Understanding Sports Marketing

A lot of people in Sports Management are interested in a career in Sports Marketing. The question that continually pops up is “What is Sports marketing?”

Sports marketing is a form of marketing in which brands use mainstream or alternative sports to connect with both a broad and/or targeted group of consumers.

Sport marketing focuses on the promotion of teams and sporting events along with the promotion of products and services related to sports teams and events.

The main goal of Sports marketing is to build a passionate fan base along with sponsors, media outlets and government who pay to support and promote the sports organization both locally, nationally and internationally.


Sports Marketing is divided into three sectors.

  • Advertising Of Sport And Sports Associations
  • Promoting Sporting Events, Teams And Athletes
  • Promoting Of Sports To The Public To Increase Fan Participation


Advertising is extremely important for any organization to succeed and this includes sport and sports associations such as:

  • The Olympics
  • Major League Baseball
  • National Football League
  • National Basketball Association
  • National Hockey League
  • Collegiate Sports Associations or Leagues

They all rely on advertising to increase league revenue and awareness to increase interest for a specific sports league or sports association but is not intended for individual teams or athletes.


Promoting and advertising are two different entities but both are just as important as the other.

Sporting events are promoted to let people know what the event is, where it is going to take place and who is going to be involved.

Organizations promote individual athletes to build a strong fan base and sell various athlete products such as:

  • Jerseys
  • Pictures
  • Trinkets

Individual teams usually promote themselves within the localized area in order to increase team awareness and fan participation. This is very important in building a brand name and promoting various team products.


Promotion of sports to the public is very important in order to increase fan participation and loyalty and build a highly identified fan base.

Fans that identify with a branded good or service along with fanatical followings that are willing to proudly wear their brand names and display unyielding devotion are within the realm of sports marketing.

Highly identified fans develop a passionate connection with leagues and various teams which leads to the consumption of:

  • Media
  • Events
  • Merchandise.

Promotions are designed to add value and generate revenue for the organization.


The role of sports marketing within an organization all starts with knowing the individual fan.

This is generated and maintained through customer relationship management (CRM) systems and analyzed to gain fan insights and meet the desires of those passionate fans so that they feel as if they are part of a fan community intimately connected with the league, teams and other fans.

A Customer Relationship Management system will provide the following advantages:

  • Quality and Efficiency
  • Decrease in Overall Costs
  • Increased Profitability

Although CRM is helping to increase revenue for teams, implementation usually begins as a service to the fans.

All of these areas collectively and individually make up the sports marketing industry.


In order to enter into the field of sports marketing, an undergraduate degree is a necessity.

There are various degrees that can be helpful including:

  • Sports Management
  • Marketing
  • Business
  • Advertising

These days most Universities offer these degrees with a concentration in sports.

In addition, someone can gain valuable experience by interning for a sports franchise or sports marketing agency.

Comments are closed.

Sports Equipment