4 Ways Brands Can Win With Sports & Global Marketing

Major sports events present a mas­sive oppor­tu­ni­ty for mar­keters to cap­i­tal­ize upon.

Caitlin Nicholson By Caitlin Nicholson from LinguaLinx. Join the discussion » 2 comments

Major sports events present great oppor­tu­ni­ties for mar­keters. There are mil­lions of view­ers already tuned in. All you have to do is fig­ure out a way to con­nect with them. What can you learn, as a mar­keter, from the NFL’s inter­na­tion­al expan­sion? How can you cap­i­tal­ize on these trends in your mar­ket­ing efforts?

Expand­ing your brand’s glob­al reach is a huge con­trib­u­tor to brand recog­ni­tion and growth.

The Olympics and the World Cup are two exam­ples of major glob­al sports events that have pre­sent­ed mar­keters with a great plat­form for adver­tis­ing their prod­ucts and ser­vices to glob­al con­sumers.

Glob­al mar­keters can also learn a lot from the NFL’s recent inter­na­tion­al expan­sion. Through inter­na­tion­al games, the league has con­nect­ed with the ide­al audi­ence – glob­al sports fans.

Sports fans are engaged, social, and inter­ac­tive. Choos­ing the right dis­tri­b­u­tion chan­nels is essen­tial in mar­ket­ing. These inter­na­tion­al NFL games on for­eign soil pro­vide a great vehi­cle to dri­ve engage­ment and excite­ment about your brand.

The NFL and oth­er pro­fes­sion­al sports leagues are rec­og­nized brands. Their logos can be seen on appar­el worn all over the world. Posters of famous ath­letes hang on bed­room walls from Los Ange­les to Lon­don to Tokyo.

These sports brands have decid­ed to use the pow­er of glob­al­iza­tion to intro­duce them­selves and appeal to a wider glob­al audi­ence. Your brand can, too!

Tips For Advertising During A Global Sports Event

Think about the Super Bowl. Peo­ple either watch for the game, or the com­mer­cials.

Many of the com­mer­cials are foot­ball-cen­tric. Some ads may even include a pro­fes­sion­al ath­lete. But for many brands, a Super Bowl ad is too expen­sive.

Instead, here are four tips for con­nect­ing with fans dur­ing sports events.

1. Connect With A Theme

One of your goals as a mar­keter is to relate what you do to your tar­get audi­ence. To reach glob­al sports fans, try to con­nect your prod­uct to a sports-relat­ed theme.

Mar­ket­ing is all about evok­ing emo­tion, and sports are full of them. Your sports theme could be:

  • Win­ning or tri­umph­ing.
  • Over­com­ing an obsta­cle.
  • The thrill of vic­to­ry.
  • The agony of defeat.
  • Cel­e­bra­tion.

Also, if your prod­uct or ser­vice can be used by ath­letes, demon­strate that! If your prod­uct or ser­vice can be used by fans on game day, high­light that!

These are just some of the pos­si­bil­i­ties.

2. Get Social

Sports fans are high­ly con­nect­ed. The advent of the Inter­net and social media has made the world a small­er place. Fans all around the world com­mu­ni­cate with one anoth­er and with ath­letes them­selves.

Social media pro­mo­tions can hap­pen in the events lead­ing up to, dur­ing, and after the game. Plan­ning is key.

It’s also impor­tant to pay atten­tion and watch the game in real time with your social media team. Plat­forms such as Twit­ter are imme­di­ate.

The 2015 Super Bowl gave us some great brand­ed tweets. A favorite was Chee­rios after New England’s Mal­colm But­ler picked off Seattle’s Rus­sell Wil­son to seal the game in dra­mat­ic fash­ion. The cere­al brand tweet­ed a zoomed in pho­to of their cir­cu­lar prod­uct with the text “Everyone’s mouth right now.”

3. Make It Mobile

Glob­al smart­phone usage is on the rise. In fact, smart­phones are becom­ing the pre­ferred medi­um for access­ing the Inter­net.

Ear­li­er, we brought up dis­tri­b­u­tion chan­nels. Mobile is a key dis­tri­b­u­tion chan­nel. Make sure your glob­al site is mobile friend­ly.

Why not try tar­get­ed adver­tis­ing through mobile apps whether you use in-app ads or native ads? You can try these lead­ing up to, before, and dur­ing the game.

4. Don’t Forget Language & Culture

When you think glob­al, you think lan­guage. Lan­guage is a big part of cul­tur­al iden­ti­ty.

The NFL chose Lon­don, most like­ly for two rea­sons: because Lon­don and the UK are an Eng­lish-speak­ing mar­ket and Lon­don can pro­vide a per­fect spring­board into the rest of Europe.

It’s impor­tant to decide whether you want to con­cen­trate on one mar­ket or mul­ti­ple mar­kets. It’s nev­er smart to spread your­self too thin. Do some research and mas­ter one mar­ket first.

Research the cul­ture and try to find ways to con­nect with that cul­ture. Decide if your mar­ket­ing mate­ri­als need to be trans­lat­ed, local­ized, or even tran­scre­at­ed to reach a new tar­get audi­ence.

Reach­ing new mar­kets is a goal of any brand. As you expand and look beyond domes­tic bor­ders, it is impor­tant to find the prop­er chan­nels to reach glob­al con­sumers. Learn from oth­er glob­al brands. Start ear­ly and study the mar­ket. Once you find a focus, in this case, sports, find a way to cre­ative­ly edu­cate your poten­tial new con­sumers on your brand and what it can offer them. Make sports fans a fan of your brand, too!

Caitlin Nicholson

Written by Caitlin Nicholson

Business Development Specialist, LinguaLinx

Caitlin Nicholson is a Business Development Specialist at LinguaLinx, a translation and global marketing service provider that works with thousands of clients and linguists around the world.

Inked is published by Linkdex, the SEO platform of choice for professional marketers.

Discover why brands and agencies choose Linkdex

  • Get started fast with easy onboarding & training
  • Import and connect data from other platforms
  • Scale with your business, websites and markets
  • Up-skill teams with training & accreditation
  • Build workflows with tasks, reporting and alerts

Get a free induction and experience of Linkdex.

Just fill out this form, and one of our team members will get in touch to arrange your own, personalised demo.