REASONS WHY SPORTS CLUBS RELY ON INFLUENCER MARKETING
As mentioned before, influencers and sports are strongly tied in today’s marketing world. Therefore it shouldn’t come as a surprise that according to the 2019 Cascade Influencer survey, 45% of teams increased their influencer marketing budget in 2018, with nearly 25% of sports marketers having spent more than $20,000 on influencer programs. But what exactly causes the return on investment?
1. FAN ENGAGEMENT
Influencer marketing involves increasing fan engagement and brand awareness. The most important thing to ensure that you target the right influencers to your club or organisation’s fanbase is authenticity. Going for somebody famous won’t do the trick and won’t seem authentic. Get in touch with the right, enthusiastic and active influencers, and your fans will get a sense of familiarity with them. Sportspersons hold for such values as hard work, sporting spirit, loyalty, commitment, passion and patriotism amongst others.
If you wish to learn more about fan engagement, make sure to check out this article.
2. SELLING TICKETS AND MERCHANDISE
With the advent of social media, athletes themselves have now turned into influencers, and 3 of the 10 biggest Instagram influencers are athletes, i.e. Cristiano Ronaldo, Lionel Messi and Neymar Jr. Players who are active on social media are most likely to sell out their newest merchandise, weather their own or via the club.
Insta stories and Tiktoks are a great way of sharing unique insights from sports events through the eyes of the players. Not only does this help connect fans to their favourite players, but it gives them an “insider” feeling to the inner workings of their chosen team. In return, the club or the organisation increases the sale of their VOD, OTT, and other digital content.
3. POSITIONING PLAYERS FOR PARTNERSHIPS
So far, we’ve talked about two direct reasons why sports clubs rely on influencer marketing. However, there’s also the opportunity to position your players for external partnerships. Club players signing partnerships with businesses and brands not only gain exposure for themselves but also contribute to the recognition of their sports club.