The Future of Sports Marketing, a brand new report from SportBusiness Group will delve beneath the surface to uncover deep answers to some of the following questions. So where does sports marketing fit into the picture? Is it still a highly relevant specialist marketing discipline or will it inevitably be subsumed into the mainstream mix? This isn’t simply of academic interest; it’s a question that goes to the heart of the future of sport. The marketing landscape is perhaps as unstable as any other with dynamic shifts in consumer behaviour and demographics, disruptive new media technologies and an acute tension between globalisation and fragmentation.For a free executive summary click here
For sports properties to continue to attract sponsorship revenues sports marketers will need to adapt to meet the challenges of brands as they push into new media formats and seek and increasingly personal relationship with their consumers. As the number and quality of opportunities for brands to engage via traditional TV dwindle, their marketing dollars will shift to those that can deliver what they need. Sports marketers need to understand how to harness the powerful opportunities provided by the internet and mobile technologies in order to keep sport as part of this mix. As well as adapting to changing media consumption patterns, sports marketers face other significant challenges. The social and health costs of alcohol, fast food and gaming are leading some to question whether the association with sport can continue unchallenged. In addition, environmental concerns are pushing brands to adopt “green” marketing strategies whilst avoiding accusations of greenwashing. The vital youth market is becoming harder than ever to target through marketing campaigns and there is some evidence to suggest that kid’s interest in sport could also be waning. This would damage the long-term future of not only the sport marketing business but sport itself. There is a greater need for sponsors and rights holder to engage in active sports marketing – typically in the form of corporate social responsibility projects. The Future of Sports Marketing analyses the key issues facing the sports marketing business and offers solutions which can be used to negotiate the challenges. Our expert contributors are all top writers, industry observers or journalists covering the sports business industry. Their expertise and opinions are backed by interviews and case studies from: • leading brands and sponsors like McDonalds, Castrol and HSBC • rights-holders such as the International Olympic Committee, the England Football Association and the NBA • top sponsorship agencies and consultants
Ben Speight
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