Sports Marketing - How to Choose Your Brand's Most Compatible Sport   by Larry Lim

in Marketing / Brand Marketing    (submitted 2011-08-22)

Developing and exposing a brand name related to the sports industry is an important marketing strategy that produces results. The ongoing sales potential associated with name recognition continues to attract new customers and improves future product development. Choosing a specific sports team to target, however, is the first and most important step in reaching the marketing goal for any business. When the right match is made, abundant sports sponsorship opportunities emerge and the ability to increase sales and sell products increases.

Evaluating the Playing Field

Before committing to any sports marketing program, each business owner should evaluate all aspects of the plan. Some situations are obvious, for example marketing sports equipment such as protective helmets to a bicycle or skateboarding team. If the product does not necessarily have a direct correlation to a specific sport, for instance energy bars, t-shirts or footwear, the use of the brand name should be carefully reviewed. A good method is to imagine how players might appear wearing apparel or carrying products or equipment with the brand label clearly displayed.

A few key questions to ask before choosing a team to sponsor might include:

- Does the product or service match the type of sport and is it age appropriate? Brands used in an inappropriate way may have a negative effect on sales.

- Is the decision based on a personal relationship with a sports team rather a professional approach to promoting the brand? Supporting a local team is great but only if it matches the overall marketing goals.

- How will the company benefit from committing to this team? For example, will complimentary tickets be available or other perks such as preferred seating or the use of a clubhouse. Sports sponsorships often open the door to other marketing techniques such as providing incentives to preferred customers.

Selling the Brand to Sports Team Managers

Being realistic about whether a sports team has the ability and interest in incorporating a brand into their organization helps prevent disappointment. In some cases, using a trial sample of a product or adapting a specific item to the team creates a good starting point.

Start with a checklist to determine how the brand will be used:

- Logos and brand names included on equipment and apparel.

- Products promoted during advertising campaigns including TV coverage, magazine ads, posters and other materials.

- Brands incorporated into banners and displayed during games or sports events.

After the commitment is made, a company representative should maintain an active presence with the sponsorship to ensure that the brand name continues to be used on equipment and products supplied to the team. Monitoring new sales that resulted after the promotion provides a method of analysis and may indicate the need to change teams or revise the way the brand is displayed.

Analyzing Company Sponsorship Funds

A sound marketing strategy should always include funds for promotional purposes. Advertising campaigns that include a sports sponsorship program provide a solid means of establishing name recognition. When a brand name gains widespread acknowledgement, the additional sales allow a business to expand their presence and increase sponsorships to a new level.

Funding issues to consider include:

- A small business may start locally with the goal of reaching a specific customer base.

- Develop a relationship with the sports team to ensure that the brand is well displayed and funds are being used properly.

- Perform regular audits to review the exact allocation of sponsorship dollars.

By evaluating the financial commitment and targeting the appropriate team, any sports-oriented business gains the opportunity to improve their market share and increase sales.

About the Author

Larry Lim is a SEO Consultant for SearchGuru Malaysia and writes on a wide range of topics within the Southeast Asian region, including sports marketing and sports sponsorship.