The Importance of Communication in Sports Marketing
Communication in sports marketing helps sports organizers attract participants and spectators to their sport or their venue. It helps them raise revenue through sponsorship or investment. Communication in sports marketing is important at many levels, including schools and colleges, professional sport and public sports venues.
Sports clubs need to attract good players so they can compete at a high level and attract more spectators and sponsors. Communicating a team’s success and ambitions through the media helps to build the team's profile. That helps attract players who have personal ambitions to compete at the top and enjoy the rewards of success. College cross-country teams, for example, that win regional or national titles find it easier to recruit top runners.
Sports facilities, such as fitness centers or swimming pools, must recruit members and customers to meet revenue targets. Communication through articles in the press about healthy lifestyles, advertisements setting out costs of membership and direct marketing to schools and sports clubs make potential customers aware of the benefits and costs of using sports facilities. Communication helps attract new members and replace people who drop their memberships.
Organizations that promote sporting events must communicate with the public to maximize revenue from spectators and supporters. To attract spectators to one-off events such as a golf tournament or an athletics meet, organizers promote the event through press, radio and television. By building anticipation and excitement, pre-meet communication can increase the number of spectators or television viewers for the event.
Regular supporters provide a valuable recurring revenue stream for sports organizations. Organizations that promote regular events staged by football or basketball teams use communication to build loyalty among spectators and encourage them to join fan clubs or purchase a season ticket. Organizations use communication to strengthen loyalty by offering reduced admission charges, special merchandise deals or invitations to social events.
Sports organizations can also increase revenue by attracting sponsors for a team or for a specific sporting event. Communication raises awareness of the organization and demonstrates the benefits of sponsorship. Ongoing communication of the organization’s achievements and significant changes, such as the signing of a star player, maintain the sponsor’s interest and commitment.