Ah, the world of sports marketing – a landscape in constant motion, shaped by the powerful forces of technological innovation, evolving fan behaviour and creative marketing strategies. And yet, amidst all this change and flux, one trend stands out: the drive to enhance fan involvement.

A recent study by Nielsen Sports has shown fan engagement is not just a crucial element of the industry but a key driver of revenue growth. The study found that fans emotionally connected to a sport or team are likelier to attend events, purchase merchandise, and engage with digital content, highlighting the immense value of building strong relationships with audiences.

So it's no wonder brands and organisations increasingly focus on creating personalised and interactive experiences for their fans and aligning their initiatives with causes and values that resonate with their audiences. Because in the end, it's the fans who make sports marketing what it is – and who will continue to shape its future in the years to come.

This article will explore these trends and examine some notable examples, such as SailGP's world-first DAO team, Netflix's Sports documentary ambitions and Callaway's partnership with content creators Good Good Golf.

Embrace Short-Form Vertical Videos for Engaging Content

In 2023, short-form vertical video formats like TikTok, Instagram Reels, and Google Shorts continue to dominate sports marketing, offering higher levels of engagement and memorable experiences. Far from being a passing trend or just for Gen Zers, platforms like TikTok are maturing, with 53% of users now over 30. Commit to creating daily videos for 60 days to maximise growth, focusing on 7-30 second clips that showcase tips, advice, products, or behind-the-scenes moments. Don't worry about high production value—instead, batch content weekly and repurpose it across all platforms for maximum exposure.

Prioritise Helpful Content for Search Engine Success

As Google rolls out its Helpful Content Update, sports marketers must adapt by creating content that answers the questions fans are likely searching for rather than trying to game the algorithm. In 2023, focus on developing a few key pages with the most helpful and informative content that addresses fans' queries. Going all-in on these select pages will reap the benefits of Google's update and boost your search engine visibility.

Leverage User-Generated Content and Influencers for Authentic Connections

The rise of user-generated content and influencer marketing offers a powerful way for sports brands to connect with fans. 61% of viewers trust product recommendations from influencers they follow, compared to just 38% who trust business content. In 2023, take advantage of platforms like TikTok's Creator Marketplace to find influencers that match your brand and budget, negotiate terms, and launch campaigns. Don't overlook nano-influencers (1-10k followers) with their impressive 5.6% average engagement rate—these smaller influencers often have highly engaged audiences. Additionally, turn influencer-created content into paid TikTok Spark Ads for even greater reach and impact.

A Winning Game Plan: How Reynolds and McElhenney Masterminded Wrexham AFC's Remarkable Transformation

When Hollywood actors Ryan Reynolds and Rob McElhenney bought the world's third-oldest football club, Wrexham AFC, for $2.5 million, they didn't just invest in a 5th-tier English football team – they sparked a marketing revolution. Here's the captivating story behind this ingenious move.

1. The Allure of English Football for American Investors American ownership in English football is a concept that has been introduced previously, with half the Premier League boasting American investors, including Chelsea, Manchester United, Arsenal, and Liverpool. The attraction lies in the global appeal, expanding media rights, and lower valuations compared to NFL, NBA, and other US sports franchises.

2. The Unconventional Investment: Wrexham AFC Reynolds and McElhenney chose to invest in Wrexham AFC, a 5th-tier club in a working-class town near Liverpool and Manchester. But their vision transcended Premier League aspirations; instead, they focused on the power of creative storytelling and marketing prowess.

3. Winning Over the Fans As Wrexham is fan-owned, the actors met with over 2,000 supporters via Zoom in 2020, pledging a $2.5 million investment in players and facilities and securing a 25-year stadium lease in Wrexham to reassure fans of the team's future.

4. The Real Masterstroke: "Welcome to Wrexham" The duo produced a Netflix-style docu-series, "Welcome to Wrexham," chronicling their journey, investment, and the club's prominence. The first season was a resounding success, both on and off the field.

