Paper 8856

ISSN (Online) 2581-9429
IJARSCT
International Journal of Advanced Research in Science, Communication and Technology (IJARSCT)
Volume 3, Issue 2, March 2023

Impact Factor: 7.301
Business Sports Marketing Opportunities : A

Study
Dr. P. Ranjith1, Dr. K. Baranidharan2, Dr. T. Suganya3, Dr. N. Selvakumar4,
T. Sujathabaranidharan5, J. Rokesh Kanna6, J. Ravivarman7
Director of Physical Education, Sri Sai Ram Institute of Technology, Chennai, India1
Associate Professor in MBA, Sri Sai Ram Institute of Technology, Chennai, India2
Assistant Professor in Commerce, Idhaya College for Women, Kumbakonam, India3
Assistant Professor Commerce, Annai Vailankanni Arts College, Thanjavur, India4
Knowledge Sharer in Teaching, Mudichur, Chennai, India5
Final Year MBA, Sri Sai Ram Institute of Technology, Chennai, India6,7
Abstract: Marketing which is entered to almost our whole life, now more than goods and services became
an important concept of ideas, persons, institutions, events, and facilities. As a main activities of business
sports marketing has an important place in sports industry. Sports marketing strategy that is aimed at
promoting sporting events, equipment, or products and services using athletes or a team. It involves
organisations planning, executing, and advertising sporting events and in return increases revenue.
Keywords: Business, Marketing, Sports, Awareness, Brand
I. INTRODUCTION
There is much prestige already in Indian culture, and these days the rising popularity of the sports culture is adding to
the prestige of India. These days sporting events have become very popular & some sports are enjoying the status of
most favoured sports activities. Endorsements & sponsorships will be handled on line. Athletes have a powerful fan
flowing & hence endorsing a product is easy with a sports star endorsing a product. Sports marketing is an element of
sports promotion which involves a wide variety of sectors of the sports industry, including broadcasting, advertising,
social media, digital platforms, ticket sales, and community relations. Marketing plans and strategies are an important
part of almost any business today. One of the biggest industries marketing plans have benefited and changed in a
number of different ways is the sports industry. The development of the sports marketing industry has led companies to
invest millions of dollars to have their product associated with specific teams, players, and sporting events attempting to
connect with consumer and create profit for both parties involved.
1.1 Sports Marketing

The term ‘marketing’ tends to be used in a variety of ways. Some think of marketing as the use of advertising, publicity
and personal selling techniques to make others aware of a product, or to attract more consumers to buy it. However,
marketing is much more comprehensive than this narrow interpretation. Put simply, marketing means to be focused on
satisfying the needs of customers or consumers. In turn, this means that sport marketing is focused on meeting the
needs of sport customers or consumers, including people involved in playing sport, watching or listening to sport
programmes, buying merchandise, collecting memorabilia, buying sporting goods like clothing and shoes, or even
surfing a sport-related website to find out the latest about their favourite team, player or event. The terms ‘consumer’
and ‘customer ‘are used throughout this text. A sport consumer is someone who generally uses sport products or
services. A sport customer is someone who pays for the use of a specific product or service. It is legitimate to use the
terms inter-changeably to refer to those people who use and pay for sport products and services
Sports marketing is a subdivision of marketing which focuses both on the promotion of sports events and teams as well
as the promotion of other products and services through sporting events and sports teams focussed on customer-fans. It
is a service in which the element promoted can be a physical product or a brand name. The goal is to provide the client
with strategies to promote sports or to promote some other product, service, business or cause through sports. Sports
marketing is also designed to meet the needs and wants of the consumers through exchange processes. These strategies
Copyright to IJARSCT DOI: 10.48175/568 456
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follow the traditional four "P"'s of general marketing: Product, Price, Promotion and Place. Another four "P"’s are
added to sports marketing, relating to the fact sports are considered to be a service. The additional 4 P’s
are: Planning, Packaging, Positioning and Perception. The addition of the four extra elements is called the
"sports marketing mix.
1.2 Importance
 Build Brand Awareness & New Clients: One of the first benefits of sports marketing is creating brand
awareness, and drawing new and potential clients. As you align your brand with local sports teams, you will
realise that you’ve positioned your brand to reach new audiences who might not be familiar with your
product/services. When you increase your overall brand awareness, you will notice a significant increase in
your sales because your brand starts getting in front of local supporters of that team. Tools like social media
and digital ads can also help make your brand more visible to sports fans.
 Loyalty is Sky High with Sports Marketing: Loyalty is just as relevant in the sports industry as in any
business environment. Brand loyalty is the second top benefits of sports marketing. Helping fans identify with
their teams and build a passion for them is key in sports marketing. Your business can increase its loyalty by
aligning your brand with things your customers care about, including the sports teams they support regularly.
An average of about 50% of a company’s business comes from the referrals of existing customers.
 Increase in Sales & Sales Of Season Ticket: Loyal season ticket holders also create more interest from
media coverage. With sports marketing, season ticket sales are the foundation of any professional sports team.
Aligning your brand with sports can overall help increase your sales because there are a lot of sports lovers out
there. Your brand can derive revenue from the sale of team merchandise that is through programs, shirts, caps,
jerseys and posters, and more.
 Getting a Good Return on Investment (ROI): Increasing the brand’s ROI is the last but not the least benefit
of sports marketing. Research has shown that event sponsorship brings a solid return on investment to
companies that operate effectively. One way to maximise the chances of success is having a crystal clear plan
of action, and a set goal. To always be on track, set metrics to measure the impact of your efforts.
1.3 Types of Sports Marketing

