Top 10 Tips for Sports Marketing: Best Practices for Every Business

Have you ever wondered why tech giant Apple relies so much on traditional print advertising and billboards as part of its marketing strategy? The short answer is because strong visuals make an impact.

Sports marketing is no different. Your clients are being bombarded by brand messages every day – but sports advertising gives you a significant advantage: you have a captive audience.

To help you make the most of your sports advertising campaign, we’ve put together our top tips for sports marketing:

1.       Getting noticed the right way

To make your sports marketing advertisement visible, choose thick, large fonts that are easily readable (no script fonts). Select contrasting colours that will show up well given the context of the ad (such as dark colours on an ice rink, for example). The colours and font should compliment your brand without being too visually distracting.

RBC

2.       Location, location, location… and format

Whether you’re going digital or traditional, a good sports marketing strategy will take into account the format of the advertisements as well as its venue or facilities. Think beyond billboards – why not try murals, decals, rink panels, ice resurfacers, door wraps, digital displays, or even naming rights? Repeat the message in several different formats in the same location for an even bigger impact.

ATB

3.       Remember who you’re advertising to

Sports marketing campaigns are a great way to promote your brand to people who will be seeing your ads for the duration of the event. There’s time for them to absorb your message, so create a sports ad that speaks to them. Think along the lines of increased, long-term brand awareness and recognition when establishing your sports marketing strategy.

Scotiabank

4.       Keep your message simple

To make an impression, your sports marketing advertisement has to be smart, fun(ny), or memorable. Plug just one offer, one message. The industry standard is a mere 6-10 words (use simple words everyone will understand). You’re working with limited space, so less is more.

WestJet1 WestJet2

5.       Add a simple call to action

Sports marketing campaigns don't always have a call to action, since they're often secondary advertising.  If you want to use a call to action, make it a single point of contact: one easy-to-remember telephone number, QR code, or landing page.  If your ad is unforgettable, customers will find you.

Tervita

6.       Create an emotional connection

People who go to sports events love sports – so connect with them with a message about your brand that’s meaningful and that they can relate to. Make them feel something with a compelling image or text, and they will associate that feeling with your brand.

VW

7.       Count on repeat audiences

In addition to being captive, audiences at sports events are also habitual ones – they’re fans, parents, or athletes and they’ll be back for the next game, re-match, or upcoming event. This gives you a unique opportunity to add continuity to your ads and to your sports marketing strategy.

8.       Think BIG

When you’re talking about sports marketing ideas, you have to think BIG. Sports marketing facilities offer large advertising spaces that should be easily be seen, even from far away. That means big fonts, big images, and most importantly, big logos. Don’t let the size of the venue – or of your ad design – drown out your brand’s logo – make it easy to see.

REMAX

9.       Dare to be different

One sports marketing best practice is to show, rather than tell. Sports marketing ads need to be creative and have personality. Think ‘outside the rectangle’ and incorporate the ad’s format into the design, for example, or create cut-outs, 3D or other memorable or interesting designs or messages. Earn loyalty by being different, going further, and breaking boundaries – just like athletes do.

Chrysler

10.       Test drive your ad

You can connect your brand to the lives of sports fans – so you have to make your sports marketing advertising count. Show your ad to colleagues or friends for 5 seconds and see what they remember about it, and if they found it persuasive. Tweak it until you know it will make an impact – after all, that’s what sports is all about.

 

 

 

 

 

 

 

 

 

 

1.       Getting noticed the right way

To make your sports marketing advertisement visible, choose thick, large fonts that are easily readable (no script fonts). Select contrasting colours that will show up well given the context of the ad (such as dark colours on an ice rink, for example). The colours and font should compliment your brand without being too visually distracting.

 

2.       Location, location, location… and format

Whether you’re going digital or traditional, a good sports marketing strategy will take into account the format of the advertisements as well as its venue or facilities. Think beyond billboards – why not try murals, decals, rink panels, ice resurfacers, door wraps, digital displays, or even naming rights? Repeat the message in several different formats in the same location for an even bigger impact.

 

3.       Remember who you’re advertising to

Sports marketing campaigns are a great way to promote your brand to people who will be seeing your ads for the duration of the event. There’s time for them to absorb your message, so create a sports ad that speaks to them. Think along the lines of increased, long-term brand awareness and recognition when establishing your sports marketing strategy.

 

4.       Keep your message simple

To make an impression, your sports marketing advertisement has to be smart, fun(ny), or memorable. Plug just one offer, one message. The industry standard is a mere 6-10 words (use simple words everyone will understand). You’re working with limited space, so less is more.

5.       Add a simple call to action

Sports marketing campaigns don’t always have a call to action, since they’re often secondary advertising. If you want to use a call to action, make it a single point of contact: one easy-to-remember telephone number, QR code, or landing page. If your ad is unforgettable, customers will find you.

                                             

6.       Create an emotional connection

People who go to sports events love sports – so connect with them with a message about your brand that’s meaningful and that they can relate to. Make them feel something with a compelling image or text, and they will associate that feeling with your brand.

 

7.       Count on repeat audiences

In addition to being captive, audiences at sports events are also habitual ones – they’re fans, parents, or athletes and they’ll be back for the next game, re-match, or upcoming event. This gives you a unique opportunity to add continuity to your ads and to your sports marketing strategy.

 

8.       Think BIG

When you’re talking about sports marketing ideas, you have to think BIG. Sports marketing facilities offer large advertising spaces that should be easily be seen, even from far away. That means big fonts, big images, and most importantly, big logos. Don’t let the size of the venue – or of your ad design – drown out your brand’s logo – make it easy to see.

 

9.       Dare to be different

One sports marketing best practice is to show, rather than tell. Sports marketing ads need to be creative and have personality. Think ‘outside the rectangle’ and incorporate the ad’s format into the design, for example, or create cut-outs, 3D or other memorable or interesting designs or messages. Earn loyalty by being different, going further, and breaking boundaries – just like athletes do.

 

10.  Test drive your ad

You can connect your brand to the lives of sports fans – so you have to make your sports marketing advertising count. Show your ad to colleagues or friends for 5 seconds and see what they remember about it, and if they found it persuasive. Tweak it until you know it will make an impact – after all, that’s what sports is all about.

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