Sports marketing

Sports is one of the most attractive scenarios to create marketing, since it includes the news power it has with the commercial power of the different brands, be it sports shoes, clothing or sporting goods. In addition, athletes sometimes become true stars of advertising and marketing with figures valued in millions when advertising, regardless of their physical appearance or the sport they practice. As an example we have the great soccer players who sometimes negotiate much more in the propaganda they make than in their own career within the teams. The emotions generated by sports are compared to those generated by religion or political ideologies, and it is even believed that these are more deeply rooted since they are passed from generation to generation, from grandparents to parents and children.

Sports marketing is a type of marketing with an originality: an emotional link is established between the consumer and the brand, whether it is a sports team, an athlete or a player, the consumer feels identified with the brand offered, sometimes even buying compulsively any souvenir or garment that alludes to this binding feeling. In sports, emotion is vital. Sharing the passion is essential for the followers, that is where marketing comes in with its actions to move the sensitive fibers of these fans, to establish the necessary links that later lead them to make the purchase that the marketing has planned.

Sports are played in all countries and in various categories, and can be followed on a wide variety of platforms: on the Internet, in person at a stadium, on television, on the radio, among others: Sports marketing can access different and very varied ways, which can range from direct propaganda in a stadium, either on the blackboard or in the stands, to the athlete advertising their own brands of footwear or other attire in the most quoted social networks, it has no limit of presentation and adapts to all audiences in ages or social position.

We must digress and refine what is a consumer and what is a fan. A consumer is someone who finds an economic and practical benefit in the product or service. Conversely, the decisions of fans of a team of any quality or arbitration, or supporters of an athlete specifically, are argued solely on the emotion that team or player produces. It depends on how that sports subject sells the memory, the feat, the legend to hook the purchase or destination of their preference. The so-called supporters or fans can even be a market easily captured by recognized elite teams and athletes and have an extremely broad and varied consumption niche.

Contrary to popular belief, sports marketing can sometimes cause economic setbacks. Investing in a club, an athlete or a sports coalition can be a risky bet for certain brands, since sports results tend to be different from one season to another. Therefore, sports marketing should be based on making the product visible, attracting new potential customers who know the brand and give them security, recognizing itself as a good brand differentiating itself from the closest competitors and, most importantly, creating an excited community around the brand, even if that brand is an article or an athlete itself. The emotion of triumph or even the memory of defeat is strategies that make sports marketing a vital alliance for marketing in sports.