A. Primary Types
The two definitions above help understand that two completely different aspects are referenced, right from the basics.
On the one hand, we have the “marketing of sport”, i.e. the set of activities and competences intended for the promotion
and improvement of sports enjoyment and consumption (we will present some figures later on). On the other, we have
“marketing with sport” or “marketing in sport“, the use of sport as an efficient communication tool for businesses.
This is what we define as primary sports marketing types, which form the first large category of sports marketing.
Anyone involved in initiatives aimed at bringing a sport product closer to end consumers has to do with the “marketing
of sport”. This includes marketing operators of sports businesses and organisers of events, leagues, championships, and
so on. For instance. When you find a promotion entitling you to go to the stadium with a friend free of charge, you are
exposed to “marketing of sport”. Other marketing of sports examples include the huge ADV campaigns football clubs
launch at the beginning of the season for season tickets, or charity events to raise money for a good cause and therefore
casting good light on the team.
“Marketing through sport”, on the other hand, involves players who use sport as a booster to grow a business that is
not directly connected to sports. Players who use marketing through sport include sports marketing agencies, brands
resorting to testimonials, and so on..
Evidently enough, the differences between these two sport marketing categories, and the resulting professional profiles
especially, are substantial and they represent a very important crossroads for new comers in this sector. The two types
of professionals linked to these categories are different, but often they must be complimentary in order to get the
greatest value from sports sponsorship and sports communication deals.

