Sports Marketing is the physical activities to promote the products and brand of a marketing business, as a means of marketing.
Sports marketing, including two levels one refers to the game itself as a product marketing. From a team and its players to race, sports can be seen as the product marketing sense; this level can be called “sports marketing industry.”
Another is the use of the original amount of marketing to sports as a carrier to perform a non-sports product marketing and brand communications and another marketing phenomenon.
For example, we saw in the World Cup sponsor in all activities and presence, as well as their products, brands bright display and so on. What we usually refer to a sports marketing is the level after.
What is the definition of sports marketing?
By the definition of sports marketing, sports marketing can be seen in a different meaning. The composition of sports marketing elements are also both “sports triangle ‘; all marketing is based on sponsors, sports programs, and the audience by the three, the lack of any party can translate into it as a successful sports marketing.
Sports marketing and sponsorship commenced around, support (sponsorship) capable sports image (event image) and brand image (brand image) combine. The starting point is the support transfer mechanism, the formation of awareness, interest, attachment, and enhance desire until the customers to buy the end of the transfer process, sports connotation attached to the brand, but the strength of the effect of the transfer depends on the adjustment variables only.
Sports and the similarity of corporate sponsors, sponsorship level, sports frequency and products degree of complexity.
Do business people should be aware that our brand is mainly for customers to do, with the brand to win customers, maintain customer. Sponsorship is the primary factor to carry out sports marketing, but the only sponsor is not enough, after obtaining establish contact with sports or organizations, we not only marketing communication techniques to create a brand from the point of view.
From the perspective of enterprise development to manage the brand, more important is the ability to do new brand conducted from the point of view of brand value created by management. In fact, build a brand, management has become a strategic management topic, the ability to create brand value and make a hedge, value-added increasingly become the key to business success.
Sports Marketing features
Physical activity opportunities implication behind With the widespread dissemination of sports craze and games to watch, competition, and the game features one of the major celebration of all humanity, is the most widely recognized human activities.
Thus, the resulting attention economy and the sports economy, a profound impact on the development of enterprises or brand value. Many companies have an in-depth understanding of the magic of sports marketing, branding, but also a precise knowledge of the physical activity behind the boundless opportunities.
Is it of high public interest and have the credibility of sports activities?
Sports is the common cause of humanity, sponsorship of sports or other forms of sports marketing portfolio, the audience’s attention, brand penetration and influence of other types of advertising cannot be achieved. Dissemination of results is readily accepted. Audience rejection of the relatively weak resistance, commercial and utilitarian is not visible. At the same time, it can stimulate personal and emotional attachment as well as groups of halo effect.
Is it Sports a full range of targeted marketing communications?
In the major race scene, the audience is the sheer number of other events marketing cannot match live games; the media audience is even more extensive.
Sports itself is a universal language, it breaks the faith, culture, language and race barriers, linking social, business and consumer relations, it is very conducive to business and target audience to communicate effectively, rapidly enhance brand value, fast forward schedule of international brand and global brand value.
Sports Marketing Advantage
Sports and sports consumers tend to link themselves together, creating an enhanced sponsorship of related product brands the opportunity loyalty; and sports marketing is precisely the public welfare of its unique, interactive and cost-effectiveness advantages for consumers and businesses together favor brand communication.
For the following reasons:
To stimulate personal emotional attachment to sports, sports marketers can experience excitement, power, and emotion corporate and product brand and the game tied;
Sports generally attract and chime through all the elements of life, to cross-cultural, creed, race and other obstacles, if you are looking for a standard communication language of the world, it is certainly a sport, it is sports culture that fair, equality and non-border communication capabilities, so many businesses around sports marketing brand dream.
On the other hand as a function of both the sports media, due to the degree of popularity of group events, specification grade, different attractiveness, and its ability to spread business investment value will vary, as participation in investment companies face the reality, how did you find value and win rewards, even more urgent.
A common trend in marketing
It is necessary from the “Ad type” marketing orientation to the “business type” marketing changes, this change can establish a corporate “moral” and “social responsibility” of public image, and sports marketing is to meet this trend;
Sports marketing is relying on physical activity (sponsorship), the product (or business) and sports combination of the sports connotation given the brand, the formation of a unique corporate identity, image decoding transfer, internal branding deductive value added of Systems Engineering.
Sports marketing, called the 21st century the most efficient marketing one of the tools, the business in a strategic, all walks of life have been recognized sports marketing effectiveness in reaching business goals.