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After a slow start compared to other marketing fields, sports marketing has taken off, and shows no signs of slowing down. Industry experts cite a variety of factors for the trend, but particularly the relatively sudden appearance of Gen Z’s financial prowess. This digital native, most socially conscious demographic is expected by next year to be spending anywhere from US$30 billion to over US$100 billion annually. Just as e-commerce platforms and big data are coming of age, not surprisingly, so are the youngsters best positioned to take advantage of new ways of spending income, including sports-related purchases.


An e-marketing bonanza awaiting


The new earners and spenders of Generation Z are seen as being more pragmatic, supportive of social initiatives, and robustly responsive to campaigns of all kinds that directly appeal to them and appear genuine in intent. At the same time, around two-thirds of marketers of sports events, teams and equipment and see more influencer programs as being vital for their field in the mid- and long-term future. The up-and-coming generation in particular can long expect to be targeted with sports-related campaigns.


Great ROI for sports marketing


The ROI of recent sports marketing programs indicates that they are very effective in generating profits. Sports marketers in recent studies said this is facilitated by having open relationships with influencers and working collaboratively to ensure that the authentic reach of their influence was optimized in line with client companies’ needs and matching them in turn as closely as possible to the expectations of buyers.


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