The needs and demands of many sports enthusiasts have changed over the years, with most of them using social media to get information about their team and look for merchandise. Due to this shift, sports teams have no option but to adapt to their fans’ changing needs. Many sports teams today have achieved this by starting to use social media platforms like Instagram, Twitter, and Facebook to their advantage.
In addition to using social media platforms, sports teams have also needed to adjust their marketing strategies to reach their fans better. Here is an overview of some of the ways social medial has transformed the marketing strategies of sports teams across the globe:
1. Allows The Sharing Of Interactive Content
In the past, sports fans could only interact with their favorite players by going to a public training session or during a game. The other alternative would be reading a column or watching an interview with the player. Although these are still great ways for the fans to interact with the players, social media has made this as interactive as possible and a lot more accessible.
This can be achieved by uploading videos of pranks between the players, live interactive Q and As, and training sessions. Some teams also use a mascot marketing strategy for Tik Tok to keep their fans entertained. In addition to boosting interaction with the fans, social media has also fostered a more personal connection. Doing all this makes the fans feel appreciated by their favorite sports teams, leading to higher engagement and stronger dedication towards the team.
2. Social Media Sponsorship
The growing use of social media has also been the driving force behind the increasing use of social media platforms. It’s for this reason that social media sponsorship is used by around 98% of sports marketers. The go-to choice for most sport team agencies is Instagram due to its growing number of influencers.
For example, if a famous player within the team shares a sponsored ad, the marketer will gauge the campaign’s success. They do this by looking at the engagement of the fans and non-fans, such as the shares, likes, and comments. A post that attracts many viewers and lots of engagement will greatly impact how a team’s sponsorship is determined.
3. Develop Platforms For Teams To Share Stories
Teams also use social media platforms to share details about themselves to their viewers and fans. This includes increasing friendly rivalries with a particular team, sharing the team’s success stories after a string of excellent performances, and so much more. Furthermore, social media platforms also share the fans' stories, giving it a more authentic feel, and appealing to a broader audience.
4. Ensures Fans Are Up-To-Date
Because so many people use social media platforms to stay up to date on news and events of interest, it’s not uncommon for athletes to have an account on different sites. It’s interesting to note that professional athletes seem to be particularly adept at using these websites to promote their brands. This is very convenient for their fans because they’ll always know whenever there’s any crucial detail or news by their favorite team or player that they should pay attention to.
5. Gives Sports Fan Better Access To Information
Social media has allowed fans to access behind-the-scenes details that weren’t easily accessible in the past. They also get an inside look at their favorite team’s program. Such details weren’t available before, but social media has quickly changed this. Now, fans can go ahead and access any relevant information they want on their sports team with ease. As a result, the bond between the team and its fans can improve due to this personal touch, increasing loyalty and interest.
6. Featuring Athletes In Campaigns
There’s an unmatched connection between sports and digital marketing. This is something that digital marketers have looked to exploit when developing marketing strategies that will capture the attention of their fans. An effective way of achieving this is using a famous athlete in certain campaigns to help boost promote a brand. An excellent example of using an athlete in a campaign is the “Rule Yourself” campaign by Under Armor, which features Michael Phelps.
Takeaway
As you can see, there are many ways that social media has changed sports marketing strategies, and it’s important for all stakeholders involved to understand how it’s being used. This is especially vital since social media sites like Facebook and Twitter are still growing in popularity and effectiveness. Therefore, if a sports brand wants to enhance its marketing strategies, embracing the use of social media platforms is essential.
