Sports Merchandising Is Currently A Bigger Industry Than The Competitions Themselves
Growing up in New York, I not ever thought about marketing in athletic. Everyone there was either a Yankees supporter or a Mets fan. You always loved one and hated the other, and so did your entire family. It was more of a tribal allegiance than a decision. The fact that, beyond the athletic events, there was another competition going on not ever occurred to me. I never thought about the truth that the teams were not only fighting for victory, but also fighting for followers. Until I fell in to a sports marketer position, I was pretty much unaware of how much capital changes hands behind the scenes. Professional sports marketing is a multi billion dollar niche, and it is growing every year. Most athletic teams, in fact, make more money off of selling sports clothes than off of tickets!
Finding myself in an athletic marketing firm was a pretty odd development for me. In a number of ways, I do not fit in there at all. Even though I majored in niche marketing and advertising, I have never been a big sports enthusiast. This placed me at odds with a business filled with athletic fanatics. Nonetheless, I have done my job pretty well. At first, I was not up to date on the various teams. This made my sports marketing job tough, since I did not know the niche! People expect you to be able to talk sports with them if you're going to promote their teams. Even if you are an effectual marketer. If you cannot talk shop and socialize with fluidity, it's hard to keep your position.
Fundamentally, I approached sports marketing like I approached school. I sat down and crammed for weeks at a time. Soon, I knew more about sports statistics than many of the most die-hard fans in the business. After them, it was simple. Good athletic teams sell themselves, so it is just a matter of playing on existing brand fidelity. As for the lower ranking sports teams, you could always play off of the underdog factor. There are a number of individuals who just love to root for a team that loses year after year. Merchandising athletic to these versions of enthusiasts is a smaller business, But what they don't have in numbers than make up for in brand loyalty. They are the most committed fans in the business. The only time when sports marketing is a tough sell is when a great team starts to slide. Abruptly, nobody wants anything to do with them. The rest of the time, though, the job is pretty much a breeze.
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