{"id":237647,"date":"2016-12-21T23:00:00","date_gmt":"2016-12-21T22:00:00","guid":{"rendered":"https:\/\/rtrsports.com\/sports-marketing-definition\/"},"modified":"2024-08-09T02:53:54","modified_gmt":"2024-08-09T00:53:54","slug":"sports-marketing-definition","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/en\/blog\/sports-marketing-definition\/","title":{"rendered":"ABCs of Sports Marketing"},"content":{"rendered":"

<\/p>\n

What is sports marketing? Sports marketing definitions from A to Z<\/strong><\/h2>\n

From sponsorship activation to the potential impact of Generation Z, there are lots of different aspects to sports marketing<\/strong>. It\u2019s a multiverse operation, with lots of varied and exciting aspects, after all.<\/p>\n

So, what are the hottest themes in the sports marketing <\/strong>and sponsorship industry at the moment?<\/p>\n

Here, we\u2019ll go from A to Z to try and decode the sports marketing alphabet.<\/p>\n

But before we do that, a quick definition of sports marketing<\/strong> from the experts at Wikipedia:<\/p>\n

\u201cSports marketing<\/strong> is a subdivision of marketing which focuses both on the promotion of sports events and teams as well as the promotion of other products and services through sporting events and sports teams\u201d<\/p>\n

Got it – so here\u2019s your A-Z of this highly lucrative industry\u2026<\/p>\n

A \u2013 Activation<\/strong><\/h3>\n

In sports marketing<\/strong> a practical approach is essential – because of course, sports marketing strategy or\u00a0<\/strong> sports sponsorship<\/strong>\u00a0is nothing without activation. Clear objectives are essential too.<\/p>\n

When it comes down to making it work,sports marketers<\/strong> are focused on PR opportunities, online content, contests among fans, and use of show-bikes and show-cars – without this level of activation, your campaign is unlikely to have the desired ROI.<\/p>\n

B \u2013 B2B <\/strong><\/h3>\n

Sports marketing<\/strong> puts your brand on the map and opens all kind of doors for new deals with other companies, both nationally and internationally. Investing in sports sponsorship<\/strong> is like being part of a very exclusive club, where members can share opportunities and make business. Just think of the corporate hospitality opportunities\u2026<\/p>\n

C \u2013 Club<\/strong><\/h3>\n

To make real impact in the sport industry, we have to begin from its very foundation: clubs. Sports Clubs<\/strong> with a solid financial structure, stadiums of their own and a strong fanbase and youth sectors are the future of any sport – so why not invest money in sponsorship and be part of their growth?<\/p>\n

D \u2013 Data\u00a0 <\/strong><\/h3>\n

Market research is the first step towards a great and successful sports marketing plan<\/strong>, whilst measuring and monitoring of results is key to proving a successful operation. As all marketers know, you need data to perform and succeed in the field. From demographics to on-screen-visibility to audience monitoring to sales, the truth is often in the cold, hard figures.<\/p>\n

E \u2013 Engagement<\/strong><\/h3>\n

What makes sports marketing<\/strong> work? Like activation, engagement is one of the main things that makes sponsorship and sports marketing campaigns<\/strong> so successful. Sports Brands need to stand by their customers just as teams need to be close to their fans, and luckily enough we have the technology just to do so. Social media and apps ensure a strong relationship, but marketeers need to be clever and truly passionate to break through the noise (of course, RTR Sports Marketing<\/strong> call help you do this.)<\/p>\n

F \u2013 Facebook<\/strong><\/h3>\n

At 1.5 billion daily active users Facebook is the largest social media platform on earth, and its size and reach clearly make it the perfect communication tool for companies, teams, athletes and agencies worldwide – although the risk of getting lost in the noise is always there. Experienced marketers need to find new, more exciting ways to engage with fans and communities, or they will be surpassed by an ever-growing, highly skilled generation of young page administrators and influencers. Facebook marketing, as with anything, is not 100% guaranteed.<\/p>\n

G \u2013 Growth <\/strong><\/h3>\n

Overall expenditure in sports marketing<\/strong> is growing steadily. In 2016, according to Forbes, almost $50 billion was spent by sports marketers in the sport industry. Europe is leading the pack, with an expenditure of $14.5 billion, while North America follows swiftly at $13.8 billion. Clearly, this is an industry that\u2019s growing – and one that has a world of potential for those who want to invest.<\/p>\n

