Introduction
Sports marketing has become a modern trend for many organizations. Both global and domestic organizations are using different celebrities as brand ambassadors to enhance the visibility of positioning and attraction. Sports marketing has emerged as a critical subdivision of the marking that can help in promoting sports events or different products or services. However, Sports marketing is changed or evolved with the time, and it seems the best time to make some changes or come up with different solutions. Some key issues trigger sports marketing. However, by adopting new sport marketing trends, marketers are making the whole process entirely sustainable, lucrative, and useful for the public.
Background/History of the Issue (Sports Marketing is Shifting)
Sports marketing is shifting. People see sports differently. Traditionally, people had to watch sports on television with a single purpose. They only watched the game. Now, sports marketers have to increase attention or attraction of people through dramatically shifting the process. People or sports fans have evolved or developed with time. They need a shift to be more entertaining and lifestyle oriented. Traditionally, athletes were not presumed as heroes by people. Today, many organizations are still focusing on celebrities belonging to the film industry. The concept of a sports celebrity has been yet to occur in different sectors to create a good impact on sports events and different brand developments (Bashford, 2017). People usually enclose the same perception of different athletes. Sports celebrities are to be streamlined to make the sport and brand interesting for people in different markets. In this contemporary era, it is revealed that sports celebrities are not as lucrative compared to other actor celebrities. Thus, organizations are not taking risks, as far as brand development and success is concerned. A sport marketing is shifting, and it has become a prominent issue for organizations. Changing the brand strategy and the whole marketing process is necessary to be relevant and lucrative.
Significance to Sport Marketers
The shift in sports marketing is creating an impact on brand marketing as well. Therefore, marketers have to adopt some new trends and hold some strong association with sports events and athletes. Brand development and competitive positioning have become significant challenges for marketers due to people’s interest, perceptions, and interest in sports. People love sports due to their favorite athletes. Marketers have to identify or realize the marketing power of sports stars (Arthur, 2016). Athletes can depict their associations with marketing teams of different organizations and sell products. Apart from product selling, athletes can become celebrities and improve connections between brands and customers.
Sports marketing can promote sports events or brands. For Instance, many football leagues are promoted by these sports celebrities. The purpose for marketers is to increase product awareness (i.e., shirts, fleets) and support the event. Sports and brand marketers have to talk about benefiting from these sport marketing trends, and it justifies the importance or significance of the issue. Marketers have to focus on this shift and make the brand more appealing.
The description of the issue and significance depicts many insights for marketers. Now, some solutions are to be proposed for these marketers to integrate with this new sports marketing shift. Industries are becoming competitive, and it is the best time to make the difference.
Proposed Solutions
Sports marketing needs the identification of the right athlete for the right brand at the right time. For Instance, if a brand exists in a country that loves football and organizes significant football events, then it must find a football celebrity. It depends on how people perceive that celebrity or athlete. Leo Messi of FC Barcelona fame has become the next endorser of the blockchain company. SIRIN LABS, a prominent company selling hardware for Cryptocurrency communities, have identified this athlete more appealing (Buck, 2017). The most important thing for the marketers is to take advantage of the fan following of Messi. People around the globe love him, and they will listen to the brand message in different advertising campaigns.
Marketers have to spend money on sports celebrities to create brand awareness. Brand awareness is the need of modern organizations in the competitive market. Marketers have to move to sports marketing by rationalizing goals and objectives. For Instance, Leo Messi has been signed by Indian Tata Motors (Choudhury, 2016). In the two-year agreement, the firm wants Messi to promote low-cost passenger vehicles in both domestic and international automobile markets. Messi will prompt people to make buying decisions. A car, driven by a sports superstar, will be the dream car for football and Messi lovers. However, the purpose is to deliver the message to the target audience. (BS Reporter, 2015).
Identifying the target audience is an unbeatable sports marketing solution or strategy to enhance the visibility of attraction, to position and to buy decisions. For Instance, Cristiano Ronaldo, season La Liga, and Champions League winner, has signed with Nike to promote fashion blankets to young people (Wee, 2017). The target audience of this sports marketing is youth and young adults who love football and Cristiano Ronaldo. The best thing that this company has done is to target customer demographics. 32 years old Cristiano Ronaldo is an inspiration for some ages. Thus, the relevant sports celebrity for relevant people may create a secure connection (Rizvi, 2016).
Team owners have also used sports celebrities in different leagues. The purpose is to promote the event and generate the supply for the team in the game. It is also a prominent sports marketing. However, as far as the association with the brand development is concerned, many athletes are looking to be heroes outside grounds. For Instance, AIA vitality has made David Beckham a brand ambassador to promote a healthy environment (Wee, 2017). Crafting a compelling message is a crucial sports marketing strategy, which can be justified by a prominent sports celebrity. Depicting a different view of personality is necessary to develop the brand image and contain strong associations with people or communities.
Celebrities and brands are meeting different purposes. Football players are looking to promote the game in different countries by their association with people. On the other hand, brands are looking to change their perceptions regarding products or services. To promote the event or brand, it seems imperative to come up with a clear goal or purpose. Adequate selection of the media channel for better content and product depiction is also a good strategy.
Concluding Remarks
In the end, it is to conclude that Sports’ marketing is facing the issue of changing people’s interest. The shift in sports marketing has changed people’s perceptions and thoughts. Based on this contemporary issue, the study proposed some solutions for sports marketers. The promotion of brands and sports events is essential to be more appealing. Firms have to invest in athletes to make them the brand ambassadors and promote brands in different parts of the world. Brand and sports development are two major themes of this article. The article also illustrated some key examples of international football players as sports celebrities along with some insights and impacts.
References
Arthur, R. (2016, April 14). The Marketing Power of Sports Stars. https://www.nytimes.com/2016/04/05/fashion
/sports-athletes-marketing.html
Bashford, S. (2017, March 6). What you need to know about sports marketing in 2017 and beyond. https://www.campaignlive.co.uk/article/need-know-sports-marketing-2017-beyond/1424873
BS Reporter. (2015, November 3). Tata Motors nets Lionel Messi as brand ambassador. https://www.business-standard.com/article/companies/tata-motors-nets-lionel-messi-as-brand-ambassador-115110300018_1.html
Buck, J. (2017, December 8). Leo Messi The Next Blockchain Celebrity Endorser. https://cointelegraph.com/news/leo-messi-the-next-blockchain-celebrity-endorser
Choudhury, S. (2016, July 11). Tata Motors Brand Is Bruised Again by Messi Mess. https://blogs.wsj.com/indiarealtime/2016/07
/11/tata-motors-brand-is-bruised-again-by-messi-mess/
Rizvi, S. (2016, June 10). How Cristiano Ronaldo Is An Inspiration To Us All. https://www.parhlo.com/how-cristiano-ronaldo-is-an-inspiration-to-us-all/
Wee, T. (2017, October 17). 11 craziest sports celebrity endorsements. https://www.foxsportsasia.com/offbeat/731923
/11-craziest-sports-celebrity-endorsements/
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