Sports and Marketing in the Digital Age: The Strategic Use of Social Media and Influencers

June 12, 2023

There’s no disputing that the way businesses communicate and interact with their customers has dramatically changed in recent years.

One of the most significant changes has been the advent of social media and, along with them, influencers, two forces that can be combined to create powerful marketing campaigns, especially in the field of sports.

The Evolution of Sports Marketing

Sports advertising has undergone a radical transformation, moving from simple commercials to sophisticated, multimedia campaigns that transcend television and traditional media.

Take, for example, the Gatorade campaign from the 90s, Be Like Mike, which celebrated the figure of the famous basketball player Michael Jordan. At the time, the strategy was primarily based on television commercials and print ads.

Today, a Gatorade campaign is no longer limited to these traditional channels but involves social platforms such as Instagram, Facebook, YouTube, and TikTok, in addition to an assortment of influencers with a wide range of followings.

This evolution is a clear example of how sports marketing has become increasingly complex and detailed, with a focus more and more centered on direct interaction with the consumer.

The Key Role of Social Media

Social media has provided businesses with a way to reach and engage the public like never before. This aspect is particularly true in sports marketing, because fans’ emotions and passion can be directly involved and amplified.

For instance, during the 2018 World Cup, Adidas launched the Create the Answer campaign.

Instead of relying solely on traditional advertising, Adidas heavily used social media to reach fans and increase the visibility of the campaign itself, creating specific content for each social platform and engaging fans with games, challenges, and discussions.

This approach allowed Adidas to reach a broader audience and create much deeper engagement.

Influencers, the New Brand Ambassadors

Influencers have become an essential element in modern marketing. Thanks to their authenticity and connection with the public, they can speak to a vast pool of potential customers, influencing purchase decisions and increasing brand awareness.

Consider the example of Cristiano Ronaldo and his contract with Nike. With over 500 million followers on Instagram, every post in which the footballer wears Nike products reaches an immense audience.

But it’s not just a matter of numbers: Ronaldo’s audience follows him because they admire him, because they identify with him. When Ronaldo wears Nike products, he is implicitly endorsing the brand, which increases consumers’ trust in it.

Choosing the Right Ambassador

Not all influencers are suitable for all companies or campaigns. It is essential to choose influencers who reflect the brand’s values and who have a significant following relevant to the target audience.

A great example of this strategy is the partnership between Under Armour and Stephen Curry, the famous basketball player. Curry may not have seemed like the obvious choice, not being the tallest or most physically imposing player, but his dedication, fighting spirit, and ability to exceed expectations perfectly reflect Under Armour’s values, making the collaboration extremely effective.

The Future is Already Here

Sports marketing is changing and growing rapidly, and the targeted use of social media and influencers is a valuable element of this evolution.

Companies that know how to benefit from these tools reach a wider audience, engage potential customers at a deeper level, and enhance their marketing and sponsorship campaigns in previously unimaginable ways.

And you? Are you already making the most of these successful opportunities for your business? Or do you think you have room for improvement?

When in doubt, contact us, because the future of marketing is NOW.