Sports Marketing: Game, Set, and Match

The original Sports Marketing Blog was published below on 03 March 2021. This is an updated version.

Update: NFTs and Sports Marketing

Investors believe non-fungible tokens, or NFTs could have a strong future within sports. In the USA, there is a degree of uncertainty if you were to come across a rare baseball card. Unless the card in question is so old that finding a new one would be a mission impossible. Also it is a type of technology that’s been used within the cryptocurrency space — an area that’s inherently hard for many to grasp.

In short, it’s a way of authenticating both ownership and veracity of a digital item. There’s no end to the potential uses, no one with a clear answer on how or when that technology could become a regular part of life. Right now, much of the intrigue comes around NFT collectibles.

Head over to these The Los Angeles Times for a detailed overview on NFTs

Rise Of Influencer Sports Marketing

The trend, though, is that influencers need to have the same values as the brands they’re partnering with. As consumers increasingly expect influencers and brands to take a stand on important issues. 

This is a must read for sports marketing enthusiasts.

Professional athletes, who often have larger Instagram followings than brands or teams, and can achieve higher engagement rates. This is often tied to a direct increase in sales. Therefore, brands now highlight their involvement with such influencers as corporate commitment. This brings me to the role of social change. In the digital world, though, NFTs circumvent that process by their nature, say investors.

Sports and Social Change

Sports has the power to unite people beyond politics and stereotypes.

Ayesha Chundrigar founded Pakistan’s first ever rescue service and shelter for the most neglected, vulnerable and abused street and working animals. Watch her story in today’s episode of HBL PSL #HamarayHeroes Powered by @InverexSolar.

Full episode: https://t.co/Ms0njg9rIA pic.twitter.com/Noen6hS15e

— PakistanSuperLeague (@thePSLt20) March 26, 2020

Most evident is the case of the Pakistan Super League where individuals and causes are promoted during the live telecast of cricket to millions of viewers worldwide. Often it is the brands who are pushing the sports administrators, marketers, and providers to incorporate activities that facilitate social change. Well Done PCB.

Sports and entertainment marketing have one thing in common. That is to say, marketing and promotion of celebrities and events. However, Sports stars aren’t actors and can’t always effectively brand. 

Sponsorship and Sports Marketing

The uncertainty caused by the COVID-19 pandemic is reducing the value of sponsorship. How rights holders sell and brand managers make those investments are of critical importance. Most importantly, when there is a clash between sponsors to secure sports rights, they likely can control fees.

As Nielsen points “Brands need to have digital-first contingencies in place to engage with consumers.”

This shift is here to stay in a risky physical world. Last year, Pakistan’s biggest cricket tournament was stopped in the last stages as a result of the pandemic.

The challenge is often for those representing tier two or less developed sports. Squash and hockey are prime examples although both have nationwide recognition. Add to that potential for football i.e soccer for a year around fan engagement.

One area with more activity in recent years is the private investors who see an opportunity to generate business from a long-term sports partnership. This brings me to the largely untapped potential of women in sports.

Sports Marketing and Women

The general perception that women are not active in sports is outdated and irrelevant. Pakistan has recently witnessed a rise in the achievements of women in sports. A decade of transformation at best covered mostly by media.

Brands can play a huge role by sponsoring facilities that lack significantly. In partnership with sports federations and even educational institutions. A long-term view for developing women’s sports in Pakistan. Be it cricket, squash, soccer, badminton, or/and athletics at large. 

Sponsorship is still one of the best ways in empowering besides celebrating their achievements. Sports are also a catalyst for gender equality. Many brands already play a role in this, but they are not as actively involved as they should be. Considering the young women population, stakeholders need to do more. It’s still relatively new for women’s sports.

E-Sports Marketing

Esports has a great future and already has a considerable market size globally. Game Streaming was at an all-time high in 2020. Surpassing many traditional sports in terms of both revenue and viewership. But, what about us?

Perhaps, Pakistan needs to re-evaluate sports penetration and effectiveness. It’s the way they consume sports that matters.  In other words at reaching a young, diverse and inclusive audience. They enjoy sports just as much as members of other generations. As an additional marketing channel.

This happens to be my observation based on experience. A significant number of our upcoming generation grew up with screens in their hands and it’s not TV.

Whats Sports Marketing Got To Do With Me?

Pakistan is popular for 3 sports in the world. It is an honor for me to experience all three of them as a marketeer. For example:

. World Squash Team Championship 2005 with Pakistan Squash Federation and Geo and Jang Group

. ARY Shukriya Pakistan Hockey Cup 2016 with Pakistan Hockey Federation

. Pakistan Super League Cricket: With Karachi Kings in the initial years at ARY

In Conclusion

In my humble opinion, sponsors are advised to rethink their strategies.

As a result.A direct connection with customers and a purpose-driven brand footprint. Therefore, an emphasis on digital and influencers will be critical going forward. However, the best way to do that is to study the market deeply and inclusively. 

This for me is the game, set and match in 2021 & beyond for year around fan engagement.

°°°·.°·..·°¯°·..· 🎀 𝒫𝓁𝑒𝒶𝓈𝑒 𝒞💙𝓂𝓂𝑒𝓃𝓉 & 𝒮𝒽𝒶𝓇𝑒 𝒴💙𝓊𝓇 𝒱𝒾𝑒𝓌𝓈 (𝓎☯𝓊𝓇 𝒻𝑒𝑒𝒹𝒷𝒶𝒸𝓀 𝒽𝑒𝓁𝓅𝓈) 𝒯𝒽𝒶𝓃𝓀𝓈 🎀 ·..·°¯°·..·°.·°°°