Marketing Through Sports
Sports marketing is popular in developed countries and it is gaining popularity in developing countries. Even fast moving consumer goods like, soft drinks and beverage products are very aggressive in sports marketing globally, whereas, telecommunication companies are very aggressive in sports marketing at national level. Health related products like innovative technology equipments to loose weight and stay fit, and dairy products like goat milk and vitamins supplements are also very active in sports sponsorship and marketing.
The commercial success and acceptance of sports marketing have made it popular in the Western countries and marketing can be in any form of media, like sponsorship in sports events, commercials on television, magazines, social media, placing advertisements in sports pages in newspapers and many more.
Marketers and advertisers see sports marketing and sponsorship a trend and a vital tool to reach consumers these days. In America , there are academics that provide professional certification program in sports marketing and associations set up to promote sports marketing, like Sport Marketing Association (SMA), founded in Columbia.
For marketers in sponsorship in sports marketing, their first priority is getting the exposure as it can assist in promoting the brand. Companies can get an association with something that is good with the investment in sports marketing as sports are where miracle happens and are full of happiness. In addition, marketers will get positive brand experiences and this might assist them to increase their sales. Brand differentiation is another important factor that governs the effectiveness of sports marketing as marketers can open up a new avenue of advertising that will set them apart from their competitors. Of course, marketers can also invest in sports marketing by creating interesting game events.
However, being clear about the Company's objective is essential when marketers are going for sports marketing and sponsorship. Objectives can include targeting the mass market or raising the brand's profile. Some people might have a misconception that the target market for sports marketing is mostly men. I wish to correct it by saying that it caters to women as well. An example is ESPN sports where around 45 per cent viewers are women. Overall the current global economic crisis impact on sports marketing is still positive and also very much depends on the sport.
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