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Product “sport”
The two types of sports marketing above and any deriving differences are primarily due to the intrinsic complexity of
the “sport” product. From the standpoint of marketing, defining sport according to common criteria is quite complex –
namely as the set of peculiar characteristics manifesting themselves in the form of a service, physical product or
intellectual product that meets the needs of a specific market and generates economic and other profits which justify its
renewed existence.
What is a sport product then? Is it season tickets? Is it a hospitality ticket to watch the MotoGP? Is it a basketball
sneaker? Is it a live broadcast of a Formula 1 Grand Prix race? Is it practising a sport discipline? Is it a ski pass for the
skiing week? Is it a motorbike running on track under the eyes of million TV viewers? Is it a famous athlete appearing
on a billboard?
Although it may sound impossible, all the examples mentioned above (and many more) are sport products with a well-
defined and clear sports marketing path to support them. The great specialisation and the vertical approach required by
the various areas of sports marketing is under everybody’s eyes: it is hard – extremely hard, indeed – to simultaneously
take care of ticketing, organisation of a sport event, sponsorship activation, athlete management, and so on.
B. Secondary Types
As explained above, the multi-faceted sport product is matched with as many diversified sports marketing types. Our
analysis started off with the examination of “macro types”, i.e. marketing of sport and marketing through sport. The
time has now come to get a deeper insight into the issue and address secondary (or micro) sports marketing types, i.e.
those more closely connected to sport products.
These types include:
 marketing of sporting events;
 marketing of sports businesses;
 marketing of individual athletes;
 marketing of places, stadiums and facilities where sporting activities take place;
 marketing of Public Bodies, Federations, Leagues and Series, with the purpose of promoting, growing and
developing individual disciplines and championships;
 marketing of equipment for practising sports disciplines;
 marketing of media and means of communication which broadcast and disseminate news, live shows, sport talk
shows and sport programmes;
 sport licensing;
 Sports sponsorships.
The list above may actually continue. Its sole purpose is to emphasise one very clear peculiarity: each different aspect
of a sport product corresponds to a different type of sports marketing.
Benefits of Sports Marketing:
Sport marketing impulses memberships, sales, and recognition. These factors represent the biggest benefits for the
companies, the athletes, the associations, the leagues, and sport event managers. Well planned, effective marketing
helps to understand the customer and the marketplace. Also, informed marketing decisions help increase the company's,
clubs, or association's performance. Due to the status and importance in people's lives, sport is considered a profitable
and sustainable marketing source
Marketing in sports: from the sports product to the sports market and sports economy
Each and every form of marketing in sports -whether it’s marketing through sports or marketing of sports- has its
stepping stone in the peculiarities of the sports product, of the sports market and of the sports economy. Sports
marketers in every field and discipline know very well that dealing with sports fans and sports organizations is very
different from dealing with traditional consumers or brands.
This has lots to do with the way sport is hard wired in our brains, affecting our psychological and emotional sides and
becoming a major vector for socialization and bonding. I might like a specific brand of candy very much, but I would
hardly call myself a fan of that brand, or wear a t-shirt of that very biscuit at the gym or at school. At the same time, if I

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am having tea at a friend’s, I would gladly eat another brand, if offered. While it might sound a very basic and shallow
example, it shows how things are different with sports and with the whole idea of being a sports fan.
Show that the sport product, economy and market have some unique traits that can be summarized as such. Primary
1.4 Sport Product Characteristics

Competition, Separation from traditional Space-Time, Regulation, Presence of Physical Performance or Special Skills,
Presence of Venues or special equipment, Secondary sport product characteristics:, It is intangible, experiential and
subjective, It generates strong identification, Has contemporary consumption and production, Non-predictability,
Control out of the hands of marketing.
A. Characteristics of the Sports Market

Need for several organizations to operate simultaneously, Plurality of experts, Product dependence on strong
seasonality, Product inference with many other markets and spheres of life.
B. Characteristics of the Sports Economy

Difficulty to price according to traditional canons of “how much does it cost to produce?”
Indirect revenues are often much higher than direct ones Whoever buys the sports product must, more often than not,
spend much more than just the price of the product
Decisions on the sports marketing strategy are heavily impacted by the above mentioned features. Just to mention an
example, non-predictability alone would be sufficient to highlight the many distinctive traits of marketing in sports.
Many, if not all industries, would use performance and results to promote their product or service, claiming that a
specific car will save you 15% of fuel or this specific smartphone will make you ten times more efficient, or that this
camera has 10 megapixels more.
Sports marketers and managers just can’t do that. They can’t say: “come see the game, we’ll beat the Jaguars tonight”
or “come to the racetrack, this driver will win the Grand Prix after a spectacular comeback from the back of the grid”
What if you don’t beat the Jaguars? What if the back-of-the-grid driver never manages to overtake the field and ends his
race in 17th? But that’s the beauty of it, and the reason we all love it.
II. NEW CHALLENGES FOR SPORTS MARKETING

