Sport Trends in marketing


Trend 1: Sports marketing is transitioning to new and different platforms

A key element of change is the way consumers, in particular from the perspective of young people, are watching sports today. The old pattern was that the audience gathered around a TV, creating a family event in a fixed location. But that number of traditional viewers is declining, while television watching has developed in other directions. It is the new role of mobile phones, virtual reality devices or many other digital media.

Playing a prominent role in game change is the rise of social broadcast (Social Broadcasting). Both Twitter and Facebook are promoting their live (“Live”) feature, the first destination for fans, especially young people, to watch current online competitions. Twitter recently announced that sports is one of the main segments that they plan to develop on the live TV front. Meanwhile, YouTube Live has reached an agreement on live reporting of UEFA Champions League finals as a partner of BT Sport sports channel.

“This is portraying the trend of the future,” said Liam Hopkins, client manager for Leo Burnett London. “TV producers will look for ways to modernize their products, in order to maintain their commerciality and adapt to increase the number of young sports fans who prefer to watch. sports online. ”

Trend 2: Sports fans demand more profound intimacy and experience than ever

Sports sponsorship is a form of giving the brand credible reasons to engage and master the conversations, allowing it to create interesting content through access to athletes, home management and backstage scenes. As Nissan’s Diernaz shares: “Sports sponsorship gives you a ticket to access content quickly. If it’s just to display the Logo, that sponsorship is a failure. If it’s a way to convey content, it will become public. ”

Content – what makes fans feel closer to sports stars is a potential power. In particular, for the younger generation – those who are growing up in the context of social media to the throne. They want honesty and unstructured interactions with athletes.

Following this trend, Nike reacted intelligently to the “Nike On Demand” campaign, by creating a one-way messaging service via the WhatsApp platform.
There, fans are directly connected to the company’s huge network of athletes and coaches to receive instructions and encouragement. The ultimate goal is that the fans themselves will achieve their own sports goals. The content includes a list of motivational tips, know-how and informal dialogues.

An Olympic sponsor, DFS furniture maker, has also built close and personal for fans of gold medal athletes like Adam Peaty, Laura Trott and Max Whitlock. The company gave home to athletes as part of the campaign, then allowed a fan to observe real life inside the athletes’ home.

This trend creates great opportunities for Marketing to be really attractive and creative, deepening the relationship with customers instead of just a Logo drawing exercise that was once done.

Trend 3: Sports marketing is moving more into lifestyle and entertainment

Driven by fans wanting to know more about their sports heroes, athletes will become more and more popular. And this brings the expectation that they behave like music stars or actors and sports festivals will tend to mimic entertainment events.

In fact, it seems that the athletes are prepared to play this new sponsorship game, with a lot of excited people posting stories about training mode or pre-match preparation on network accounts. society. Besides the comments sharing emotions, images and personal details in private life.

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