Digital Marketing in Sports: Strategies for Success
- Antony Smith
- Nov 10, 2023
- 10 min read
Introduction to Digital Marketing in Sports:
Digital marketing in sports is not a new concept, it uses online platforms and technologies to promote events, advertise tickets or merchandise and raise awareness for brands, and for many in the modern age it likely makes up at least 95% of their marketing activity.
That’s not to say offline mediums should be forgotten, print campaigns, PR or in-person activations, amongst other things, which compliment your digital campaigns can really resonate with your audience. However, in this article, we are going to focus on key digital marketing strategies and how they can be utilised in sport.
With detailed targeting and measurement, digital marketing provides sports brands with an efficient way to grow revenue.
Social Media Strategies for Sports:
There are two sides to social media, there’s paid and then there’s organic. In sports, both sides are extremely important and are most effective when used for the right purpose.
Organic social media is traditionally considered most effective for creating brand awareness, providing customer service, and for building relationships with your existing audience. This still rings true, however, in many industries, organic social media can be a tough way to achieve any of those objectives. According to Hootsuite, the average organic reach for a Facebook post is around 5.5% of your audience and for big brands with large followings it can be even less.
However, this is where sports have the advantage. Audiences for sports teams actively seek out content for entertainment and are often part of friendship groups who have the same interests, this increases the chances of post engagement in the form of shares and comments. The increased engagement then causes the algorithm to put that content in front of more people increasing the content's reach.
It is important to note that the biggest spikes in engagement across organic social media for sports teams is on gameday. This is the time when your audience is most actively consuming content so be sure to post pre-game content to build anticipation and in-game highlights to make the most of this increased engagement.
So that’s organic social media, what about paid social media? Paid social media should be used to reach a wider audience, target ideal customers, and drive leads and conversions. A good example of this in sports is for promoting tickets to an upcoming game or season tickets for the club. Posting these types of promotions organically on your social media channels seems like a great idea, your fans follow your channels so they will want to buy tickets right?
First you should consider the previous point mentioned about organic reach. If only a small percentage of your audience is seeing your ticket promotions you’re missing out on potential sales. Couple this with the fact that a lot of your social media followers might not live locally, they may even live in other countries, so it is very unlikely they will be interested in buying tickets for an upcoming game.
With paid social media you have the option to target people not just on interests but on their location. Putting your ticket promotion in front of your fans who live within 30 miles of your location significantly increases the chances of conversion. If you are smart with the ad audiences you create, you don’t have to break the bank to get the results you’re looking for.
Last but not least, when it comes to social media in sports it is important to identify which channels you need to be utilising. Sports are unique in that audiences can span a very wide age range so it is important you are putting the right types of content on the channels your fan base are on. Covering all social media bases with different content can certainly seem daunting but it is important if you want to effectively engage with your fans. If you are a small team and don’t have the resources to post regularly on multiple social media channels, identify what the main demographic for your fanbase is and find where they like to consume content. This ensures you are addressing the biggest segment of your audience and gives you a base to build from.
Content Marketing in Sports:
Content creation is a vital part of sports marketing. It allows teams and brands to connect with their fans on a deeper level and build relationships that go beyond simply watching games. By creating engaging and informative content, you can build relationships with your existing audience and attract new fans.
Content can be used to achieve a variety of marketing goals, such as building brand awareness and loyalty. Content can help sports teams and brands to create a strong brand identity and connect with their fans on an emotional level. By sharing stories about players, coaches, and history, you can create a sense of community among your fans and make them feel more invested in the team.
Another goal that can be achieved through content is driving traffic to websites and social media channels. Content can be used to drive traffic to your websites and social media channels to help increase engagement and awareness, as well as generate sales for tickets or merchandise.
You can also use content to promote sponsorships and partnerships. By featuring sponsors in your content, you can show your appreciation for their support and generate value for your partners. It is also important to flip this around so that your partners are sharing content on their channels which promotes the team. This can help extend your reach outside of your existing bubble. Also note that when you are searching for sponsors and partners don’t just chase the sponsorship fee, look at how that brand can complement your own and how their audience might benefit you. Sponsorships and partnerships should be a two way street.
One example of a sports brand using content well was the The Golden State Warriors' "Dub Nation" campaign. The Golden State Warriors built a strong brand identity and fan base through their "Dub Nation" content. The team created a variety of content, including blog posts, videos, and social media posts, that celebrate their fans and their passion for the team.
Blogs, videos, and social media posts are some of the most popular content formats used in sports marketing, but for the most part, video is king! Not only is video the primary content for emerging social media platforms but it allows sports teams to bring the action and excitement of the team to their audience. Match highlights and player interviews are a no-brainer but think about types of content you can produce that bring your audience behind-the-scenes, for example, getting players to participate in the latest social media trends.
Sports Influencer Marketing:
Sports influencers are athletes, coaches, trainers, and other personalities who have built a large and engaged following on social media and other digital platforms. They use their platform to share their expertise, passion for sports, and lifestyle with their fans.
Sports influencers can help brands to reach a large and engaged audience of potential customers. By partnering with sports influencers, you can get their products and services in front of people who are already interested in sports.
Influencers can also help you to drive traffic to their websites and social media channels. By sharing links to brand websites and social media pages in their content, sports influencers can help you to increase engagement and awareness.
Partnerships between athletes and brands for digital promotion are becoming increasingly common. Brands are partnering with athletes to promote their products and services on social media, in advertising campaigns, and at events.
There are a number of benefits to these partnerships for both athletes and brands. Athletes can benefit from additional income, exposure, and brand affiliation. Brands can benefit from the athlete's reach, influence, and credibility.
Some examples of successful partnerships between athletes and brands for digital promotion include:
Cristiano Ronaldo and Nike: Cristiano Ronaldo has partnered with Nike for many years. He has promoted Nike products in advertising campaigns and on his social media channels.