With millennials switching to new platforms to access sport, the role of traditional media and sports marketing is
changing. Outmoded inflexible contracts can leave little budget for the all-important activation, and with fans choosing
rival unofficial channels for gossip and insider information, the rewards can be hard won. New and accessible ways to
view sports, from mobile to social to VR, means there is less incentive for fans to attend events in person, while more
expectation is placed on sports stars to pull off an authentic natural voice for their brands. The environment is extremely
tough for small college athletics, who rely on fan attendance for revenue generation to keep their sports afloat -
requiring communicators and marketers to become more creative in the ways they promote sports to their target
audiences.
III. MARKETING OF SPORTS TEAMS AND EVENTS

According to different authors and organizations, the marketing of sports events and teams is defined as “Designing or
developing a 'live' themed activity, occasion, display, or exhibit a sporting event to promote a product, a team, cause, or
organization". In other words it can be defined as follows: The marketing of sports events and teams is the marketing
strategy which is designed or developed for a “live” activity, which has a specific theme. Mostly this kind of strategy is
used as a way to promote, display or exhibit different things, such as a sports team, a sport association among others.
Major sports brands compete to link up with the best marathons in the world, the test for excellence in ‘running’, in
what is a genuine showcase for strengthening its marketing strategy to its target audience. Adidas, Asics and Nike are
dividing the market into the ‘World Marathon Majors’, the international athletics competition created in 2006 that
brings together the most prestigious marathons on the planet. They are not title but technical sponsors, but these runs

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are popular and are not to be missed events for these brands, which create specific advertising campaigns to one of the
few competitions that bring together professionals and amateurs under the same chrono.
3.1 Marketing Products through Sports

"Marketing through sports" is a concept that's been used since the 1980s, but has increased in importance in the last two
decades due to the growth and expansion that the different types of sports have enjoyed since then. It is a marketing
strategy that can be used in sports in two different ways. First, the use of marketing and promotion can be carried out
through the sport or through the sports club. In the first case, the use of marketing is under responsibility of the
different sporting associations, while in the second case, the responsibility falls on the different sports clubs. In this
manner, marketing and promotion through sports and through the club involve sponsorship, corporate events and boxes,
licensed merchandise, names and images also known as "endorsement", advertising through broadcaster, advertising
such as advertising as ground signage/clothing/equipment advertising, promoting games, promoting using
players/club/league or developing business opportunities. The peculiarity of sports is that "sports is the only
entertainment where, no matter how many times you go back, you never know the ending." This singular fact is used by
marketing companies as an advantage: every time the audience attends an event it will see the advertisements again and
again, providing a wide range of opportunities for the different companies which operate in this field.
3.2 “Business of Sports”

“Business of Sports - The Winning Formula for Success” is the first book on this subject by an Indian for the Indian
market. Now imagine, for a country of our size, with an extremely active and supportive government, its growing
investments in the sports sector – Khelo India, Fit India, multiple programs that the Sports Authority of India
undertakes for the development of our track and field athletes and team sports – 10-plus premier leagues supported by
sports federation and more… And we don’t have a study or reference material in which we educate and grow talent in
the area of sports and its business.
Two years in lockdown gave me a bit of downtime to think and introspect some of the challenges I, as a practising
professional, have come across and hence the thought of writing a book that will help the next generation of sports
management academicians, students and enthusiasts with some marketing and sporting principles that are relatable,
relevant and actionable in the India market. A huge shout out to the International Institution of Sports Management
(IISM) and its Founder Director Nilesh Kulkarni who has collaborated with me in this initiative.
It’s a very important step for the sports education sector as the talent and potential that we have in India is unparalleled,
and I am extremely confident that over the next 10 years India will become one massive superpower to reckon with in
the world of sports and unlock its true potential to become world-beaters and exponentially increase medal tallies at the
world stage. This book and many such initiatives will help us be ready for the next phase of growth by educating our
next generation of professionals in the direction of becoming a sporting nation.
IV. STRATEGIES
A business thinking of entering into sports marketing should consider these strategies.
4.1 Develop a Target Audience

It is vital to know your targeted audience before diving into any sports marketing campaign. Look at traits such as
location, age, interests, and income. These targeted audiences are a specific group of people at which a product or
marketing message is pitched. Note that every business has different target audiences that it seeks to influence, so
ensure to identify yours and focus on it.
4.2 Create Engaging Content

