SportSmart Consulting

SportSmart Consulting

Specifics of marketing promotion of sports organisations

Sports marketing is a set of activities aimed at promoting:

  • Sports teams,
  • Leagues,
  • Events,
  • Athletes,
  • Sporting goods and services.

It uses a variety of methods:

  • Advertising,
  • Sponsorship,
  • Merchandising.

Objectives of sports marketing:

  • Increase brand awareness
  • Increasing sales
  • Attracting new customers
  • Increase brand loyalty
  • Strengthening brand image

Types of sports marketing:

  • Marketing of sports organisations:
  • Promotion of clubs,
  • Teams,
  • Athletes.
  • Marketing of sports goods and services:
  • Promotion of sportswear,
  • Equipment,
  • Sports nutrition,
  • Sporting events.

Examples of sports marketing uses:


  • Sponsoring sports teams, events, athletes.


  • Placing adverts at sporting events, in sports media.
  • Organising press conferences, meetings with fans.
  • Sale of sportswear, equipment, souvenirs.

Features of sports marketing:

Emotional connection:

  • Sports evoke strong emotions,
  • which allows marketers to create
  • emotional connection with consumers.

Global audience:

  • Sports is a global phenomenon,
  • which allows companies
  • to reach international markets.

Brand strength:

  • Sports brands have a strong association with health, success and determination.

Sports marketing is an effective tool that allows you to:

  • Reach the target audience
  • Increase sales
  • Increase brand awareness
  • Strengthen brand image


Develop a sport-specific marketing strategy

  • Use a variety of marketing methods
  • Monitor the effectiveness of marketing activities

Specifics of marketing promotion of sports organisations:

Sports organisations are clubs, teams, leagues, federations and other structures that are engaged in the development of professional and amateur sports.

Marketing promotion of sports organisations has a number of peculiarities:

Target audience:

  • Sports
  • Fan
  • Broad (depending on the objectives)


  • Paraphernalia,
  • Tickets,
  • Souvenirs.


  • High
  • For the attention of sponsors and audience

For example, the Spartak football club is sponsored by Gazprom, which holds press conferences before important meetings, sells tickets online, and advertises paraphernalia.

It is important to develop a comprehensive marketing strategy and to use a variety of promotional methods, which we have told you about in detail today.

Find SportSmart Consulting on Facebook

We Support

We are proud to support the Show Racism the Red Card campaign. Click the image Below to visit their website

Show Racism the Red Card

We are also proud to support the
Kick It Out Campaign

Kick Racism Out of Football