T-shirts and fences in stadiums: the most efficient resources in sports marketing

Sports marketing is a very powerful tool to publicize brands, products and services among mass audiences. Sport is popular as a form of entertainment and many consumers follow their teams or certain sports practices with passion in many cases.

Occupying a prominent place often makes these fans ‘see’ that brand and remember it. One only has to think about how the gaming industry used advertising in football and sports sponsorships of La Liga teams to reach consumers in Spain: they managed to be highly visible and powerfully remembered.

But the important thing for brands that are entering sports sponsorship and marketing is not only knowing that they should position themselves there, but also where they should do it and what spaces will make them more visible and more memorable.

A GWI study collected by Warc has asked consumers in various markets about their perception of sports marketing. That is, it has asked them to remember where they have seen messages from brands that they remember, to establish with that data what is most memorable and what thus compensates the brands more.

Researchers have used soccer as the most popular sport as a scale space and tennis as the fifth sport with the most followers and that offers a perspective from another point of view.

The most efficient, in both sports, are the sponsorships that sneak into the athletes’ jerseys. 65% of the followers of both sports remember the brand image on T-shirts. Perhaps that is why it is not surprising that companies seek to enter the kits of soccer teams.

The truth is that the tendency to visualize more what appears on t-shirts is also seen in other sports, as noted in Warc. T-shirt sponsorships are also what fans of American football (63%) or motorsport (66%) recognize the most.

What happens to everything that is not t-shirts

The next space with the best memory data is the LED panels located in the stadium or tennis court. 50% of football fans are aware of these spaces, as are only a few percentage points of tennis. The third space with the best data is the static fences located in the stadium. They have, in both cases, a percentage slightly lower than 40%.

Things change in the rest of the list, where tennis fans are more aware of its existence and the presence of a brand than football fans. This is what happens with the messages that appear on large screens (just over 40% in tennis, over 35% in soccer), the backgrounds of interviews (over 35% in tennis, but over 32% in soccer) or changing the name of the state (a little over 30% in soccer, but closer to 40% in tennis).

Finally, the study has also tried to calculate how powerful the sports audience is. The range of Internet users who are sports fans – and for this they only take into account those who are extreme or very interested in sports and watch sports at least once a week – encompasses between 30 and 50% of Internet users on between 16 and 64 years old.

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