Messaging is the foundation of a brand’s public communication. Creating appealing and engaging content with the help
of celebrity sports figures is one of the strategies of sports marketing. It attracts more potential clients to your business.
From social media up to press releases, a strong, consistent message should guide all of your public communication. It
is because more than half of fans follow their favourite teams on social media, so you can digitally engage your
customer base if they also happen to be sports fans.
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4.3 Create Brand Partnerships
Winning sports marketing strategies involve partnerships with influencers/charities. A good number of sports teams and
brands are looking to align with one another because the sporting businesses are becoming more data-oriented. Creating
a brand partnership can raise the profile of both brands and draw them to new and potential audiences.
4.4 Select the Right Distribution Tools

Another sports marketing strategy to consider is identifying and selecting the right distribution channels. It could be
through the use of various social media (Facebook, Instagram, TikTok, LinkedIn, and more), television, radios,
or content marketing options, such as blogs or email. Because people watch sporting events on television, check scores
on their mobile devices, attend live sporting events, listen to sports on the radio, and read about sports in the newspaper
and online. Select which channels are best for you to reach your targeted audiences.
4.5 Challenges for brands as far as sports marketing in India is concerned

Cricket is our No. 1 sport and India is No. 1 in the world. Cricket has delivered to brands exponential value and hence
have embraced cricket and have been supporting the sport for over three decades now. Cricket as a sport has been built
over a period of three decades, and we need to applaud BCCI for the fabulous work that has been done at the grassroots
level along with developmental programs. Hence, our performance and an enviable strong bench strength of talented
young cricketers.
However, we have been a little slow in developing other sports. Having said that, over the past 10 years there have been
massive investments in the emerging sports economy. The government of India and our PSUs in partnership with our
private sector corporations have undertaken various programs that have catapulted our performance in sports like
badminton, wrestling, boxing, shooting, archery, javelin, football, kabaddi, and others. We have started seeing some
great results in terms of performances in recent times. Brands have now started to take notice of this and are investing
in sports.
The Indian sports industry recorded a business value of Rs 9,530 crore ($1288 million) in the year 2021, with a 62%
year-on-year growth. This huge upswing has pulled the sector out of the unfamiliar territory of degrowth that it was
thrown into. As sporting events were called off in 2020, there were considerably fewer scoring opportunities and the
industry figures dwindled to Rs 5894 Cr ($796 million). Just one year ago, before the pandemic wreaked havoc all
around the globe, we had crossed the billion-dollar mark in 2019 with a figure of Rs 9109 crore ($1301 million). Going
forward, the sports sector will continue to grow in double digits. Brands are chasing consumer eyeballs and one of the
very important consumers' passion points is sports. Hence, this is a no brainer as in today’s time sports is the only
content that promises appointment viewing.
4.6 Brands Leverage Sporting Platforms Effectively

As sports evolves from recreation to business, it becomes imperative that clubs and franchises are run with an eye on
performance metrics like growth and profitability too, and hence, I see the emergence of two clear dimensions of
success - winning on the field and winning commercially. While the two are not the same, there is a certain level of
interdependence at play here.
Teams that win more are likely to have bigger fan bases, while sports competitions with higher skill levels on display
are likely to attract more eyeballs. The high quality of cricket that we see at the IPL certainly has a role in making it the
behemoth it is, and in emerging sports too, we see similar positive correlations. While the PKL has been an incredible
success story, football has a big following in India and some of the greatest clubs in the world enjoy huge fandom in the
country. This is leading to an increased propensity for Indian brands to invest in the rising fan following in football that
will surely benefit the ISL, as we dribble forward.
The Tokyo Olympics has brought unprecedented success to India with seven medals, and we have seen in the past that
glory on the world stage for our athlete’s acts as a prime mover for a wave of popularity in the sport. This leads to more
excitement at the grassroots level, sowing the seeds of a virtuous cycle of performance, fame and commercial success.
We are a sporting nation in the making, and for us to have significant contributions across different sports from a

