Why are advertisers so big on sports?

March 12, 2013 § 1 Comment


Sports, in some fashion, is an area of interest to most people – whether following a favorite team or just staying fit.  It appeals to people’s needs for fun and for being a part of a larger group.  There is also an innate competitive spirit that resides to some degree in all of us.  Generally speaking, sports engenders positive feelings in most people.

Capitalizing on that and associating those feelings with a company or product just makes sense.

An infinite amount of ink has been spilt on the topic, so we will review just one aspect of sports marketing – sponsorships.

Sponsorships serve two purposes – developing name recognition among your target market and being seen as a generous supporter in your community.  Whether you title-sponsor a nationally televised college bowl game or simply buy an ad in the local high school’s game program, sports venues are an excellent opportunity to get your company in front of a captive audience.

We recommend creating an event that is unique to you. The key is to focus on who you are as a company.  Here are a couple of examples of our clients’ involvement with Mississippi State University’s athletics program that demonstrate how to think outside the box.

  • Golden Triangle Regional (GTR) Airport’s “Catch a Ball, Catch a Flight” promotion takes place each spring at MSU’s home baseball games.  Anyone who catches a fly or foul ball is registered to win 2 free round trip tickets from GTR to be given away at the last game.  GTR gets season long promotions and gets to make the on-field presentation to the winner.  In the process, they create what they hope will be two more long-term customers for themselves.
  •  The second example involves Triangle Federal Credit Union.  During each home football game, the stadium cameras pan the student section to find the fan that is dressed to show the most Bulldog spirit.  The chosen student is then brought to the field for a presentation that is shown on the giant video screen.  The Triangle Federal Credit Union Student Fan of the Game is given a check for $500 from the credit union.  Triangle FCU has found this is a good way to get students’ attention and their business.

The cool thing about both of these promotions is that they are unique to the clients and emphasize what it is their businesses do.  They also focus the entire stadium’s attention on their company at a single point in time.  The athletic department appreciates these type promotions because they add to the overall game experience, giving fans one more reason to buy tickets.  A promotion of this sort is a win-win for both parties.

So, we encourage you to think about sports sponsorships as a vehicle to share what your company does with an enthusiastic crowd, and if you need some creative ideas, give us a shout.


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