Video Trends in Sports Marketing
Updated July 17, 2018.
Videos are vital in the sports marketing industry. They keep people up-to-date, excited, and purchasing tickets and merchandise. As with any other industry, sports marketers have used video as a marketing tool for quite some time, but it’s constantly evolving. Here are three of the most prominent trends in sports videos today:
1. Endorsement Deals
Athletic apparel advertisements have become an entire subculture of the sports and fashion marketing industries. Within that culture, professional athletes and celebrities are essential in marketing efforts. It’s not uncommon for most high-profile athletes to make exponentially more money through endorsement deals than salary.
Brands like Nike have superstars promoting their products in every sport. Professional franchises know that ticket sales and profitability ride on their players. So the more exposure their players get, the better it is for them. Star power is a clever video marketing strategy that most big sport franchises implement.
2. Competing with the Couch
Today, sports and videos go hand in hand. It’s a huge industry with widespread access – which can also cause problems. When it comes to actually attending sporting events, is it possible that videos are harmful?
Today, sporting event organizers have to compete with high definition TV’s and laptops. These screens make a compelling case for fans to stay in the comfort of their pajamas and watch games for free from home. The seat from their couch gets better angles and views than most stadium seats do. Without even moving, they can follow games and updates on TV, online, social media apps, etc.
So how can videos counteract this? Advertisers have to make sporting events about more than just the game.
Hype up videos are very helpful with this daunting task. These videos get fans excited and amped up for games. The goal is to make them want to hop onto their laptops and buy tickets ASAP. The key is selling a memorable and fun experience, rather than just the game itself.
3. Expanding Target Demographics
Long gone are the days sports marketers look to young men as their sole demographic. The industry is seeing an increase in videos targeting women, the elderly, people of all races, and even the disabled. Many athletic brands encourage everyone to be active, no matter what.
The bigger your market reach, the bigger potential there is for sales. It’s okay to target specific groups for specific products, but in the grand scheme of things, appealing to a wide range of people for something as universal as exercising is a smart move on behalf of many athletic apparel brands.
The sports video marketing industry isn’t going anywhere anytime soon. As it continues to evolve, keep a look out for celebrity endorsements, hype up videos, and campaigns appealing to a variety of demographics. These are smart strategies that are applicable to not only the sports industry, but a variety of other industries as well.
Alanna Goodman is a marketing and communications intern at Green Buzz Agency. She reports on the latest trends in sports video marketing.
Andrew David contributed to this post.