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commercial standpoint, the journey starts with the action on the field. From that perspective, 2021 has given us a lot to
be sanguine about.
Technology continues to shape the commercialization of sports and we will keep seeing innovations and breakthroughs
with huge potential for adoption in our domain. 2021 saw an impactful entrance of blockchain applications and
similarly, the world witnessed the grand arrival of the Metaverse which holds major possibilities to inclusiveness in
globalized sporting events. E-sports gained significant traction last year and it is expected to get a further fillip in times
to come. The ideas that germinate today have the potential to be huge businesses in future. While inventors will provide
us with more tech-enabled possibilities, it is important for the sporting ecosystem to pick these trends and explore ways
of applying them meaningfully in the industry. The growing interest demonstrated by foreign private equity giants in
Indian cricket is a great sign for the industry in terms of capital advancements as well as the implementation of best
practices. If 2021 was the year in which we got back on track, then 2022 will see us racing ahead, leaving behind
milestones starting with the Rs 10,000 crore marks.
V. SPORTS MARKETING CAREERS

Many professionals pursue careers in sports marketing because of their passion for sports or for marketing and sales.
Understanding more about sports marketing and the careers available in this marketing industry can help professionals
find jobs that complement their career goals. Researching different careers in sports marketing can help you find roles
that align with your skills, experience, and education. In this article, we review careers in sports marketing, discuss the
different types of jobs in this industry, examine salaries and job outlooks in this domain and provide several tips to help
you identify a suitable career path.
5.1 Sports Marketing Careers

Sports marketing careers are jobs that typically involve providing public relations and advertising services for sports
teams, sportspersons, agencies, events and venues. Public relations businesses, advertising agencies and other media
organisations that provide marketing services are all good places to look for sports marketing jobs. Planning events for
a specific team, establishing advertising campaigns for a sports venue and providing marketing materials for an athletic
event are all examples of sports marketing jobs.
5.2 Types of Careers in Sports Marketing

Sports marketing provides a range of career opportunities for an aspiring sports enthusiast. These careers can range
from sports management to sales and require a dynamic and diverse skill set. It can be challenging to find the right
sports marketing career choice with the multitude of categories available. These are a few distinct types of sports
marketing careers available to candidates who are interested in building a career in this domain:
 Management: The domain of sports marketing offers a variety of managerial opportunities. If you have
experience in management, these are some popular managerial roles in sports marketing that you may consider
pursuing:
 Social Media Manager: Social media managers oversee how a firm communicates with the public and put in
place measures to encourage positive media interaction. To boost consumer engagement, these specialists
evaluate reader data, detect customer activity patterns and build digital marketing strategies.
 Event Manager: Event managers are in charge of organizing and executing a company's events, meetings,
and other significant gatherings. To raise event awareness and enhance client participation, they generate
budgets, contact third-party agencies and construct marketing plans.
 Public Relations Manager: For sports marketing agencies, public relations managers help maintain a positive
public image. These experts respond to media inquiries, write press releases, and coordinate press conferences.
 Sales: To create leads and stay competitive in the sports marketing industry, several sports marketing
companies rely on a functional sales force. If you are experienced in sales and want to pursue a career in sports
marketing, you may consider these popular roles:
 Sports Agent: Athletes and companies hire sports agents to act as business liaisons. They are typically in
charge of contract negotiations, media appearances, athlete interviews and financing.
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 Salesperson: To enhance client interest and increase corporate profits, salespeople market, promote and
display items or services. They conduct market research, educate prospective customers about their company's
products and services, and generate periodic sales reports.
 Merchandiser: Merchandisers track store inventories and develop visually appealing displays to boost sales.
These experts provide product recommendations, submit warehouse inventory reports and periodically track
sales performance.
A. Marketing
Professional marketers assist sports marketing organisations in increasing client involvement and improving brand
visibility. To improve symbolic value and brand loyalty metrics, sports marketing employ a wide variety of strategies
across multiple marketing channels. If you want to find a career in sports marketing well suited to your skill set, you
may consider the following roles in marketing:
 Advertising Manager: Advertising managers are in charge of a company's marketing efforts to raise product
and brand awareness. These executives create advertising strategies, oversee content development projects and
set advertising budgets that are in line with a company's objectives.
 Brand Manager: Brand managers are in charge of promoting and expanding a company's brand image and
presence. To improve customer loyalty and sales metrics, they engage with leadership teams and multiple
departments, perform market and consumer research and build brand promotion plans.
 Promoters: Promoters give potential customers demonstrations and information about products, services,
brands and businesses. To expand a company's consumer base, they react to customer enquiries, study
products and analyse data on competitor performance.
 Market Researcher: A market researcher collects and analyses data for marketing purposes and their work
can be useful for developing successful marketing strategies that allow athletes and sports teams to adapt to
market trends. Aspects of the industry such as ticket sales, advertising reach and customer response to past
advertising efforts may be useful areas of study for market researchers.
B. Content Creation
Content creation remains an integral part of sports marketing. From writing advertisements to filming sports events,
content creation is one of the essential ingredients to maximise a company's presence through sports marketing. To
peak customer interest, sports marketing typically relies on unique content. If you have experience in content creation
and want to pursue a career in sports marketing, you may consider pursuing the following roles:
 Sportswriters: These professionals provide original and interesting content about a variety of sports themes,
such as current games and relevant athletes and sporting events. To develop engaging material, they conduct
athlete interviews, perform extensive research and coordinate their efforts with that of writing and SEO
specialists.
 Market Researcher: A market researcher's main responsibilities include gathering and analysing data on an
industry's clients, sales patterns and products and services to assist businesses in developing efficient sales and
marketing strategies. These experts write report summaries, explain research findings and advise leadership
teams on how to make better business decisions.
 Videographer: Videographers capture footage for viewers that are relevant to a company's goals and interests.
They evaluate video equipment, arrange shoots, and edit material and direct camera operators to obtain high-
quality footage that keeps viewers engaged.
 Broadcaster: Broadcasters provide local, regional and national audiences with sports news. To educate
community members about sports events, these experts analyse speech prompts, perform research and discuss
current affairs.
5.3 Reasons to Get Involved with Sports Marketing

