Sports marketing has changed massively since the turn of the century, with digital technology transforming how clubs and organisations promote themselves.
Social media has undoubtedly played a key role in recent years, providing a platform for greater engagement between sports and fans.
As highlighted on TotalSports.org, the practice of sports marketing is an evolving medium that requires ongoing adjustments to ensure targets are met.
Europe’s top football leagues are a great example of this in action, with many top clubs leveraging new social innovations to their advantage.
For example, the 20 Premier League clubs have collectively amassed more than 900 million followers across Facebook, X (formerly Twitter), Instagram, YouTube and TikTok.
Only La Liga (836m) comes anywhere near, with Serie A, Ligue 1 and Bundesliga lagging way behind the English top flight in the social media stakes.
However, given the changing nature of sports marketing, it would be foolish to assume that what passes for the name today will remain relevant in the future.
With that in mind, we take a look at some of the key sports marketing trends worth watching in Europe’s top football leagues over the next few years.
X vs Threads
While Facebook and Instagram dominate the football landscape in terms of follower numbers, X remains the platform where the most daily content is posted.
Clubs post around three-quarters of their social content on X, but doubts over the direction the platform is taking have sparked significant concerns about its future viability.
Owner Elon Musk’s penchant for making questionable decisions have already led many football clubs to investigate the feasibility of using other platforms.
Threads ? designed by the same team who built Instagram ? attracted millions of new users when it was launched in July and could become a serious player in sports marketing.
Influencer Marketing
Influencer marketing can be traced back to the 1700s, when Wedgwood described their pottery as ‘Queen’s Ware’ after making a tea set for Queen Charlotte.
While the practice remains relevant today, influencer marketing now extends way beyond the less than subtle slogan used back then.
Companies have become increasingly keen to forge direct links with athletes in recent years, and we anticipate this trend will continue for the foreseeable future.
Emerging technologies such as Artificial Intelligence (AI) and Virtual Reality (VR) will also have massive impact on future influencer marketing campaigns.
Integration with eSports
It does not seem too long ago that professional video gaming was dismissed as nothing more than a passing fad, but things have not panned out that way.
The eSports industry is one of the biggest growth sectors on the planet, attracting massive intertest from global brands, broadcasters and betting companies.
Numerous football clubs worldwide have wised up to the possibilities by adding eSports teams under their umbrella.
This gives them easy marketing access to a demographic who may not otherwise have engaged with sports ? a tactic we expect many other clubs will adopt in the future.
Socially Responsible Marketing
Many football clubs have previously latched on to social causes primarily for the purpose of promoting their own brands.
However, they can no longer get away with merely being seen to be doing ? they need to be socially conscious and be sincere in their efforts.
Fans increasingly want to engage with sports organisations and athletes who do the right thing ? not for their own benefit, but for the cause in question.
While being socially responsible remains a marketing tactic of sorts, the football industry can ill-afford to pay lip service to this in the modern era.
