How Sport Marketing Changes the Business Industry



Some say that sport marketing is different from conventional business marketing. It has unique dimensions that cannot be found in other marketing models. While consumers buy goods primarily based on their value, fans attend sports events based on their emotions. Sport marketing therefore focuses on creating a fan base and not consumers. This is one effect sport marketing has on the whole business industry. Sport marketing has also changed the business industry in several other ways.

1. Fans

Sport marketing has changed the way purchasers are perceived. They are not just seen as customers, but also as fans. Goods and services marketing focuses on customer satisfaction, while sports fanatics are already happy with their teams especially when teams are successful. Furthermore, their excitement and feeling of satisfaction is usually long term.

2. Promotion

Sport marketing has changed the way promotional campaigns are carried out. Manufacturers and retailers do brand advertising in order to promote goods and services. Sports teams, on the other hand, get direct and indirect financial help to promote themselves. Fans are already promoting their favorite teams when they wear the team’s shirt or when they display any merchandise that bears the team’s logo. Team sponsors also promote the team or player by paying for advertisements and making use of customized tents.

Those that market goods and services pay media for their brand to be exposed or to print promotional info. As for sporting teams, it is the media that pays these teams in order to gain rights to broadcast a team’s games or print information about sporting events or perhaps make use of customized tents that have the team’s name.

3. Distribution

Goods and services have specific outlets. Customers go to a certain store to purchase a product or service. Some order these products so they can be shipped from a physical store. The distribution is therefore static; it only changes when a store opens or closes. In contrast, sporting teams and events have changed how distribution is being done. They travel frequently and move from one place to another. They move from city to city and sometimes even globally.

This nature of sporting events paves way for electronic distribution. This means that distribution can be done through online videos and broadcasts. The NBA, for instance, can be viewed in hundreds of countries. Cable and internet have also made it possible for NBA games to be available to anyone, anywhere.

4. Product

The usual goods and services typically adapt to a particular market. Sporting teams and events, on the other hand, are considered global products. They are easily accepted across different cultures and by millions of fans all over the world.

Compared to the majority of sporting events, popular brands that are thought to be “global” products are not actually standardized products. For instance, McDonald’s has a different menu for each country. Some even offer beer in their stores. As for sporting teams and events, the product is the same all throughout the globe. In essence, the distribution remains the same around the world.

5. Identification

Sports fans identify with their favorite players and teams. People who buy the same goods and services are loyal to certain brands. Identification is when a person reacts to events that happen to a player or team as if the same has occurred to him or her. Fans often feel that they are also part of the team. There is no doubt that fans are loyal to their favorite teams when it comes to repeat purchases. However, fan identification has a much deeper psychological connection that improves a fan’s self-esteem.

Sport marketing has changed the business industry in incredible ways. It is different from traditional marketing in several aspects. It is highly identified and aims to create a fan base that will benefit the organization and eventually make sporting teams a huge success.

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  1. Thanks for all sports info

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