Businesses are always looking for ways to attract new customers. Sports have helped them with that, luring them in. Billions of people watch sports worldwide. Those people are potential new customers for businesses that want to attract sports fans. And thanks to the rise of sports betting, some fans are spending more time on sports than they ever have.
Sports fans are a diverse group of people, possibly one of the most diverse groups, which is great for businesses. Most businesses should have a product that will attract a cohort of sports fans because of how diverse sports fans are. Soccer is a sport that is watched by people all over the world. The sport appeals to young people, older people, people with low income, people from countries all over the world, and more. Football is one of the most popular sports in North America. The sport heavily appeals to Americans and Canadians of all ages regardless of income. Basketball is widely watched in North America, Europe, Asia, and other parts of the world. Basketball players are a diverse group. The sport is often played by both genders and people — especially professionally — from all backgrounds, unlike football. Businesses try to attract some of these fans. How do they do it?
Advertising with professional athletes and teams
One of the most common ways that businesses use sports to attract customers is by advertising through teams and athletes. A lot of the top athletes and sports teams have deals with Nike, Adidas, Under Armour, and other brands that aren’t sports apparel brands. Many sportsbooks aim to attract customers through convenience, including partnerships and flexible payment methods. For example, while Betway partnered with UFC champion Dricus Du Plessis, some users may gravitate toward betting sites that accept Paypal for quicker transactions.
Ferrari entered a partnership with HP and is now racing in Formula 1 under the team’s name Scuderia Ferrari HP. On race days Formula 1 fans can see the HP logo on the Ferrari car, not to mention the race suits worn by Lewis Hamilton and Charles Leclerc. If you go to a professional sports game or watch the game on TV, most major sports teams will have advertisements on their team’s jersey, around the arena, or both.
Some businesses find ways to get retired athletes to promote their products. You will probably find a few advertisements if you follow a podcast that is hosted by a former professional athlete. Some former athletes will also show up in commercials.
Hosting events for sports fans
Aside from advertising with teams and athletes, businesses have other ways of attracting customers with sports. Businesses, such as restaurants, hold events for sports fans. These events are often watch parties for major games, sometimes featuring pre-game meals or special food offerings. Some restaurants have allowed sportsbooks to host events. The restaurant and sportsbook share the advertising responsibility for the event, attracting customers to the restaurant. The restaurant may be able to attract new customers with the event and attract some of the sportsbook’s bettors. It’s a win-win for both parties. Earlier this year, Bet99 hosted a SuperBowl LIX tailgate party at a restaurant in Calgary. Some bars are known for showing sports games on their TVs and changing their menus for big games.
Giveaways and contests
Businesses set up giveaways and contests for sports jerseys, tickets, and apparel. Earlier this year, the Toronto Raptors partnered with LG Canada for a ticket giveaway and a VIP away-game Raptors Road trip. If you’re someone who checks social media on a regular basis throughout the regular season and playoffs for most major sports, you will likely run into some of these giveaways and contests while scrolling through your feed. You are more likely to run into these if you’re someone who follows a lot of content creators and businesses on social media. A lot of these giveaways and contests are also posted on the business’s site.
These contests and giveaways often require fans to make a purchase, attend an event, or complete another task to be eligible for a prize. Sports fans actively engage with these contests and giveaways on social media through comments and quizzes. These are some of the ways that businesses use sports to attract new customers. Some businesses will even try to sell to sports fans outside the arena before a game.