Fly the Friendly Skies of…Sports Marketing

I’ve been trying to watch the Winter Olympic Games from Sochi, Russia, despite there being a twelve hour difference in time. It’s been especially hard since every newscast wants to give the latest scores and points ASAP, even though many of the events are tape delayed. To watch live means staying up 24/7, which for most of us, is next to impossible!

What I have noticed is that many of the sponsors that support the summer games, are also supportive of the winter games. My vote for best commercial to date is the one for United Airlines, the official airlines of the United States team.

They have many of the actual athletes on the team in the commercial. Speed skaters, both long and short track are skating onto the plane. You have one of the ski jumpers going up the luggage ramp. A figure skater twirls down the aisle of the plane to put her carry-on luggage above her seat. And lastly the flight attendant walks down the aisle giving high fives to athletes on either side of the aisle.

This United Airlines commercial is very visual and right in your face. Contrast that with the way Oakley has captured our attention. In almost every case, the snowboarders, skiers and other athletes are wearing one or more Oakley products. Subliminally we are being exposed to their products being worn by the best athletes in the world. What better way to endorse a brand!

If your company has not jumped on the sports marketing bandwagon, don’t worry. You have plenty of time. Sports is not going away anytime soon! My suggestion would be to check it out for your own business and make it part of your future business and marketing plans. All demographics participate or watch sports, at one time or another. This form of marketing can stretch your budget and give you maximum exposure to the correct group of potential customers.

What are your challenges when it comes to the friendly skies of… sports marketing? I look forward to hearing your comments. Until next time…