Professional and collegiate sports are BIG businesses and continue to grow at incredible rates (from $71B in 2018 to $80B in 2022).
And less traditional sports, such as X-Games, E-Sports, and even the World Series of Poker, have shown there are no restrictions to that growth. Unfortunately, most sports organizations are leaving significant money on the table by not better engaging their fans. They rely on lacklustre promotions and paid advertising to buy impressions, rather than implement proven brand marketing principles that make lasting impressions, result in above-average affinity, and encourage an advocacy that helps convert casual fans into raving fanatics.
Why are so many sports marketing organizations so bad at properly engaging audiences? We can’t blame the entire sports industrial complex, because we found notable exceptions in governing leagues, such as the NHL and UFC, and within franchise icons like the Dallas Cowboys, Los Angeles Lakers, and Toronto Maple Leafs. Heck, even the CFL’s Saskatchewan Roughriders are doing more things right than wrong.