The Mystical World of Sports Marketing and Why It’s So Beneficial to Non-Sports Brands


On February 6th, 111.3 million people watched Super Bowl LI. They saw the comeback of a lifetime, and Lady Gaga turn a group larger than the population of the Philippines to putty in her hand. The sooner you wrap your head around the sheer number of viewers, the sooner you’ll understand why the Super Bowl ads are as important, if not more, than the game itself. The reason? Sports marketing.

Of course, brands want to maximize the amount of consumers who see/hear about their product. Broadcasters have very specific demographic and viewership profiles for their events. So it makes perfect sense that major (and even some minor) sporting events would be of interest to brands and retailers looking to advertise to a desired demographic.

Why brands are investing so much in sports…

According to a survey conducted by Scarbrough Sports Marketing, 62% of surveyed adults showed an interest in the NFL. This means that brands are spending a staggering $5 million for a 30-second spot.

To make things even more interesting, many of these companies have nothing to do with sports. Audi took out a minute-long ad aligning themselves with the importance of gender equality. Budweiser created an ad focused on the amazing things immigrants can accomplish telling the story of Bud’s German creators immigration struggles. And not all the ads were political: brands like Skittles, Bai Drinks, and Mexican Avocados went the humorous route, as they poked fun at the illuminati. The name of the game is to know who you are marketing to as these brands did, and to make sure you stick in their head long past the last touchdown. All of these brands knew exactly who was watching (and roughly how many) and to them, the huge monetary investment was well worth the consumer reach.

…and we don’t just mean Super Bowl ads

As easy as it is to point to the huge ads at the Super Bowl as an example, sports marketing reaches much farther than you’d expect. What does it say on the boards during the Toronto Maple Leafs Games? What are the players in the NBA drinking on the bench? What type of jackets are the NFL players wearing? This is all sports marketing – brands can, will, and should take every opportunity to have their name in plain view, (or at least subliminally present). Utilizing the science of Sports marketing to align your brand with your consumer’s favorite sport means more eyes on the brand, which equals brand awareness, which leads to a higher likelihood that more people will feel comfortable spending their hard earned cash on your brand.

So next time you’re wondering, “How can I reach more consumers?” think about the fact that there may be some avenues you may not even have considered (if you’re not a sports brand, at least). Sports marketing isn’t so mystical after all, but rather a ‘yes’ or ‘no’ answer to the question, “Is it worth spending this much money to better relate to my consumer?”

Dante Berardi Jr.

Dante Berardi Jr.

Dante Berardi Jr comes to Hubba from a background in content creation and grant writing for musicians and artists. A writer/musician himself, Dante has a thirst to consume words and the stories they create when pieced together. He sleeps too little, reads too much, lives on coffee and will talk your ear off about vinyl.
Dante Berardi Jr.