Sports Marketing
Sports Marketing
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Sports Marketing
Introduction
Sports marketing is a category of marketing which focuses on the promotion of individual athletes, teams, sports and events and other sport-related services and products. It is also designed to meet the wants and needs of fans through exchange processes. Sports’ marketing takes different forms such as selling airtime to TV stations during big events and selling advertising space to sponsors and other companies that want to market their products in stadiums. Popular individual athletes also lend their images to promoters and marketers and are routinely featured as celebrity endorsers. This essay focuses on various aspects of sports marketing such as the role of social media in sports marketing, corporate social responsibility, greening sports, encouraging the fitness of children and youth, globalizing sports, and community development and poverty reduction.
The Role of Social Media in Marketing Athletes and/or Sport Leagues,
Social media is a massive force that can only be ignored by sports marketers at their own peril. Social networking sites such as Facebook, Twitter, and Instagram have become the main connecting media of sports personalities, teams and fans (Witkemper, Lim, & Waldburger, 2012). Twitter, for instance increased from 475,000 users in February 2008 to 7,000,000 users in February 2009. By 2010, its users had reached 200 million. Instagram has also grown exponentially over the past two years. Social media is used frequently used by athletes and sports organizations as a tool to keep in touch with loyal fans and to market their teams. Facebook is used to promote upcoming events, post videos and pictures, provide information, and receive feedback on the performance of the team or athlete (Witkemper, Lim, & Waldburger, 2012). Social media sites are used to post pictures of athletes and team members during non-sporting activities to give fans a glimpse into the personal lives of their favourite teams (Wenner & Jackson, 2009). Fans of different teams take to social media to either praise, condemn, or compare the performance of their teams (Levin, & McDonald, 2009). Social media is therefore one of the most avenues of sports marketing available in today’s digital world.
Corporate Social Responsibility and Ethics
Corporate social responsibility and ethics have become a fundamental part of all profit generating activities in the world today. Sports are no exception and most sports have had to integrate corporate social responsibility activities in their marketing and promotion strategies. Corporate social responsibility involves the devotion of resources not only to economic standards, but also to social, ethical, and moral standards (Walker, & Parent, 2010). Corporate social responsibility is a very effective tool in sports marketing since it improves the relationship of sport organizations with nongovernmental organizations and communities. The loyalty of fans from the community increases because of the community development and enrichment projects initiated through corporate social responsibility initiatives (Lear, Runyan & Whitaker, 2009). For example, in 2006, the National Basketball Association together with the National Basketballs Players Association launched the NBA Cares Initiative worth $100 million to care for the needs of the wider world (Walker, & Parent, 2010). The NBA was able to enhance its reputation through the charitable efforts it initiated.
Greening Sports and Sports Marketing (Environmental Sustainability)
According to Wendall & Jamrock (2009), environmental sustainability is an integral aspect of modern day sports marketing because of the need to use the current resources sustainably as the current generation holds the planet in trust for future generations. The aim of greening sports is to clean up pollution, cut waste, save energy, and reduce the overall costs. Sports teams market their use of “green” products to show the people that they care about the fate of the planet. Professional sports teams engage in activities that require heavy consumption of energy. Such teams are of late adopting green practices to have a positive impact on the environment. Green initiatives are proudly displayed by sports teams on their websites. The initiatives are either spearheaded by teams or by individual players using their foundations (Lear, Runyan & Whitaker, 2009). Sports teams have recognized that by addressing environmental problems they are able to save money, avoid expensive legal suits, and have positive relationships with crucial stakeholders such as local communities, fans, corporate partners, and the government (Levin, & McDonald, 2009).
The Role of Sports in Encouraging Youth and Children’s Fitness
Children and the youth are impressionable and they idolize their favourite athletes and teams. Sports’ marketing plays a key role in encouraging children and the youth to practice, exercise and remain healthy and fit (Buhler & Nufer, 2012). If a child or young person sees his or her favourite player going through an exercise routine on You Tube, he or she will copy the athlete to be as awesome as the star is. Children and the youth are also inspired to become as famous as their favourite athletes or join their favourite sports team when they grow up (Wenner & Jackson, 2009). They thus endeavour to exercise and join sports academies in their quest to fulfil their dreams. The exercises keep them active and help them to remain fit and avoid the malady of obesity.
Globalizing Sports and Sports Leagues
Globalization of sports is a reality that is here to stay. Major sports such as football, basketball, golf, tennis, car racing among others are global phenomenons that are watched by fans from different parts of the world (Davis, 2012). The venues of the sports in different parts of the world have helped to boost sports tourism since some fans must go to the countries where the sports are held. One of the most popular globalized sports is football. The FIFA world cup attracts millions of fans of all ages, genders, and nationalities from various corners of the world. The English Premier League, the Spanish League, and the UEFA Champions League shave passionate and fervent fans in all parts of the globe (Davis, 2012). Sports marketing has played a crucial role in the globalization of sports such as football and basketball. The live experience coupled with technological innovations and massive television and media coverage have created global sports brands. The role of sport marketers is to leverage the brand loyalty exemplified by the passion of sports fans. The promotion of sports products such as football has translated into high economic output for the teams. Manchester United, for instance, became the first team to have a value of over $3 billion in the world due to its massive support among global fans. Revenues for other football and basketball teams have also increased tremendously. The Olympic Games have provided an impressive opportunity for athletes from the remotest parts of the world to thrive and earn millions (Davis, 2012).
The Role of Sports in Poverty Reduction and Community Development
The role of sports in poverty reduction and community development is directly correlated to the corporate social responsibility initiatives put in place by sports teams and individual athletes. Athletes have contributed immensely to campaigns against starvation, malnutrition, poverty, and chronic diseases through their individual initiatives (Buhler & Nufer, 2012). Most of the leading sports teams have foundations which are dedicated to solving different challenges in the world.
References
Buhler, A., & Nufer, G. (2012). Relationship marketing in sports. Routledge.
Davis, J. A. (2012). The Olympic Games effect: How sports marketing builds strong brands. John Wiley & Sons.
Lear, K. E., Runyan, R. C., & Whitaker, W. H. (2009). Sports celebrity endorsements in retail products advertising. International Journal of Retail & Distribution Management, 37(4), 308-321.
Levin, M. A., & McDonald, R. E. (2009). The value of competition: competitive balance as a predictor of attendance in spectator sports. International Journal of Sports Marketing and Sponsorship, 11(1), 7-24.
Walker, M., & Parent, M. M. (2010). Toward an integrated framework of corporate social responsibility, responsiveness, and citizenship in sport. Sport Management Review, 13 (3), 198-213.
Wendall, L. A., & Jamrock, S. J. (Eds.). (2009). Social media’s role in modern marketing
(Vol. 17). Peter Lang.
Wenner, L. A., & Jackson, S. J. (Eds.). (2009). Sport, beer, and gender: Promotional culture and contemporary social life (Vol. 17). Peter Lang.
Witkemper, C., Lim, C. H., & Waldburger, A. (2012). Social media and sports marketing: Examining the motivations and constraints of Twitter users. Sport Marketing Quarterly, 21 (3), 170-183.
