The Latest 10 Most Common Mistakes in Sports Marketing

October 5, 2023

Sports marketing is a continually evolving industry.

Companies operating in this field must always stay updated on the latest trends and strategies. Yet, even the most experienced can make mistakes that could cost them dearly in terms of time, money, and reputation.

Today, we will discover together the 10 most common mistakes in sports marketing.

Not Having a Marketing Plan

The first step towards significant achievement is to have a plan that outlines the intentions, strategies, and activities a company plans to implement to achieve its objectives.

A well-crafted plan will also help the brand monitor results and make necessary adjustments based on needs.

In 2022, Manchester City launched an advertising campaign without an adequate plan aimed at introducing a new logo, which turned out to be a disaster: fans criticized the new logo for being too similar to Real Madrid’s.

Not Knowing Your Audience

Before starting any campaign, it’s essential to know your audience, understanding their interests, preferences, and consumption habits.

Only in this way can targeted and effective marketing campaigns be created.

In 2021, Nike launched a campaign aimed at children for a line of clothing featuring cartoon characters. The project was a success, and many families purchased Nike products.

Not Using the Right Marketing Channels

There are multiple marketing channels available, and it’s crucial to choose the right ones to reach the appropriate audience.

If a company wants to target a younger audience, using social media or streaming platforms might be the best decision. On the other hand, if they aim for a more mature audience, television or radio might be better.

In 2020, the Los Angeles Lakers ran a campaign on TikTok with engaging video content. The result was that many young people started following the team on social media.

Not Measuring Results

Every marketing campaign should have measurable objectives. This means deciding in advance what you intend to measure and how you plan to do it.

Tracking progress is fundamental to understand what works and what doesn’t, as well as to improve future campaigns.

In 2019, the Mercedes Formula 1 team devised a campaign to increase brand awareness. With a series of videos and content on social media, the initiative led to a 10% increase in brand awareness.

Not Being Creative

Sports marketing needs to be creative to capture the audience’s attention.

Brands need to think outside the box and find new and original ways to promote products and services.

In 2018, FC Barcelona opted for a campaign promoting ticket sales for matches. By creating a video in which players directly invited fans to the stadium, sales increased by 20%.

Not Being Authentic

Consumers are increasingly attentive to transparency and authenticity.

For this reason, brands must ensure they are credible in their marketing choices.

In 2017, Adidas launched a campaign promoting diversity and inclusion by creating a video where athletes of various backgrounds shared their experiences. Consumers appreciated its authenticity.

Not Investing Enough in Marketing

Sports marketing can be expensive, but it’s essential to invest enough to succeed.

In 2023, Juventus decided to boost ticket sales. The campaign, supported by videos and content, was a failure, ending with only a 5% increase in ticket sales.

The team invested less than needed and did not achieve its marketing goals.

Not Being Aligned with Audience Values

Marketing strategies must align with consumer values.

A campaign perceived as deceptive or offensive will harm the company’s reputation.

In 2016, Nike initiated a sustainability campaign. Producing a sportswear line made from recycled materials was a triumph: the public appreciated the campaign’s sustainability message.

Not Being Consistent

Companies need to be consistent, using the same messages, images, and tone across all campaigns.

Consistency helps build a strong and recognizable brand identity.

In 2015, Real Madrid launched a marketing campaign advertising their new jersey, leveraging the power of social media. Fans appreciated its consistency, making the campaign a success.

Not Being Flexible

As we’ve seen, the world of sports marketing is constantly evolving.

Companies need to be flexible and able to adapt to changes.

Being flexible allows companies to meet market needs and remain competitive.

The Weight of Sports Marketing

Avoiding these mistakes will enable brands to create successful sports marketing campaigns.

Investing time and resources into planning fruitful campaigns is undoubtedly worth it.

Mistakes like those discussed in this article can be costly: by avoiding them, a brand’s chances of succeeding in marketing increase exponentially.

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