales but also enhances brand awareness and recall, positioning your business as a prominent player in the market. You can achieve this cost-effectively by purchasing broadcast packages early or utilizing Over-the-top (OTT) services.
Do you believe in Miracles?!
Sports marketing can significantly enhance a brand’s credibility. When a business partners with reputable sports organizations or high-profile athletes, it often inherits some of the trust and respect these entities have built over the years. This perceived endorsement can be incredibly valuable, as consumers are more likely to trust and purchase from brands that are associated with their favorite sports figures. Additionally, involvement in sports sponsorships and events demonstrates your company’s commitment to promoting healthy lifestyles and community engagement, further boosting its reputation.
Angels in the Outfield? Yeah, we saw ‘em!
Sports marketing allows for creative and interactive consumer engagement. Brands can create unique campaigns that involve fans directly, such as contests, giveaways and interactive social media activities. This not only fosters a sense of community and loyalty among consumers but also generates buzz and word-of-mouth marketing. Engaging fans in such meaningful ways can lead to a deeper emotional connection with your brand, encouraging repeat purchases and long-term customer loyalty.
Rudy! Rudy! Rudy!
Partnering with athletes and sports influencers can significantly boost sales. These individuals often have substantial followings and high levels of trust with their audiences. When they endorse a product, it lends credibility and encourages their followers to make purchases, leading to increased sales.
Leveraging sports advertising can provide numerous benefits for businesses big or small. By increasing brand awareness, generating credibility, engaging consumers, and collaborating with influencers, you can create powerful and lasting connections with your target audience. So as you cheer for your favorite team this season, consider how you can also score big for your business.
