The Marketing Game in the Sporting Arena

Organisations willing to take innovative and different approaches to marketing ought to be looking to the sporting industry. Technology is developing at a rapid rate but none more so than in sports. Already the science has been there for years with many players wearing devices on their wrists to track their performance and minimise injury risks. However, the potential more lies in how brands can engage with fans during sporting events.

Sports is possibly the one area in the world of people plugged in and always moving, where they are united through their universal passions and are more engaged in the actual moment. Also, they are expecting more of their experience. Hence the reason why collaborations between sporting organisations and brands are taking sponsorship deals to a whole new level. It’s now more about what brands can do to help sporting clubs engage their fan base.

Currently, social media and mobile phones have been the biggest disruptors in the sporting arena.

Through social media, fans have been able to connect with sporting stars for some years directly, as they seek to get a first-hand peek into their lives. Enamoured with their heroes, fans think nothing of commenting or liking marketing messages. Smart brands use this to engage with their audience.

Meanwhile, the dependence on mobile phones has given plenty of opportunities for marketers to develop technology that boosts the fan experience at the actual sporting event. Mobile apps are being used for check-ins, finding seats, checking schedules but in some instances, it has been taken a step further as a way to connect with fans by sending messages to premium members to have access to exclusive commentary only available to them.

The opportunities are endless, particularly in a country like Australia where it is such a sports focused nation whether it’s swimming, football, tennis, hockey or rugby.

The message for businesses. Do the research. See what technology options are out there and try and utilise them. Look at ways to help clubs and stadiums to engage with their fans.