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Sports Marketing Worldwide

Submitted by Mitch Seigel on Tues, 7/24/2012

As the Olympic flame is about to be lit and athletes from around the world descend on London, it is a good time to reflect on the growth of sports marketing’s strength as a marketing environment to reach your target customer.

After all, aren’t you trying to get your message in front of as many possible eyeballs? This year, the Olympics are expected to be seen by four billion people worldwide. That’s four billion with a ‘b.’ NBC will be the television network, utilizing all of its assets, both broadcast and cable. In addition, many of the events will be live online and will be able to be seen via mobile devices like never before. The hot word for sports marketing this year’s event is live. It’s just not the same to experience a sporting event after you know the outcome.

Case in point, I remember watching the Winter Games in 1980 from New York. Most of the coverage was tape delayed to the West Coast. It was easier then to avoid hearing the outcome. This was prior to the internet. All you had to do was not listen to radio, watch TV, or talk to friends and family. We watched the women’s figure skating from 9pm. At 10:45, the American figure skater was still in the running for the gold medal. The station took a commercial break. During the break the local newscaster came on with a preview of the 11pm news and said, “We’ll show you how the American skater just missed winning the gold.” Two and half hours of time, wasted!

As I’ve said in a past blog about the super bowl, the Olympics is larger than life. To advertise or market your business through the worldwide event is expensive but well worth it. The fact of the matter is, that most businesses can’t afford the expense on the worldwide stage. However, there are many ways to take advantage of the event locally, through online, print, broadcast facilities in your respective area.

The great thing about sports is that they are always cyclical. They happen over and over and over again. If you repeat your involvement consumers see that, and the loyalty you give to the event passes on to your business through these customers.

For the first time, the Olympics will be held in the same city three times. Tune in as often as possible. See how companies get involved. Take mental note on how you can bring that to your own business in the way of local sports marketing efforts. May your favorite athletes have much success!

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