H \u2013 Hospitality <\/strong><\/h3>\n

Corporate hospitality programmes at sports events are among the most loved benefits of sports sponsorship<\/strong>. They allow you to take your best guests and\/or clients to the most prestigious sporting events, to experience VIP services, exclusive behind the scenes tours, and explore privileged venues and views. In VIP villages, this is all part of the menu.<\/p>\n

I \u2013 Internationality<\/strong><\/h3>\n

Maybe the top reason why sports marketing<\/strong> works? Sport is a huge, global show, capable of crossing geographical, linguistic and cultural borders. Think of major events, such as MotoGP, the World Cup or the Olympic games, which attract millions of fans around the planet. Sports marketing campaigns<\/strong> are a highly effective tool of communication, especially for business that operate all over the world.<\/p>\n

J \u2013 Jordan<\/strong><\/h3>\n

The best basketball player of all times retired at the end of the 2002-2003 season, which means we\u2019ve had over 15 years without Mike. Still, the six-time NBA champion remains one of the highest paid athletes in the world, active or retired. Forbes estimates $110 million as the annual income of His Airness, mostly thanks to the Jordan Brand. Cool.<\/p>\n

K \u2013 Key Performance Indicators<\/strong><\/h3>\n

Sports marketing strategies and sponsorship programmes can and must be measured if we want the industry to be credible. The right Key Performance Indicators (KPIs) must be clear at the start of all projects and must be achievable and impartial – this guarantees ROI for your clients and will hopefully lead to successful long-term partnerships for you.<\/p>\n

L \u2013 Licensing<\/strong><\/h3>\n

Too often set aside as a weak back-up plan for cheap apparel manufacturers, brand licensing is actually a user-powerful marketing tool, providing your business with an opportunity to reach a wide and target audience by exploring new markets and distribution channels.<\/p>\n

M \u2013 MotoGP <\/strong><\/h3>\n

The pinnacle of sports marketing <\/strong>and of two-wheel racing is growing bigger and bigger, thanks to a lineup of superstars and an excellent production and distribution plan. With 19 races in four continents, the MotoGP<\/strong> Championship in one of the most powerful marketing platforms in the sports arena. If you want to get involved, contact RTR Sports Marketing<\/strong>.<\/p>\n

N \u2013 Nike<\/strong><\/h3>\n

With brand value alone sitting at around $20 billion, Nike is the most valuable brand in the sports business. Thanks to huge sponsorship deals with professional sports leagues such as the NFL and the NBA and agreements with the world\u2019s top athletes and teams, the brand is once again one of the main players in the global sports scene.<\/p>\n

O \u2013 Online <\/strong><\/h3>\n

The future is digital. It\u2019s not enough to think only of reaching sports fans and stakeholders via their apps and through their phones – it\u2019s essential that marketers know that more and more often digital devices are used as for \u201csecond-screen\u201d viewing. Of course, utilising this can maximise the opportunities all round.<\/p>\n

P \u2013 4 Ps of marketing, and the fifth<\/strong><\/h3>\n

Philip Kotler gave us one of marketing\u2019s most important theories: the 4 Ps. A good marketing mix is the successful combination of four main pillars: price<\/strong>, product<\/strong>, placement <\/strong>and promotion<\/strong>. However, as Mullin and Hardy discuss in their book \u201cSports Marketing<\/strong>\u201d, another key P has to be added to the mix when it comes to sport: Public Relations<\/strong>. For the social and cultural impact sporting events and news have in our daily life, PR is as essential to sports marketing as a good price strategy.<\/p>\n

Q \u2013 Qatar<\/strong><\/h3>\n

Qatar will host the 2022 World Cup. It is the first time the quadrennial international men\u2019s football challenge will take place in a Middle East, in an Arab and Muslim country. Also, for the first time, the World Cup will take place in mid-November. Accusations have been made about how Qatar won the hosting of the event, but this does not change the main point here: The Middle East will soon be a pivotal area for the future of sports sponsorship<\/strong> and the sports marketing<\/strong> industry.<\/p>\n