If you have been on the fence about sports marketing in the past, this is the ideal year to jump in and start taking
advantage of those great opportunities. Consider these key reasons to get involved with sports marketing.
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A. Build Brand Awareness
When you associate your brand with a sports team, you help build awareness for your brand. Customers who support
that team will increase their recognition of your name. Consumers can’t choose to buy from your brand over your
competitors if they do not know who you are. On the other hand, when you increase your overall brand awareness, you
can raise your sales significantly. Utilizing sports marketing can raise awareness of your brand on a local level by
getting in front of local supporters of that team.
B. Reach New Customers

Businesses are always looking for new customers. As you align your brand with local sports teams, you'll find that you
position your brand to reach new people who might not be familiar with you otherwise. The average NFL fan, for
example, will spend more than 24 hours watching commercials over the course of the season. This gives you a number
of excellent opportunities to connect with customers who may never have heard of your brand. Other forms of sports
marketing, including social media and digital ads, can also help make your brand more visible to sports fans.
C. Increase Brand Loyalty among Sports Fans.

An average of 65% of a company's business comes from existing customers. You can increase your loyalty by aligning
your brand with things your customers care about, including the sports teams they support on a regular basis. Consider
your game day ads, for example: when an ad pops up showing your support for your local team, sports fans can become
more eager to make a purchase from your brand and increase their likelihood of continuing to come in and support your
business or place an order before future games.
D. Fans are incredibly excited for the return of sports

