Sports marketing is one that refers to the set of strategies aimed at the marketing and distribution of products and services, within the sports context. When talking about this type of marketing, a differentiation must be made between: The promotion of sports events and entities and the dissemination of brands or products through these events and entities.
There are four types of sports marketing:
Marketing of sporting events: this kind of marketing is fundamental because it fulfills a double objective: on the one hand, to communicate and promote the sporting event; and on the other hand, give visibility and refund to the sponsors who have invested in the event.
Sports marketing in general: in this case, marketing is based on the issuance of collective messages that usually refer to the benefits offered by the practice of a sport, in the same way it goes together with the dissemination of good eating habits.
Marketing of sports products or services, in this case it is about promoting the sale of other products through sports. In this way, these products or services are associated with the values of a sport or athlete, to attract a target audience.
It is important to highlight the use of sports celebrities by brands, representing this, a basic strategy to achieve a better level of loyalty. This has caused star athletes to become very famous, which has led them to adopt the role of role models in society. Michael Jordán and David Beckham are a faithful example of this.
Marketing of sports entities: in this case they are the sportsmen's marketing teams, they are in charge of promoting their activities and that the public can learn more about them.
One of the advantages of sports marketing is that it allows to create links between the brand and the positive values that a sport or an athlete represents; You can quickly boost the positioning of a brand or product by linking with the recognized athlete.
Another advantage is that it offers a massive exposure of the public that appreciates the sport in cases like the World Cup or the World Series.
