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What is the Strategic Value of Sports Marketing?


Tour de France 1 To the discerning fan, the Tour De France or Le tour De France as the French call it, is not only the great marketing coup but arguably the most enduring sports event on the planet. Even to the uninitiated viewer, 23 days covering 3,500 KMS of riding makes this one of the most spectacular events in the world’s sporting calendar.

Sports, like music is the great universal language that penetrate hearts and minds no matter which part of the globe you come from. Enter Sports Marketing!

Sports Marketing is not a new concept. In fact it has been around since the early Olympics. However, with the advancing of mainstream media and the internet, it has truly shot up top in marketing activity. According to A T Kearney research, the Sports Marketing industry is now worth about $600 billion. Sports Marketing is now so mainstream that some organisations hire sports marketers, and in certain markets there are sports marketing associations.

Sports marketing brings into play (no pun intended) the full mix of marketing and more. It builds on classic Brand Association and create a Brand Personality to the yearning billions of consumers / brand stake holders around the globe. Consider the global reach brands such as Manchester United and Barcelona FC have achieved across many continents. And ponder for a moment the brand image created through the brand ambassadorship of Rory McIlroy for Nike, David Beckham for Adidas, Usain Bolt for Puma, and George Foreman for Salton.

Some other legendary sports marketing sponsorships include Wimbledon – IBM and Slazenger, FIFA World Cup – Addidas, Indian premier League – Pepsi, and Formula 1 – Rolex.

This brings me to the final point as to which is the greatest sporting event on the planet? There are many differing opinions on this. However, here is according to one source the top 10 biggest sporting events, which I think is a very accurate ranking.

  1. Olympic Games
  2. FIFA World Cup
  3. UEFA Champions League
  4. Formula One
  5. Super Bowl
  6. Wimbledon
  7. Tour De France
  8. Rugby World Cup
  9. ICC Cricket World Cup
  10. National Basket Ball Association (NBA)

Ref: List Dose.

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