Continuance: Marketing in Sport

Scandal is inevitable.

What was inevitable is that the desire to win overrides any ideas of personal or corporate ethics. This need, constantly pushed on athletes, coaches and administrators clouds judgement and justifies appalling behaviors. What was inevitable is that scandalous corruption was coming to sport — because there is too much money, claims James Connor.

According to Connor, Children are plucked from the masses and selected into pathway or talent programs. They end up being coached, trained and played till they either break or make it into an elite team.

Marketing Machine

Winning a premiership guarantees further sponsorship for your team, the brand grows and more money is sucked into the system, says James Connor, and the influence of corporate control and sponsorship, where making money and exploiting your players and fans is the only option, is undeniable.

The commercial potential of sport celebrities is defined by their popular images, drawing from their achievements such as athletic ability and performance. Sponsor organizations therefore associate with the image of the celebrity in the hope that the favorable brand image of the celebrity will rub off on their image, says Ohanian.

Sport Down-Under thinks that a celebrity with multiple sponsors, and all those  sponsors speak to a different target market of those sponsors. If the celebrity manager is smart, they will select sponsors that cover varying demographics. Sport Down-Under states the example : “Guys want to be him, girls want to have him” is always better than “Guys want to be him, girls don’t know who he is.”

Scandal is inevitable

Connor believes that this drive to win, be the best and beat the opposition inevitably leads to temptation. Combine that with the corporate imperative to make a profit – the pressure becomes immense. The spirit of sport is money — gone are the ideals, claims Connor.

As soon as money enters sport we see corruption, whether it is the IOC, rugby league or Twenty20.

How do they promote themselves?

According to Mark, Blogs, SEO, Search and social networks are at the heart of Internet Marketing 2.0, and they can help you promote your business to the masses, a key trait in the world of Social and Business networking.

Lauren Drell claims that another great way to market sport are social networks such as Twitter and Facebook. The passion of the fans makes them a perfect audience for Facebook and Twitter— they crave interaction with the team and will gladly engage in  communication. Even if the fans can’t come to a game the person marketing the team should make sure that those who are left at home still feel like they’re in the crowd. There should be a constant update on what the team is doing as well as upcoming events.

My opinion

I believe that social networks are a great way to change and give a certain image to a company. They can “communicate” with certain age groups and target groups and take advantage of the passion of fans for their sport. The popularity of sport is a great stage to market products or services as millions of people watch a high class soccer game or follow their team on Facebook, twitter or on special applications on their cellphones. Athletes become brands…