LeBron James and Nike: LeBron James has also partnered with Nike for many years. He has promoted Nike products in advertising campaigns and on his social media channels.
Steph Curry and Under Armour: Steph Curry has partnered with Under Armour for many years. He has promoted Under Armour products in advertising campaigns and on his social media channels.
Influencer marketing is a highly effective way to reach and engage sports fans. According to a recent study by Nielsen, 72% of sports fans trust the recommendations of sports influencers.
Sports influencers are able to connect with their fans on a personal level and build trust. This makes them ideal partners for brands that want to reach sports fans.
A number of studies have shown that influencer marketing can be effective in driving brand awareness, traffic, leads, and sales in the sports industry. For example, one study found that influencer marketing campaigns in the sports industry generated an average ROI of 6:1.
Another study found that sports fans who were exposed to influencer marketing campaigns were more likely to purchase products and services from the brands that were being promoted.
Overall, influencer marketing is a highly effective way to reach and engage sports fans. It can be used to drive brand awareness, traffic, leads, and sales.
Data Analytics in Sports Marketing:
Data analytics is the process of collecting, cleaning, and analysing data to extract meaningful insights. In sports marketing, data analytics can be used to target fans with personalised marketing messages and experiences.
By collecting data on fan demographics, interests, and behaviours, you can create detailed profiles of your fans. This information can then be used to segment fans into different groups and target them with relevant marketing messages.
For example, you might create a segment of fans who have purchased tickets to multiple games in the past season. This segment could then be targeted with a special offer on season tickets for the upcoming season.
Data analytics can also be used to target fans with personalised marketing messages on social media. For example, you might use data to identify fans who have interacted with certain types of content on social media. This segment could then be targeted with ads for similar content.
Many sports organisations are using data analytics to understand and engage their audience. Here are a couple of examples:
Manchester United is one of the most popular football clubs in the world. They use data to track fan demographics, interests, and behaviours. This data helps them to target their fans with relevant marketing messages and experiences.
The NBA uses data to track fan engagement and trends. This data helps the NBA to develop marketing campaigns that appeal to their fans and attract new fans.
Data can be used to personalise the fan experience in a number of ways. For example, you can use data to recommend merchandise to fans based on their past purchases and interests or to send targeted emails to fans based on their interests. For example, a fan might receive an email about upcoming events in their area.
By using data to personalise the fan experience, you can create deeper relationships with your fans and increase their loyalty.
Esports and Digital Marketing:
Esports is a form of competitive video gaming that has grown rapidly in popularity in recent years. It is now one of the largest entertainment industries in the world, with a global audience of over 450 million people.
The intersection of esports and digital marketing is significant. Esports fans are highly engaged and digitally savvy consumers. They are also a relatively young demographic, with the average age of an esports fan being 25 years old.
This makes esports a prime target for brands that are looking to reach and engage younger consumers through digital marketing.
There are a number of key differences between digital strategies in esports and traditional sports. Esports fans are more likely to be digital natives and to consume content on digital platforms. This means that you need to focus on digital channels, such as social media, streaming platforms, and gaming websites.
Esports fans are also highly engaged and passionate about their favourite games and teams. This means that you need to create content and experiences that are interactive and engaging. They are very discerning and can spot inauthentic marketing from a mile away. You need to be genuine and authentic in your interactions with fans.
Here are some specific examples of how digital marketing strategies differ in the esports realm compared to traditional sports:
Social media is a key channel for esports marketers. Esports fans are very active on social media, and they follow their favourite players, teams, and games. You can use social media to share news, updates, and content with fans, as well as to run contests and promotions.
Streaming platforms, such as Twitch and YouTube Gaming, are another key channel for esports marketers. Esports fans watch tournaments and other live events on streaming platforms. You can sponsor streams, run ads, and partner with streamers to reach your target audiences.
Gaming websites are also a good channel for esports marketers. Esports fans visit gaming websites to read news, watch videos, and learn about new games. You can advertise on gaming websites and create sponsored content.
By understanding the unique needs and preferences of esports fans, you can develop effective digital marketing strategies that reach and engage your target audiences.
Email Marketing in Sports:
Email marketing is a powerful tool that sports organisations can use to build and maintain fan relationships. By sending personalised and relevant emails to fans, you can stay top-of-mind with fans and create a sense of community.
Here are some of the ways that you can use email marketing to build and maintain fan relationships:
When a fan signs up for a team's email list, the team can send them a welcome email that introduces them to the team and its community. The welcome email can also include information about upcoming games, events, and promotions.
You can send email updates to fans on game days. These updates can include information about the starting line-up, the latest weather forecast, and special promotions.
Share exclusive content with fans, such as behind-the-scenes photos and videos, interviews with players and coaches, and early access to ticket sales and merchandise.
Run contests and promotions for fans. This can help to increase engagement and excitement around the team.
Use data to personalise their email marketing campaigns. For example, you can send fans emails about their favourite players, teams, and games.
Some examples of sports brands who have successfully used email marketing as part of their strategy are:
The Dallas Cowboys sent a series of emails to fans during the 2022-23 NFL season that featured interactive content, such as polls, quizzes, and games. This helped to engage fans and increase their interaction with the team.
Liverpool FC sent a series of emails to fans during the 2021-22 UEFA Champions League season that showcased the team's global fan base. The emails featured photos and videos of fans from all over the world cheering on the team. This helped to create a sense of community among Liverpool fans.
Email marketing is a powerful tool that you can use to build and maintain fan relationships. By sending personalised and relevant emails to fans, you can stay top-of-mind with fans and create a sense of community.
If you would like to explore digital marketing in sports further or would like help on developing your own strategy then get in touch with our team today.
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