North American sports are on a roll, expected to reach $83 billion in 2023. Digitization is powering the industry’s growth. Digital second-screen experiences, sports betting, NFTs, mixed reality, and metaverse activations are transforming sports. Online viewing of favorite games reached 80% in 2022 and is expected to exceed 90 million by 2025. Fans are more engaged than ever because to streaming platforms, broadcast channels, mobile applications, virtual worlds, online gaming, and social media.
In this changing environment, sports organizations are becoming multi-channel media enterprises delivering 24/7 experiences. Sports marketers must improve their techniques to keep fans engaged and boost revenue. Tech giants aren’t idle either. Amazon is gaining popularity with sports media rights, Apple and TikTok are live streaming, and Netflix’s sports documentaries are popular. These measures are luring varied, multicultural fans to US and European sports like Formula 1 and NFL, which were previously unpopular worldwide. Sports fandom is also changing, with NFTs giving fresh investment options and online sports betting expected to generate $22 billion by 2026.
So how can businesses manage digitally supercharged sports? We’ve listed seven sports marketing strategies to assist you remain ahead in 2023 and beyond. Let’s begin!
Top 7 Sports Marketing Strategies:
1. Year-Round Digital Fan Engagement
Fan involvement is no longer seasonal. Fans can follow their favorite teams, sports, and towns year-round thanks to the internet! Nearly 50% of Nielsen Sports Report viewers prefer multi-screen viewing, engaging with live social media material while watching sports. These second screens are sports marketing goldmines. In 2022, 69% of Superbowl viewers utilized their second screen to research game-advertised items and services. Thus, tweets, videos, and highlight reels have made matchdays fruitful for innovative material.
But smart marketing shouldn’t stop at live events. Non-live sports programming is in demand beyond game days. Fans now expect regular updates with “On This Day” throwbacks, player interviews, training highlights, draft updates, and behind-the-scenes looks to satiate their sports need.
2. Surprise and delight with AI and personalization
A passive sports fan might become a real enthusiast with personalization. Personalised highlight reels and advertising are being created by sports businesses using AI. Generative AI may enhance this personal touch by letting fans request certain packages or sponsors to display their favorite logo. In the future, sports marketing blitzes may include individualized NFTs, increasing fan involvement.
3. Collect first-party data
First-party data transforms sports marketing’s tailored fan interaction. Sports teams are segmenting their vast fan bases for engagement and profit. As fans become more data-savvy, marketers must provide tempting trade-offs like exclusive access and prizes. Contests, digital freebies, and loyalty programs collect data and reward fans.
Many clubs and leagues are considering NFTs and tokens as future additions to their existing offers. Loyalty programs have become a great resource of voluntary information. Imagine metaverse-wide virtual ‘loyalty’ tokens with exclusive game access, shared decision-making authority, and endless fan participation!
4. Team together for brand-platform marketing
Sports marketers are using Netflix, Amazon Prime, and Facebook as OTT channels. Since most users establish individualized profiles that show who sees their material and when, such alliances allow marketers to reach more people and gather consumer data. As customers become more complicated, first-party customer data partners will become increasingly important.
5. Support Core Values with Purpose-Driven Marketing
Emotional ties with fans may be created through issue-based campaigns that raise awareness of important societal issues and support noble causes. Gender disparity is a hot topic in sports since women’s sports, especially soccer and basketball, are growing, attracting new supporters inspired by individual stars.
Sports venues and leagues are emphasizing their green initiatives to reduce their environmental impact, while sustainable goods and recycled plastics are on the increase. Keeping younger fans who value commitments loyal requires these measures. Any values-driven marketing effort must be real and link the cause and brand naturally.
6. Involve Gen Z
Sport is less popular with Gen Z than with prior generations, both live and on TV. Sports marketers prioritize Gen Z fan growth despite 40% of Gen Zers not having a favorite team and half never attending a pro game. The answer? Social media and virtual worlds are their home. Sports marketers are increasingly using TikTok, with 83% of fans appreciating companies’ trends and challenges and almost half buying something inspired by TikTok sports content.
7. Highlight athlete-centric influencers
With their own personalities and styles, athletes are changing sports marketing as content producers and influencers and connecting companies and fans. Athlete-influencers have influenced 45% of Gen Z sports watchers to purchase clothes and 61% to heed their advice!
To match fan expectations, sports are changing radically. ‘Anywhere, Anytime, Anyplace’ is the fan’s war cry, shaping sports content and marketing. First-party data collecting, AI, and Web3 technologies are helping brands and marketers improve fan experiences. As these technologies advance, they will be further incorporated into sports marketing, turning spectators into devoted supporters and maybe collective investors in their teams. To succeed in the next year, use our seven best sports marketing techniques!
