In Sports Marketing

Sports marketing and online communication

A correct web marketing strategy combined with sports marketing consulting can contribute to improving brand development, brand awareness, and visibility. The technological growth we have witnessed in the past few years is dizzying: the wave of digitalization can be surfed by large corporations, which have the power to invest significant amounts of capital in digital innovation, and sports businesses alike, which now have the chance to enhance and promote their sport and the perception of what they are doing by going online. The first steps to start winning communications on the Internet include the activation of social profiles and an appealing website.

Sports and Social Networks

Social Networks have by far permeated everybody’s lives, none excluded. The most popular Socials used by sports businesses are, in most cases, Facebook, Twitter, and Instagram. No sports business can do without a Facebook page, and the latter needs to be supported by a properly structured social media marketing strategy. Similarly, businesses should investigate the possibility to create a Twitter account, which they may use to inform followers about events and results, including in real time.

Sports and online communication: websites

A carefully tended website is the business card of any sports business on the web: being online enables the business to inform the website users about its history, events and sponsors. This is not about a mere brand awareness operation, but rather having the opportunity to communicate and do marketing all-round. It all starts with the selection of the website activation and management service. Of course, the platforms to build your website on having different features. However, if you are a sports business and you are looking for a readily available tool that is user-friendly and cost-effective, 101 Sport may be the right platform to fulfill your needs.

Sports & Sponsorships: advantages offered by websites in terms of sponsorships and new members

Two essential aspects for sports businesses are the acquisition of sponsors and the expansion of their fan base. Having a higher number of sponsors offers a sports business the opportunity to grow – and to do it more rapidly – and to offer better services. A larger number of members, on the other hand, helps the business expand and take an increasingly significant position in the target universe. Needless to say, a club with many supporters is more appealing than a strong, but small team. These two aspects are connected and intertwined: if the business is strong for one aspect, it is very likely to be strong for the other as well.

Although there are many impacting factors, the key point here is that the presentation and the service a business offers can actually make the difference. Present your business in an appealing manner, help the audience find you and let them know what your offer is: this is all you need to begin with!

Websites are a good solution in this respect. If they are managed correctly, businesses can use them to proudly show their image, tell their story and foster their values. Sponsors will be more encouraged to partner with businesses that can communicate and assert their image, which will eventually result in minor sports clubs to being able to count on a larger number of members.

The intent of businesses should be to build wide databases filled with a multitude of information to be used for future leverage. Whatever a sports business builds on the digital platforms becomes an asset it can use to the benefit of customers, whether they are supporters or sponsors. Take a large club with thousands of followers, for instance. Socials are the ideal tool to inform such followers about what is going on, to fuel their passion, to make them loyal, and to talk to them straightforwardly: from birthday wishes (possibly offering a customized gadget) to offers concerning the subscription for the next season, just to draw a couple of examples. Any sports business should use its database to run CRM operations to gratify their supporters and win commercial returns.

At the same time, sponsors use the socials to pass on their message and image in a variety of fashions – sponsorship agreements, in fact, define the number and frequency of posts published on behalf of the sponsors. Such fashions may include a contest for followers to win a unique experience or a commercial offer with a special discount to be used when a new shirt is launched, just to mention a couple of examples.

Click this link if you wish to dig in the figures and understand the potential impact of the socials in Italy with reference to a very popular sport such as MotoGP (teams and riders).

If you are interested in getting more in-depth information and in verifying how a sponsor can use the socials of its team to fulfill its commercial and marketing goals, write an email to the following address:

Can we help you sign your best sponsorship deal?

Riccardo Tafà
Riccardo Tafà
Managing Director for RTR Sports, Riccardo graduated in law at the University of Bologna. He began his career in London in PR, then started working in two and four-wheelers. A brief move to Monaco followed before returning to Italy. There he founded RTR, first a consulting firm and then a sports marketing company which, eventually, he moved back to London.
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