Marketing through Sports

Good afternoon people. Here is one article I wrote myself about marketing and advertising through sports.

Marketing is, as defined by the American Marketing Association (AMA), "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large". Companies use many different ways to promote their products or services and reach the consumers. Nowadays, some of the most common strategies that companies are using to pass knowledge of its products on to the consumer are through the use of advertisements put up in sports events, by signing the most outstanding athletes on the sport to promote their brand, and the use of advertising during the broadcast of sporting events.

Sports have a lot of fans and people who practice the sports as a hobby. Some fans attend the stadium every game to support and cheer up their teams or players in individual sports. Marketers have seen the popularity that sports have among people as an opportunity to advertise their brands and products. They do this by sponsoring sporting events to gain customer awareness; the people who attend the games will see mass advertisings of all the brands and names sponsoring the event surrounding them everywhere they go.

Another strategy that marketers use to promote their products is by contracting the most famous athletes. These athletes sign contracts for millions of dollars to use their products and give word-of-mouth to the customers; the brand or product does not necessarily need to be related to the sport. Some examples of this method of marketing are tennis player Roger Federer, some of his signings are with companies such as Mercedes-Benz, Rolex, and Gillette; the two most famous soccer players of the moment Lionel Messi and Cristiano Ronaldo, who have contracts with Adidas, Nike, Armani Exchange,

Also, thanks to the advances of technology, sporting events are now being broadcasted worldwide. This creates a win-win situation because now sports teams are now able to gain fans anywhere in the world and marketers are able to reach more consumers for their products by the ads presented on television with both the ads placed on the fields and courts and the ads showed on television during breaks and timeouts.

I hope you have enjoyed.

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