Success Goals: Six Trends in Sports Marketing You Need to Know

Digitalization is bringing significant progress in sports marketing and the overall sports industry. The outcome is trends that no one had expected a few years back.

The digital era asks for everything from people accountable for marketing in their sports companies. It is probably impossible for an individual to be utterly familiar with all aspects of sports marketing. However, it is crucial for every individual responsible for sports marketing to know the latest trends in this industry. They need to be aware of new sports marketing tactics to help their companies become more successful and easily recognizable.

Below we have given an overview of the most popular sports marketing trends with interesting examples.

1. Women in Sport

For years, the sports industry was primarily a male domain. However, with modifications in modern society, the sports business is also becoming highly unbiased. It is also because most women are a financially powerful unit of buyers now. Like various other industries, the world of sports is experiencing progressing target group segmentation. ISPO identified this growing trend early with different women-oriented top-class sports programs offered to committed women.

However, many other companies also attract great attention by offering specific campaigns such as This Girl Can and She Moves Mountains for women interested in sports. Such trends take the sports marketing industry to another level and attract most graduates to enter this field for extraordinary opportunities. To acquire more expertise, you can study Sports Marketing online and learn the basics of sports marketing. Additionally, you will know the latest trends in the sports industry and ways to implement them in your business.

2. Over the Top (OTT) Content

Netflix, Amazon, and Facebook are some of the most classic examples of OTT providers. OTT means “Over the top” and indicates that users can independently obtain content from any terminal device. You might be thinking about its connection with sports. Platforms such as Amazon prime or Facebook turn this sports rights industry upside down as it’s been popular for years. For instance, many professional sports leagues were previously exclusively seen on Facebook in only certain countries. Also, Twitter, a short news service, is a part of sports rights. Due to this reason, if you wanted to enjoy sports before, you had to turn on your TV. Today, you can watch any live sports on any device and anywhere you want.

Even previous niche sports benefit from the streaming options. Facebook has the professional World Surf League rights and pays around $30 million for two years. Surfing is perfectly suitable for the online target group.

The considerable competition from the online market is creating issues for many traditional media businesses. But the platforms come with another great advantage as they build profiles of the users to know precisely who watches their online content and when to play their targeted advertising accurately. Another company that has a tremendous decisive benefit is Amazon prime. Amazon prime has the most extensive online shop worldwide, where members can view any conent quickly.

3. Artificial Intelligence (AI)

Artificial Intelligence or AI is transforming the entire world, and there is no uncertainty about that. However, it needs accurate data and, of course, a proper internet connection to work at its best.

Chatbots are a fantastic form of AI for sports marketing. FC Arsenal created a chatbot known as Robot Pires and some experts from GameOn, which use Facebook messenger, Telegram, Slack, Skype, and Kik to communicate with their fans.

Robot Pires chatbot provides its users with outcomes, news, statistics, and partly private professional Premier League Club videos in straightforward and humorous language.

The use of such chatbots in sports marketing provides numerous benefits:

  • A clever and entertaining chatbot will approach new target groups and make fan loyalty more potent because it offers great content.
  • The sports club or the company presents themselves as groundbreaking thought leaders and thus also makes their brand stand out in the B2B market.
  • Chatbots can collect data that offers essential hints on customer or fan wishes.

Whether investment in artificial intelligence is worthy for sports marketing or not is still dubious. So, you should consider chatbots as more of an exciting experiment than a tried and tested marketing tactic in the sports industry.

4. Virtual Reality, Augmented Reality, and Mixed Reality

The progress in Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) are very impressive. A few years back, virtual and artificial reality was considered uncomfortable and expensive. However, according to sports marketing professionals, the central focus is now on their advantages.

Online shops need to struggle with immensely high Cost per Acquisition (CPAs) as the accessible delivery terms have led to unpleasant behavior. Customers can order every product in distinct sizes and colors. They try on every item at home and perhaps purchase just one.

5. Wearables

The wearables market has developed from its niche and has become one of the essential fields of the whole sports industry.

According to a study, wearables sales might exceed about $95 billion in 2022 globally. With the self-lacing shoe, Hyperadapt Nike has made a fantastic example of the product from the future. However, sports marketing professionals are also fascinated by intelligent soles, as Digitsole exhibited at ISPO Munich.

6. Sustainability

Today, sustainability and sports are closely related. Around 80% of the services or products are bought for emotional reasons, and about 20% for functional reasons. Therefore, sports marketing is increasingly becoming famous for providing clients the feeling that they’re doing something great.

Good sustainable sports products include sports shoes or outdoor jackets created from recycled plastic. The trend towards better environmental protection goes so far that gathering waste during jogging and blogging has become a critical movement.


Digitalization, sustainability, and individualization are undoubtedly among the hottest trends in the entire sports world, and they also need an essential modification in sports marketing. Today, this world is undergoing tremendous transformation, and digitalization is making it more prompt over time. To become a successful professional in the sports marketing industry, you always need to know what’s going on all around you. Not every possibility that is opening up is turning into mainstream. However, it is beneficial for a sports business or marketing expert to stay informed about the new trends in sports marketing and explore more over time to improve your business

Jack Thompson

Jack Thompson, a world traveler and blogger with over a decade of experience in the travel industry. Jack has dedicated his career to following, checking, and recording interesting stuff from around the world, sharing his experiences and insights with his readers. His passion for travel began at a young age, and he went on to study journalism at the University of California, Berkeley. After graduation, Jack worked as a freelance writer and photographer, traveling the world and documenting his adventures. He went on to become a travel blogger, sharing his stories and insights with a growing audience of readers. Jack has written extensively on travel, culture, and lifestyle, and has been featured in publications such as Lonely Planet, National Geographic, and Travel + Leisure. He is also a sought-after speaker and lecturer, and has given talks at conferences and universities around the world. In his free time, Jack enjoys hiking, surfing, and exploring new destinations off the beaten path. He is passionate about helping others discover the joys of travel and is always on the lookout for new and interesting places to explore.
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