R \u2013 Rights Acquisition<\/strong><\/h3>\n

We must not forget that sports sponsorship<\/strong> is, put simply, the acquisition of several communication and marketing rights for business purposes. Visibility is the tip of the iceberg here, and the amount and size of rights gained has to be carefully weighed up and taken into consideration by the sponsors. Much of the deal value lies in leveraging these different assets<\/p>\n

\u00a0<\/strong>S \u2013 Sampling<\/strong><\/h3>\n

One of the oldest marketing tools in the kit, and sampling is once again popular – rising above competitors has become the main challenge. When the target market is carefully selected and the sample distribution is lead in a smart, elegant way, it can be a super-effective sports marketing<\/strong> tool.<\/p>\n

T \u2013 Twitter or Title Sponsor <\/strong><\/h3>\n

Twitter benefits hugely from its fast-paced, concise nature. According to stats, 83% of the world\u2019s leaders and main influencers are active on the site, and the platform has quickly become the go-to-guy for breaking news, announcements and fast updates. A great tool to share your sports marketing campaigns<\/strong>\u00a0with an engaged community? Definitely.<\/p>\n

U \u2013 User Experience<\/strong><\/h3>\n

Users, fans and clients will, above everything else, remember how we make them feel. That\u2019s why games have to become events, and stadiums and arenas must become entertainment parks. And yes, this applies on the ground as well as digitally.This principle guides the marketing strategy<\/strong> of successful professional sports teams<\/strong>.<\/p>\n

V \u2013 VIP Village<\/strong><\/h3>\n

The best corporate hospitality programme in two-wheel racing, the MotoGP Village<\/strong> is the poster child of the MotoGP World Championship<\/strong>. Excellent venues, a superb programme of entertainment and a top-notch gourmet experience are the essence of the VIP Village <\/strong>weekend. Without a doubt, the place to be for sports marketers and their guests.<\/p>\n

W \u2013 Wimbledon, the Championships<\/strong><\/h3>\n

The oldest and most prestigious tennis tournament in the world never skips a beat – global audience is estimated at over 1 billion, in 200 territories all over the world. In terms of sports sponsorship<\/strong>, the audience possibilities here are truly immense.<\/p>\n

X \u2013 Super bowl dropping, then reinstating, all the Xs<\/strong><\/h3>\n

In 2016, the world\u2019s most watched game dropped its tradition of naming each game with roman numbers. The 50th edition of the NFL Championship final was simply named Super Bowl 50, instead of Super Bowl L. However, the league re-entered the roman numbers for the 2017 and 2018 editions, and there are no plans to drop them again – clearly, there\u2019s meaning in the numerals.<\/p>\n

Y \u2013 Youniverse<\/strong><\/h3>\n

Marketing – and thus sports marketing<\/strong> – actions have progressively moved in the \u201cyou\u201d direction, with services and communications becoming more and more personal and different versions being serviced to single users, for a more individual and personal experience. Providing fans and customers with personalised and relevant content is the future not only of marketing, but of all entertainment. Take note.<\/p>\n

Z \u2013 Generation Z<\/strong><\/h3>\n

Generation Z \u2013 people born from 1995 onwards \u2013 should be taken very seriously by sports marketers around the world. Contrary to its predecessors (hi there, millennials) Gen Z has totally different media consumption habits and cultural paradigms. For instance, Gen Z does not like Facebook, prefers cool products over cool experiences, and is less creative and yet more business-oriented. Needless to say, lots of marketing frameworks will have to change in order to get these new customers, fans and followers onboard. So, are you ready for Gen Z\u2026?<\/p>\n","protected":false},"excerpt":{"rendered":"

What is sports marketing? Sports marketing definitions from A to Z From sponsorship activation to the potential impact of Generation Z, there are lots of different aspects to sports marketing. It\u2019s a multiverse operation, with lots of varied and exciting aspects, after all. So, what are the hottest themes in the sports marketing and sponsorship […]<\/p>\n","protected":false},"author":2,"featured_media":158483,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20059,20053,20271,20039],"tags":[21283,21284],"class_list":["post-237647","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-marketing","category-motogp-10","category-sports-marketing","tag-sports-marketing-definitions","tag-sports-marketing-question"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSports Marketing definitions.ABC of Sports Marketing<\/title>\n<meta name=\"description\" content=\"Sports Marketing definitions and vocabulary for sports marketing question. Sports Marketing and Sport Sponsorship in 2018. 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