New age branding is taking sports to a new level

In the past, the whole neighbourhood would gather at one house to watch a cricket match at the television set. The owners too were more than happy to accommodate the crowd and the community cheered together. This was an all too familiar sight in India of the past.

Fast-forward to today. One doesn’t have to depend on only the television nor stick to the media’s schedule.

Sport viewing has changed drastically in the world dominated by the internet and interactive media. To make the most of the online user behavior, marketing strategies too have changed and companies are evolving new and innovative ideas to capture the sport market. 

IN these changing scenario, here are the most popular marketing trends for you to try, if you are considering sports marketing:

OTT content:

Over the top or OTT content can be streamed directly to your television or mobile set. It obviates the need to watch matches at a fixed time. Fans can get the same excitement watching the streaming of the match at the time of their choosing. Facebook, for instance, streams matches from the Spanish Primera Leaguer soccer.

Bringing a sporting event on an OTT platform in itself is an advertisement as people will mark their calendars to view it on a relaxed Sunday afternoon.

Augmented reality (AR):

Augmented reality is a dream-come-true for the ardent sports fan. Right from huddling with your favourite sports star for a photo to cheering from the pitstop as a Fi racing car zooms by; fans can have it all. And it happens at the comfort of the drawing room couch.

Imagine you are given a card. You point your phone to it and the card turns a fun game and even gets you a deal at the end of it! Want to check out the shoes worn by your football hero? Well, with a smartphone or technologically enhanced glasses, you can get that shoe on your feet –virtually before you decide if you want to buy it. That’s AR for you. 

Other than fans and spectator experience, AR has entered into mainstream training. Coaches and players are already designing training routines with the help of real time videos and overlays. That is not all. We have technology, which we can wear Wearables form an important aspect of AR in training.

Clothes with sensors, smart glasses and lenses can record heart rate, muscle movement, training data; which can be later analyzed and studied to chalk out better training routines. 

Esports

Fan engagement is incomplete without competitive gaming. Fans can get involved in their favorite sport, form teams and play against each other. The adrenaline rush of being part of a team and having large followings on gaming platforms is a definite pull for an ardent fan.

On these gaming sites branding and marketing strategies are in the form of dynamic ads, static ads, sports influencers and professional gamers engaging with the audience. 

With virtual billboards and advergaming (game specially created for the promotion of a brand); sports marketing in the digital space is just getting started.