The sports industry is a massive industry that encompasses fitness, health, pure entertainment, and sectors on the cutting edge of digital in all of its manifestations. In terms of age, region, and society, it appeals to a large and diverse audience. Above all, it is a hyper-dynamic industry that is constantly changing.

All of this can only be mirrored in the sector’s marketing: a playing field in which you must know how to operate in a way that is both contemporary and up to date, as well ahead of the competition.

We covered all of the significant shifts in marketing and communication in the sports and fitness industry in one blog article. Mostly digital changes, and so with the advent of Digital Transition, which has transformed and continues to revolutionize all industries: it is a constant and continuous transformation.

Above all, being “digital” means having access to a massive amount of data about one’s business processes and customers: this is known as Big Data. Another piece will be dedicated to this topic and its critical role in sports marketing.

Instead, we’d like to focus on the future. The most efficient method to gain a competitive advantage is to learn how to see what’s coming up next. It’s something that all businesses should be able to do.

So, here are ten new sports marketing trends to look out for. These are the trends that will alter the industry’s dynamics. They have already started doing so in numerous cases.

There is room for women!

After all, sport is a great mirror of society. It’s no wonder, however, that women are playing an increasingly prominent role in this profession. Even male-dominated sports like soccer are attracting more female fans. Consider the attention that the recent European women’s soccer championships, which were also held in Italy, drew.

As a result, the female target audience for sports marketing has increased. The gap is huge, and the trend shows no signs of stopping.

Brands are well aware of this, and numerous efforts have been launched in this direction. We call attention to efforts like North Face’s “She Moves Mountain,” the British government’s “This Girl Can,” and Nike’s “Dream with us” for their incisiveness.

There is room for elderly!

The population is becoming older, especially in the Western world…but it’s also getting more energetic and vibrant.

Because of their spending power, “seniors” are (and will continue to be) an increasingly important target for sports marketing (an aspect not to be overlooked).

In this regard, the Adidas “Break Free” commercial is a fascinating and daring example.

Esports and young people

If past sports marketing trends focused on older demographics, this one is primarily focused on younger demographics…who are also among the most difficult for brands to reach. Learning to do so, on the other hand, is critical: it’s also crucial to understand the market’s movements.

The so-called esports, which straddles the boundary between the gaming and more general sports sectors, is a trend that is constantly rising among young people. According to recent projections, the number of “electronic sports” fans will reach 250 million by 2021. By 2022, the sector’s turnover will reach between €1 billion and €650 million (according to the most cautious forecast) and €2 billion (according to the most optimistic estimate).

Accountability and long-term sustainability

Another issue that is rapidly attracting the attention of younger generations is that of brand social responsibility and environmental sustainability.

People are more sensitive to these issues. It’s enough to take a glance around: from Fridays for Future to social media terms, as well as “vintage” TV advertising. However, here are some figures: According to a Nielsen study, 66% of consumers are willing to pay more for firms that are committed to having a beneficial social and environmental impact (nielsen.com).

Surveilling groups (including “private” ones)

There are highly close groups of fans, enthusiasts, as well as technicians and professionals, who gather around sports.

It is critical to intercepting these communities. And it may be done in a variety of ways: for example, through Big Data analysis; through the use of influencers and micro-influencers (which we will return to in the next two paragraphs); or, even better, by combining the two tactics.

However, there is one side that is becoming increasingly powerful. And it’s a side that exists “in the shadows,” so to speak, and is frequently referred to as “dark social.” It’s nothing esoteric; it’s just the “private” side of the internet: WhatsApp groups, chats, and closed Facebook groups. It’s an ever-expanding section of the internet where people are more openly sharing their thoughts and beliefs.

This is one of the sports marketing trends that businesses should keep an eye on. It’s an issue of learning how to “naturally” and effectively integrate oneself into these societies. Or, better still, to figure out how to create them around your brand.

Mega Influencers

Super Influencers are a group of people who have a lot of power.

We frequently hear that influencer marketing has been shrinking in recent years. And it’s true: prominent influencers are no longer seen as “genuine” as a result of their growing notoriety (and this was their strength). But there’s a catch: there are two ways to fix the problem.

The first isn’t new: look to celebrities, or “Super Influencers.” Even in the digital age, this “old” system continues to function flawlessly.

What’s an example? Cristiano Ronaldo has nearly 200 million Instagram followers (his team, Juventus, has “only” 42 million, and one of the businesses for which he is a spokesperson, Nike, has “only” 120 million).

The second option is to go in the opposite direction. As we’ll see in the next point.

Micro Influencers

Let’s continue where we left off: the polar opposite – but equally powerful – approach is to use “Micro-Influencers” or “Nano Influencers.”

These are people that have a much more direct and genuine contact with their audience, which results in higher levels of engagement and loyalty.

Furthermore, investing in Micro-Influencers allows marketers to distribute their spending across numerous “fronts” while reducing risk.

Surveillance of individuals

We started with the enormous numbers and are now working our way back to people in a more “surgical” manner.

Personalization is the actual trend in sports marketing, and it is the most potent and effective. Learning how to “know” people and communicating with them in ways that are ideally customized to their qualities, behaviors, customer journeys, and possible needs.

In the sports sector, there are numerous examples of individualized marketing (from Nike with this example to various NFL clubs from the NBA, soccer, and Gatorade–see here).

Other businesses specialize in this type of one-on-one service.

Personalization can be worn.

The increasingly widespread dissemination of wearable devices, also known as wearables (in this segment, Nike takes the lion’s share; for additional details, check here), is a highly fascinating example of the collecting of personal data, which is crucial targeted marketing.

Wearables sales are expected to reach $95 million by 2021, according to a recent survey (statista.com).

Needless to say, the numerous prospects available in this area are increasing.

Involving more Tech: AR, VR, MR

Let’s start with the abbreviations: AR stands for Augmented Reality, whereas VR stands for Virtual Reality. MR (Mixed Reality) is a less well-known term that refers to the so-called Hybrid Reality, which is an environment in which “digital items” and actual objects coexist and interact.

This is no longer science fiction, and it has been for several years. The initial implementations of these technologies in marketing (but also in customer service) are already here. Even in the field of sports.

For example, the Red Bull Formula One team has made Virtual Reality videos geared exclusively at their supporters.

Conclusion

In short, the sports industry’s horizon is quite exciting, and it is constantly changing. For those in marketing, the task is always the same: to be open-minded and to know how to “see things” ahead of time.