Nine Things Sports Marketers Must Consider To Stay Ahead Of The Game
In his second guest post in as many weeks, Dr Peter Steidl (pictured below), principal at Neurothinking, does some crystal-balling on the sports marketing landscape and where the opportunities lie for brands.
Deep-rooted drivers of behaviour (DRDs) are hardwired circuits that developed in the human brain over millions of years because they boosted the chances of survival in a hostile natural environment. DRDs create goals in our minds and drive us to address these goals. The two DRDs that are arguably most relevant to sport are the ‘competition DRD ‘and the ‘belonging DRD’.
The relevance of competition is obvious. The drive to belong encourages us to join tribes that are built around sports clubs, athletes and codes, and is reinforced by the dopamine hit we get when our goals are addressed or we are exposed to an exciting and rewarding experience, such as a win for our team.
Tribes feed on energy and excitement that are amplified by sharing positive experiences with other members of the tribe. Even when the team or athlete the tribe is following is not performing well, members of the tribe can still get a dopamine release when they share their disappointment with other, like-minded tribe members. However, during such times it is important for the sports club or athlete to offer the tribe other ways to get their dopamine hit, through activities such as challenges, special events, competitions, and fundraising.
It is informative to contrast a tribe with mere members who have joined a sports club but do not interact with other members. These members’ relationship is solely with the club or athlete they follow, and when the performance of that club or athlete takes a hit, they are likely to drift away because they are not getting dopamine hits from interaction with other members. Such followers won’t stick around for long, but members of a tribe will. It therefore makes sense for sports clubs and athletes to develop tribes rather than rely on members or solitary supporters.
But what about the significant long-term changes that will develop due to technologies replacing human labour while facilitating new experiences and activities?
It is most unlikely that sport (in its broadest sense) will experience a decline in followers despite the looming technology disruption. In fact, recessionary periods can lead to increased engagement. We can expect higher levels of unemployment or significantly reduced working hours (Sweden is already experimenting with six-hour working days) to encourage consumers to spend more time with entertainment options, with computer games and sport the likely winners.
However, emerging new technologies are likely to have an impact on how sports experiences are consumed. Here we need to differentiate between technological developments that improve the experience of audiences, may these be attending a real-world event or enjoying a digitally delivered experience, and the use of technologies to create alternatives to today’s sporting events.
Remote audiences will benefit significantly from virtual reality developments, while holographic technology and augmented (virtual) reality can add to the experience of live audiences. These sorts of developments will not change the game, and sports organisations simply need to stay up-to-date and trial and adopt technologies that can add to the experience.
But other technology developments may well change the game significantly. We are starting to see the use of robots in sports, such as robot camel jockeys in the UAE. Or maybe you fancy watching a game of RoboCup soccer, an international tournament taking place on an annual basis? Or Robot Combat, taking you back to the glory days of gladiators in the Colosseum, killing for the delight of spectators. It will take time before robot sports become a true alternative to today’s sporting options, but it will be important for sports organisations to monitor developments and it may be strategically important to take ownership of robot versions of the codes they are responsible for, or are part of, today.
In the above examples, robots replace human competitors, but I have no doubt that we will eventually see mixed sports, with robots competing with humans, just as we have already witnessed human versus machine chess, Go and Jeopardy tournaments. Today’s robots are not quite ready to compete in physical sports, but it is only a matter of time before we reach that stage.
While all this will take considerable time to gather steam, there is a technology-based development that is already gaining support today – esports, typically organised multi-player video game competitions pitching professional players or teams against each other. Major games fill stadiums with an audience watching the game on big screens, while the battling teams are positioned on the field working frantically on their computers. Major games are broadcast and streamed and attract audiences of millions, with significant prize money attracting competitors. Some estimates put the number of esports competitors last year at more than 71 million people worldwide.
In summary, there is a bright future for sports, sports marketing and sporting events. However, to stay ahead of the game sports organisations, athletes and marketers should consider the following points:
- Get followers early. Once they are immersed in a sport and their DDRs are being addressed, they are likely to stay with that sport.
- Stage events, not games. Monitor trends in the mainstream entertainment sector and adopt options that are affordable and add significantly to the experience. Include real-world entertainment that can only be experienced (at this stage at least) by live audiences, such as fireworks or activities involving spectators, as well as options that can be enjoyed by remote as well as live spectators.
- Monitor the rise of virtual sports and competitions and advancements in virtual reality. This is not about esports per se, but rather about how your code will be impacted by advanced technologies.
- Monitor the rise of esports and consider these as serious competitors for the younger end of the market as time progresses. Keep in mind that esports have a strong connection to gaming which is likely to blossom when people find that they have no – or much less – work to do.
- The digital world of esports allows for far more dramatic and impactful events than real sports.
- Factor in the terrorism threat that will encourage consumption of sporting events in virtual worlds over live audiences.
- Adjust the balance between your real world and virtual world offering based on the results of the above: your starting point may be 100 per cent real and zero per cent virtual world, but if that’s still your position in the long-term, you are likely to suffer a significant loss of support.
- Build a strong tribe and introduce this tribe step-wise to virtual experiences that deliver the excitement and engagement they are seeking within the confines of your code, which needs to be re-defined to accommodate new technological advances.
- Facilitate interactions between members of your tribe and encourage sharing amongst members to trigger additional dopamine hits, fortifying the future of your brand, whether that be a sporting association, code, club, team or athlete.
If you want to learn more from Dr Peter Steidl about the future of sports marketing, click here to secure your ticket to the Ministry of Sports Marketing conference on Tuesday 18 July in Sydney.
Latest News
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.
New PR Subscription Changing The Game For Aussie Start Ups
Need better PR? You can now buy it via a monthly subscription. Price does not include a fascinator or Moet piccolos.
Paul Kent At Centre Of Fresh Scandal After Alleged Street Brawl
Do you long for the fights, gouges & testicle grabs of footy's glory years? So too, it appears, does Paul Kent.
DiDi Taps Disney’s Tim Farmer For Head Of Brand Marketing Role
Disney's Tim Farmer shifts over to rideshare company DiDi. Taking with him his Donald Duck coffee mug & mouse ears.
As Sure As Night Becomes Day, The End Of Third-Party Cookies Has Been Delayed
The question remains: what will we see first? The end of cookies, alien invasion or Jesus's second coming?
Fast 10: Scoundrel’s Tim Bullock Explains What Shane Warne & Salt-N-Pepa Have In Common
It's a Fast 10 with Scoundrel's Tim Bullock. Make it sound even faster by sucking on helium while reading it.
Outbrain Snatches Chris Oxley From Foxtel Media
Foxtel's Chris Oxley shifts over to Outbrain, but not before having his press photo taken in the wilds of the Daintree.
oOh!media & POLY Partner With Greening Australia For OOH Awareness Campaign
Like to quell the road rage with super cute pics of fluffy marsupials? This outdoor's just the ticket.
Are Media Cares For The Carers In Its Latest Social Change Campaign
Are Media calls on the government to add super payments to carers' payments. Remains silent on AUKUS, however.
In A Fragmented World, Engagement Is King
Today, B&T TV's talking fragmentation & engagement. But not in a down-on-one-knee sense of the word.
Kyle Sandilands On Advertising: “We Want Return Business. It’s No Good Just Taking Someone’s Money”
Kyle & Jackie O finally arrive on Melbourne radio. As yet, no sign of the monotonous and bitter AFL-NRL debate.
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.