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The estimated total revenue of the global sports marketing is, according to recent reports, over the $100 billion mark thanks to rapid growth spurred by the onset of the digital age. Sports brands looking to cash in on the opportunities provided by the Internet and social media must be aware of the latest trends in sports marketing or risk being left behind.
With 2018 now behind us, let’s have a look at some of the top sports marketing trends of last year.
Unfortunately, the sports world has not been without its share of violence or terrorism in recent years. It’s no surprise that concerns for fan safety are at an all-time high. One of the top marketing trends for sports brands in 2018 was publicizing safety efforts like new biometric fan recognition programs, electronic fingerprinting, and RFID ticket systems.
Innovative Ticket Packages
Let’s be honest: season tickets are expensive. Most fans can’t afford or simply refuse to shell out thousands of dollars each season. Luckily for sports fans, teams have begun marketing more experimental and innovative ticketing options, allowing more people to attend games more frequently!
From subscription-based mobile passes that give fans the ability to attend a certain number of games at a pre-set rate to complete e-ticketing systems that make buying and selling tickets a breeze, sports brands are doing all they can to attract more fans and sell out games with creative ticket pricing.
Advertising on Social
There’s no denying the power that millennials have on today’s society. Brands that are absent from social networks risk missing out on reaching this crucial demographic and sports teams are no different. In fact, 2018 saw a drastic increase in the number of sports teams investing in social media marketing.
Some fans may not love the fact that professional athletes are now more than ever using their platform to stand up for social issues; others might feel that more athletes should take a stand. Regardless of your position, it was hard to ignore the prevalence of social activism in sports marketing in 2018. For companies like Nike, signing player-activists like former NFL quarterback Colin Kaepernick helps drive increased visibility and improve their brand image in the eyes of the more socially-active younger generations.
As you can see, 2018 was a year of innovation for the sports marketing industry. We will undoubtedly see many of these trends continue into 2019 as more and more sports brands seek to expand their global online presence.