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Following last year’s Olympics, sport in Britain has never had such a high profile. This has resulted in an increased desire for TV and online content, ring-fencing of government sport funding, more grassroots initiatives to deal with our successful Olympic legacy, a wider choice of modern sports, not to mention medal winners appearing in numerous advertising campaigns. All of this activity increase the challenges than sport face over the longer term.
Sports of all sizes are now in fierce competition to own a piece their target audience’s precious leisure time, whether that be playing, watching or volunteering. The more messages and coverage, the harder to focus audiences to your specific need. And sports are not just competing against themselves; they are challenging other entertainment sectors (festivals, holidays, weekends away etc) for budget, time and future national success.
So what does this mean for marketing sport? As governing bodies, clubs, venues, grassroots programmes, sponsors and media look to drive home their messages, it means campaigns need to do more to stand out across an ever increasing number of channels. Bearing in mind a fan may receive numerous forms of communications from different sport stakeholders, it could mean it gets very messy, very quickly. So what the best ways forward?
As the new financial year looms, here is Earnest’s short guide to making your life easier: