I’d love to write a book called “The Two Rules of Sports Marketing.”
It would be a short book, though. Short, because the two rules are simple:
Rule 1. Sports marketing is all about the athlete.
Rule 2. When it’s not about the athlete, see Rule 1.
Most participants at the 2010 World Congress of Sports understood the two rules. Those who forgot offered a mea culpa in penance for their lapse in memory. I heard too many marketers admit that the recession caused their organization to lose focus on the pivotal role of the athlete to their promotional efforts.
They created “value menus” at their stadiums to lure the cost-conscious. They offered more bobbleheads to incentivize ticket purchases. And, they spent more time discussing the politics of their sport than telling the stories of their athletes.
Of course, I wouldn’t argue with value menus and bobbleheads as effective marketing tools. However, I do note that some sports marketers get so wrapped up in execution of tactics, they forget the core value of sports to consumers. If your marketing department has eight hours a day to get its work done, and seven of those are spent on picking the right bobblehead, you’re missing the key to fan attraction.
The “stories” of athletes are the glue binding fans to sports. Their preparation, victories, failures, fears, and stumbles.
They capture the imagination.
They embody courage and aspiration.
They provide us with role models to emulate.
It’s the very reason we (as fans) are willing to pay money to see an event.
Do you really think a fan spends $300 on ball game tickets for the opportunity to buy a $1.50 hot dog from the value menu? The strength of fan affinity to sports drives him/her to buy those tickets. Even in recessionary times when money is scarce. And, that affinity is created through stories worthy of their devotion. A story about an athlete, not a cheap hot dog.
Posted by Ken Ungar