The lack of sports over the past several months has fans more eagerly anticipating the upcoming season than ever
before. They're excitedly following along as they wait to see what will happen next in the world of sports. Will they get
to attend live games this year? When will those games prove safe? Not only that, but sports also help provide a sense of
normalcy in many consumers' lives.
Your business can take advantage of that association and increase excitement related to doing business with your
company. For example, sports fans may be excited to check out the new recipe you've cooked up for game day or try
out the deal you offer based on whether your team wins. They can't wait to come in and check out your sports-themed
merchandise. They're eager to engage with their local teams. Don't let that opportunity slide by you as you prepare for
the upcoming season.
E. Increase sales
Aligning your brand with sports can overall help significantly increase your sales. Consumers care about sports. They
can't wait to get involved in the sports season again, and that will be reflected in their purchasing decisions. You can
take advantage of that eagerness by aligning your brand with local sports teams. Restaurants, for example, might craft a
special dish related to the local sports team or mascot. A car dealership might offer a specific discount on services if the
local team wins. A realtor might highlight the convenience of a specific home to your local stadium. Get creative as you
connect your brand with the sports that your customers can't wait to involve themselves with this year.
Sports marketing is an incredibly valuable tool for your business--especially right now, as sports begin to plan for their
return. If you're struggling to find the tools you need to effectively connect your brand to local sports teams or connect
with sports marketing, consider connecting with an experienced local media partner who can give you a better idea of
exactly how your brand can make the most of this exciting time in the life of sports fans.
VI. CONCLUSION
The sports business is made up of establishments and corporate personnel who are largely concerned with management,
marketing, economics, and finance aspects of sports, among other venues. The sports business is concerned with the
sports themselves, as well as the role of sports in society and the concepts that underpin the business sporting
Marketing. The sports business Marketing is concerned with the interaction between sports and business in order to

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maximize mutual benefits and profitability. The sports business marketing deals with the creation of risk management
plans for any legal concerns that may arise, contract negotiations for industry players, and/or media relations strategies.
The sports business marketing is competitive within itself, with competition ranging from huge sports business
corporations to smaller enterprises to individual businesses. Each firm and employee must endeavour to sell themselves
in the sports sector in order to gain business and clientele. Demand in this marketing is tied to personal consumer
income because attendance at athletic events is dependent on entry fees, ticket sales, and the retailing of sporting gear.
REFERENCES
[1]. Sports product concepts, By Matthew D. Shank, Mark R. Lyberger, Sports Marketing
[2]. Edition5th Edition, First Published2014, Imprint Routl edge, Pages41, eBook ISBN9781315794082
[3]. Introduction to Sport Marketing, Second edition, By Aaron C.T. Smith, Bob Stewart, Edition2nd Edition,
First Published2015, eBook Published7 January 2015, Pub. Location London, ImprintRoutledge,Pages336,
eBook ISBN9781315776767, Subjects Economics, Finance, Business & Industry, Sports and Leisure
[4]. http://ijar.org.in/stuff/issues/v2-i2(4)/v2-i2(4)-a002.pdf
[5]. https://rtrsports.com/
[6]. https://in.indeed.com/
[7]. https://en.wikipedia.org/
[8]. https://www.xanda.net/
[9]. https://www.wfsbadvertising.com/
[10]. https://www.academia.edu/33547847/Introduction_to_Sport_Marketing

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ISSN (Online) 2581-9429

Volume 3, Issue 2, March 2023

Business Sports Marketing Opportunities : A

Keywords: Business, Marketing, Sports, Awareness, Brand

1.1 Sports Marketing

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1.3 Types of Sports Marketing

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Volume 3, Issue 2, March 2023

Copyright to IJARSCT DOI: 10.48175/568 458

Volume 3, Issue 2, March 2023

1.4 Sport Product Characteristics

A. Characteristics of the Sports Market

B. Characteristics of the Sports Economy

II. NEW CHALLENGES FOR SPORTS MARKETING

III. MARKETING OF SPORTS TEAMS AND EVENTS

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Volume 3, Issue 2, March 2023

3.1 Marketing Products through Sports

3.2 “Business of Sports”

4.1 Develop a Target Audience

4.2 Create Engaging Content

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4.4 Select the Right Distribution Tools

4.5 Challenges for brands as far as sports marketing in India is concerned

4.6 Brands Leverage Sporting Platforms Effectively

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Volume 3, Issue 2, March 2023

V. SPORTS MARKETING CAREERS

5.1 Sports Marketing Careers

5.2 Types of Careers in Sports Marketing

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5.3 Reasons to Get Involved with Sports Marketing

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B. Reach New Customers

C. Increase Brand Loyalty among Sports Fans.

D. Fans are incredibly excited for the return of sports

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Volume 3, Issue 2, March 2023

Copyright to IJARSCT DOI: 10.48175/568 465

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