Exploring the Impact of Sports Marketing: How It Benefits Brands and Consumers

Reza Mamodhoussen
Apr 15
2 min read

One of the most profitable industries today is the sports industry. People are willing to spend money to watch all sorts of sporting events and they are also willing to spend money on products because of sports. We are going to cover two main topics today.

1. The concept of sports marketing

2. Advantages of sports marketing

“The aim of marketing is to know and understand the customer so well the product or service fits him and sell itself.” - Peter Drucker

The Concept of Sports Marketing

There are three main types of sports marketing, the marketing of sports, marketing through sports, and the grassroots of sports marketing.

Marketing through sports is quite simply the promotion of sports, sports associations, and sports teams that are directly connected to and evolve the sport. The main purpose of this type of marketing is to advertise events, teams, and associations. The Superbowl and the World Cup are events that are examples of this. Hitesh Bhasin states in his article What is Sports Marketing, “The NFL, which organizes the Superbowl, seeks to promote the Superbowl itself, as well as American football in general and the different competing teams.”

Marketing through sports is concerned with the promotion of different goods, and services, or caused by using athletes and influencers. This is where most fans would see a multitude of athletes endorsing different products and the use of sporting events by sponsors to advertise their products.

Grassroots sports marketing is mainly concerned with promoting sports to the general targeted audience. Most teams want their audience to grow year-on-year, and this is done by increasing the popularity of the sport. Usually carried out by sports associations that want to increase interest in the sport through charities and governmental bodies, by allowing the youth to be a bigger part of the targeted audience.

Advantages of Sports Marketing

As a sports marketer, you can help your own brand and the company you are working for excel in finding people who are willing to promote new products. Sports marketing is also about raising viewership and revenue across the board for organizations.

Sports marketing can also be thought of as a public service, for example, when athletes promote charitable causes and can raise aid for those in need because of their status.