Who: Patrick Leary, EdD, is an associate professor in the College of Hospitality at Johnson & Wales University Providence Campus, as well as an online faculty member.
Agree or Disagree with Article: Agree
His take: In WorkInSports.com’s article “Trends to Watch out for in Sports Marketing,” the author highlights four trends that have become standard in the industry: Technology and sponsorship, female sports fans, social media, and the use of mobile.
Let’s start with technology. In a competitive marketplace, it is critical for sports marketers to constantly have their finger on the pulse of industry trends, consumer behavior, and consumption-driven marketing strategies. As a result, sports marketers cannot ignore technology’s role in consumer behavior patterns. Any organization rooted in the business of sports must leverage technology to connect with their consumer base across a wide demographic spectrum from baby boomers to millennials. What’s exciting about the global sports industry is the continuous growth and innovation. The infusion of data analytics along with technological advancements into the sports industry has created a swell of jobs.
What’s great about being a sports marketer is being able to use both sides of your brain throughout the strategic marketing process. Marketers use both data and logic to drive strategy, yet tap into the right side of the brain to steer the creative process. As sponsorship continues to be an important revenue source for teams, venues, and events, we are seeing innovative sponsorship activation through the utilization of technology. The sports industry is also experiencing creativity in partnerships aimed at attracting more female fans. The NFL has done a tremendous job of taking proactive steps to engage female fans through establishing events such as the NFL Women’s Summit, as well as pursuing sponsorship opportunities with female-centric companies like CoverGirl. As a result, women comprise 45 percent of the NFL’s fan base.
We continue to see the use of social media as a marketing vehicle, though it is certainly not a new concept. The most effective sports marketers have the ability to determine which platforms best speak to their core audience. Whether fans are in the stadium or at home watching from the couch, sports marketers constantly seek to engage them through a variety of creative marketing strategies using both social media platforms and mobile devices.
Interested in pursuing a career in the sports industry? In our MS Sport Leadership Program, we focus on the importance of understanding consumer behavior patterns within the market and are constantly studying and developing creative strategies for keeping fans engaged.
Want to learn more about earning your Master of Science – Sport Leadership degree online with JWU College of Online Education? For more information, complete the “Request Info” form on this page or call 855-JWU-1881.