Professional sport exists to market and capitalize on the passions embodied in professional athletes, teams, and the sports themselves. Sports teams, leagues and sponsors are on a perpetual quest to associate their brands to these passions. A new trend of marketing athlete retirement has provided a unique channel for this expression. Though leagues have been honouring retired players through their respective Hall of Fames for decades, the New York Yankees have started a new trend by marketing marquee players in the last year of their careers. Consider the following: Jorge Posada – 5-time all-star 4-time World Series champion, retired in 2011 following a 17-year career, all with the Yankees.
As shown in our “Social Media Scoreboard” post, communication through social media is certainly the most efficient and cheapest marketing tool when it comes to advertising products or services. However, sport organizations and companies continue to struggle with using these platforms properly to maximize their benefits. Facebook/Twitter To capitalize from its social media strategy, an organization needs to increase the visibility of its brand and gain as much engagement from its fans through social media sites like Facebook and Twitter, two of the most popular interaction platforms in relation to sport. According to the IMG Consulting Fan Engagement (2014) study, a consumer’s motivation to e
As detailed by Nick Nishikawa in his latest article on Modern Sport Media Consumption, platforms to follow live sport are multiplying and are offering continuously increasing interactivity. Sport fans are multitasking. They are following many simultaneous games while engaging on social media. This brings its own set of opportunities, but also threats. For the connected generations of sport fans, this is more effectively accomplished in the comfort of one’s home where sources of information can be conveniently combined and where wait lines for concessions are inexistent. With multiple options to consume sport, many of the biggest sport fans are now turned away from stadiums. This growing tren
“Live event television is what’s drawing audiences. It’s PVR-proof. Fans are 100 percent engaged in live-sports television” – Scott Moore, President Sportsnet & NHL, Rogers Media Sport is inescapable. Whether getting mobile notifications from The Score App, listening to Grantland podcasts on my way to work, streaming an HD feed of live-sports events (like this summer’s World Cup on CBC.ca), or reading Sports Illustrated on the jon, as a sports fan I am always connected to sports content. Over the past couple of decades consumers have observed a shift in media consumption patterns. Before the Internet boom, sport was mainly consumed through television and print mediums. Although Disney’s ESPN