Domains of expertise

Sports Marketing

Discover the proper definition of sports marketing, subdivisions of sports marketing, segmentations in different types of strategies, how we can help you out and a lot more interesting info and links to help you further with your search! Need help improving your sports marketing strategy?

Marketing vs sportmarketing

What is sports marketing?

“So what’s your job exactly?” “I work in sports marketing.” Oh, what’s that? Wait, you manage athletes? You organize sports events? No you sponsor teams? Well, yes and no. The term sports marketing is used in so many ways that even professionals within the industry aren’t aligned in which contexts sports marketing applies. Basically, it’s all of the above. Before I’ll give you the description of sports marketing, let’s start with the definition of marketing in itself: 

Marketing is the way you promote your business in order to achieve your goals. Specific goals are divided into sales / business goals such acquiring more customers or selling more tickets, while marketing goals include data capturing or brand awareness.

Now sports marketing is defined as a subpart of general marketing. It is seen as a distinctive branch within marketing because our industry has specific characteristics which differ from other markets.

Our definition of sports marketing?

“Sports marketing is a subdivision of general marketing which focusses both on the promotion of sports, sports teams, sports event, athletes or products as well as on the promotion of non-sports related products through athletes and sports events.”

What we do

Sports marketing specialities

There are three distinctive subbranches within sports marketing, each with their own specific goals and approaches.

“Marketing through sports refers to the use of sporting events, teams and individual athletes to promote non-sports related products.” This is basically a synonym of sports sponsorship. When professionals talk about sports marketing, this is the type of sports marketing that is usually referred to. The most popular example here is Red Bull, which is thé icon for extreme sports, though the product itself is not sports related. Also many banks or airlines use this approach. 

Marketing of sports is the promotion of businesses in the sports industry. Examples are the advertising of sports event and sports associations such as the Olympics, La Liga or specific sports teams such as Manchester United.”  The goal here is for people to go watch this sport and fan engagement will play a crucial goal to reach the business goals here. Generally the definition stops here, but this is a very limiting description. At MySueno, we see it as marketing for any business active in the sports industry. Including sports nutrition brands, clothing brands, sportstech companies, … 

The last type is the promotion of sports to the public in order to increase sports participation. It is categorized within social marketing, as this benefits the public. You’ll be promoting existing sports and new sports such as frisbee, bossaball or earthing – bet you didn’t know that last one yet, did you? 😉 The main goal is to enthuse people and especially kids to get to know the sport, have fun whilst doing it and to become a regular player. In most countries, this is managed by governmental or non-profit organizations rather than private sector organizations as this doesn’t generate as much revenue as other forms of sports marketing.

Creating a sports marketing strategy

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Assuming you’re working on a marketing strategy for a sports brand or grassroots sport, these are the steps you should follow to create your sports marketing plan. If you’re looking for marketing through sports, check out our sponsorship page. 

Knowing who your ideal customer is, what their needs and habits are and where to reach them is the core of a successful marketing strategy.

WHO - Your ideal customer

And be perfectly aware about what they needs are, on which channels they’re active online, what they’re willing to pay and which information they need to receive to perform your desired action. This will obviously depend strongly on the type of sports they’re in as they all have their own subculture and values.

This will be translated into a persona and buyer journey mapping. Where we will use data, company insights and qualitative research to define your perfect customer and their buyer journey towards your product or service. 

WHY - Positioning & identity

In your business strategy, you will define why your company exists, which need you’re addressing and what makes you different from your competitors. This includes your market definition: which activities you’re going to perform (now ànd in the future), and where you business boundaries lie. You should decide on which position you will claim in the market. This is crucial to define your marketing strategy as it is the foundation on which your brandingvisual identity and website (your online identity, shop and name card) will be based on. 

Define the WHY of your business in order to create a good sportmarketing strategy.

WHAT - Your Marketing Strategy

This is always done with the needs of your ideal customer and the channels on which he is active in mind. You also take into account how much they want to pay and what information they need. We call this determining the persona that is crucial to start the buyer journey, which is how you can determine the 4 Ps of your marketing strategy. This is actually quite an old model. The 4Cs are often referred to but this model is most compatible with the inbound marketing model we always use for communication. 

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Product

How will you offer value to your customer?

Product

How are you going to provide value for your customer. Have you thought about flexible intro-offers to lower the barrier for new customers? Which product launches are scheduled and which promotions throughout the year.
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Pricing

What is your offering worth to your customer?

Pricing

What is the pricing you're going to implement towards different offerings and different customers. Have you thought about packages, upselling offers and loyalty pricing? Will your pricing be the same across all channels?
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Place

Where will you sell your product or service?

Place

Where are you going to sell your products? Through your own webshop? Through affiliates? Amazon, bol.com or Coolblue? Or brick & mortar stores. Will this approach be equal across countries?
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Promotion

Through which channels will you reach your customer?

Promotion

Through which channels are you going to reach your ideal target audience? How are you going to split your advertising budget between your "always-on"-channels and campaigns?
More about communication strategy

This all comes together in your inbound marketing strategy, where you’ll define how you will attract – convert – close – and delight your customers. 

HOW - Planning & implementation

Once the marketing plan has been created, it’s time to create a detailed planning, set up KPIs and calculate budgets.Which building blocks do you need to perform this strategy? Which skills or partners do you need for the execution and what will be the cost of the next steps.

How and when will you execute your sport marketing strategy? That's one of our specialties at MySueno.

Sports marketing clients

Discover all about Sport Marketing and how we can help you at MySueno.
Expertise domains

Sports Marketing - how we can help

Knowing who your customer is, what their needs are and fully understanding their buyer journey is key during your marketing strategy. It’s safe to say that you cannot create a good strategy if these are not clearly defined. 

This will define which position you will claim in the market compared to your competitors. This includes your market definition: which activities will you perform (now or in the future) and where will your business stop. This is a crucial step in your marketing strategy as this should define your visual identity, branding and pricing strategy. 

A good visual identity and tone of voice  is a crucial aspect of your marketing strategy. We have talented partners who can create this for you under my guidance. I’ve also worked on projects where I advised the internal brand manager on branding projects performed by external agencies or partners.

I see a good, SEO proof website as part of your marketing strategy rather than your communication strategy, as this is basically your online store, and represents your business online. Even long before starting to communicate it. 

A good marketing strategy will be the groundwork of your communication: who will you target, what will be your pricing and commercial plan, through which channels will you sell your offering and through which channels will you reach your target audience. 

The Go-2-Market strategy will give you a general overview of how you will approach the market. Which will be your sales channels, who are your target audiences and how will you reach them. 

Here we will define the main communication channels through which you can reach your ideal audience and your goal with the biggest ROI. Creating a 360° channel strategy, where digital strategy is not a separate section, profession of job, but part of the overall strategy will help you reach your goals in no time. 

The content strategy is the translation of the communication strategy into content items. While communication will tell us what we will do, content strategy goes deeper into the messages we’re sending out. Your general content strategy will display your tone of voice, type of imagery used and other branding subsections such as colors, fonts and brand hashtags. 

Previous Experiences

Sports marketing cases

Discover our use cases. Nothing says more than past experiences and results. Discover the main results, challenges, phases and take-aways from past projects!

Did you know?

We love guiding people towards their dream. We also love sports, health, ànd coffee.
So if you have an idea or goal you'd like to reach, let us know, and you'll make us happy and let us help you while drinking a (virtual) coffee together! No strings attached!
Select your suitable timeslot or contact us.
Freelance Marketing Consultant I Julie Vandenhouweele

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