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Content Marketing in Sports: Game Changing Tips to Boost Engagement

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The sports industry is one of the most popular industries in the world. According to Statista, the global sports market is expected to generate to the tune of 91 billion US dollars by 2017. Moreover, revenue from the sports merchandising market in North America is expected to reach 14.2 billion US dollars in the same year.

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Businesses operating in the sports industry can get a slice of the pie if they know how to drive online traffic and boost their brand authority.

Content marketing is one of the most trusted tools for the sports industry, which will help you boost your revenue and attract more loyal customers to your brand.

From simple sponsorship to integrated partnerships, here are some great examples of content marketing in sports.

Aon and Man U: Aon, the insurance broker giant, was the sponsor of Manchester United F.C., and the company witnessed a huge growth in the awareness of its brand. The insurance broker brand is now producing online content including articles, videos and native ads to explain how its services related to Manchester United.

Intel Inside and FC Barcelona: In 2013, Intel Inc became the official sponsor of FC Barcelona and generated huge awareness campaigns about its products and industry leadership. With compelling digital storytelling, the multinational computing company demonstrated its role as a technology leader. With the catchy “Intel Inside” logo on every jersey, the company also hit home the message: “It’s what’s inside that counts”.



Hershey and the NCAA: Hershey and the NCAA (National Collegiate Athletic Association) have been in “sweet” partnership for many years. They just recently announced a five-year extension to their partnership. Together, they have also created a micro website which provides plenty of interactive content for their fans and followers.

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Content Marketing Sports Partnership

Sports sponsors have a huge responsibility in terms of generating awareness around events, especially when a particular sports season is around the corner. On the top of it, they also need to create engaging content to generate awareness around their own brands, products, and services. Therefore, they must choose the right formats and platforms to make the most of their partnership opportunities.

Here are some ideas on how to create great content for sports lovers.

Creative and Engaging Content on Sports

Gone are the days when sports activities were limited to only watching live actions. Thanks to the radical transformation in the technology and sports format, today, many people are busy engaging with sports content such as pre-match predictions, analysis, and online games even before and after the actual action happens. This has created immense opportunities for sports sponsorship companies to create engaging content in creative formats, and cater to the growing needs of the sports consumers.

Sports Content on Mobile Devices

In the age of burgeoning mobile usage, sports consumers are engaging with content on the move. According to a Nielsen Report in 2012, 60% of mobile and tablet users consumed sports content on their devices at least once a day. Such significant consumption creates potential opportunities for sponsorship brands to create a compelling content, and generates interest around their brands.

Social Media Platforms for Sports Content Distribution

Sports sponsors can use social media platforms such as Facebook, Twitter, and Instagram to share videos, gifs, infographics, images, memes, and slideshows to keep the sports consumers engaged to their brands. With an increased propensity to engage with sports content, there’s no limit to how much traction sports sponsors can generate if they can take the pulse of their followers.

Final Thoughts

Content marketing for sports sponsors is different in that it caters to an audience that is eagerly waiting to engage with it. The content marketers, however, should focus more on boosting engagement and brand awareness rather than pushing products or services. Knowing how to engage with your sports consumers can open up umpteen business opportunities, and, as they say, it can be a “game changer”.

Author's Bio

Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: @ugosus

Published on September 5, 2017

Topics Content Marketing Strategy