5. The Show's Impact "Welcome to Wrexham" premiered on FX in August, earning a 97% audience score and an immediate green light for season two. But the real success extended beyond the screen. The estimated revenue from the 8-part series was around $3.2 million.

6. Skyrocketing Social Media Presence Wrexham AFC saw their social media following surge: Twitter: 45k to 209k (+364%), Instagram: 27k to 208k (+670%), TikTok: 0 to 459k This newfound attention translated into tangible revenue for the club.

7. Sponsorships and Growing Fan Base Wrexham AFC inked kit sponsorship deals with TikTok, Expedia, Vistaprint, and Aviation American Gin. The number of season ticket holders nearly tripled between 2019 and 2022, demonstrating the local community's support.

8. Global Exposure The club's marketing strategy granted Wrexham AFC global visibility they could never have achieved otherwise. Their FA Cup qualifier against Blyth Spartans was broadcast on ESPN2 and ESPN+, reaching approximately 100 million households worldwide.

9. A Win-Win Situation Reynolds and McElhenney's strategic marketing and creative media approach transformed a local sports asset into a global phenomenon, benefiting both themselves and the Wrexham AFC fans and community.

In summary - the Wrexham AFC story is nothing short of astonishing:

• Purchased for $2.5M

• Produced a hit docu-series on FX

• Gained 1M+ social media followers

• Tripled season ticket sales

• Secured sponsorships with TikTok, Expedia and more

Brands Empowering Influencers as Creative Directors

Callaway Golf has recently partnered with Good Good Golf, a group of popular content creators with over 1.1 million subscribers on YouTube. The partnership highlights Callaway's commitment to making golf more accessible, visible, and entertaining for a diverse audience. The collaboration aims to produce diverse video content, including a new Pro series, long-form challenges and appearances from Callaway staff players. At the same time, Good Good Golf sees the collaboration as an opportunity to work with an iconic brand and create engaging content and innovative golf products. Callaway's cooperation with the popular YouTube golf content creators helps the brand reach a new audience and allows them to create authentic and engaging content that resonates with fans.

Enhanced Match day Engagement and Connected Non-Matchday Experiences

In 2023, sports marketing aims to deliver lasting impressions to fans, regardless of their physical proximity to their favourite teams or participation in games. Achieving this goal involves utilising digital platforms and social media to offer exclusive content, real-time updates, and interactive experiences that foster fan engagement. Additionally, incorporating augmented and virtual reality technologies can enhance the match-day experience and seamlessly merge the physical and digital realms.

Behind-the-Scenes Documentaries

Netflix has focused more on producing sports documentaries such as "Drive to Survive" and "Break Point" rather than offering live sports like its competitors Amazon and Apple TV. These documentaries have proven highly successful, providing fans with exclusive access to the world of professional sports. We can expect more sports organisations to follow this approach this year and next, especially after the success of "Full Swing". These behind-the-scenes documentaries provide fans with a more profound understanding of the sports they love while creating new opportunities for sports marketers to tell compelling stories and promote their brands.

Cryptocurrencies, NFTs, VR and the Metaverse

The significance of digital advancements in sports marketing is on the rise. With the advent of cryptocurrencies, NFTs, virtual reality (VR), and the emerging Metaverse, fans now have novel avenues to engage with their preferred teams and athletes. SailGP's recent launch of the world's first DAO team is a prime example of this trend, allowing fans to become stakeholders and influence the team's decisions through blockchain technology. As these technologies continue to evolve and progress, we can anticipate their further integration into the sports marketing environment.

Ethical Sponsorships and Marketing with a Purpose

In 2023, sports marketers will be increasingly aware of the importance of aligning with socially responsible partners and marketing with a purpose. Ethical sponsorships and purpose-driven marketing campaigns resonate with fans increasingly conscious of social and environmental issues and help build brand loyalty and affinity.

Continued Esports Growth

The latest statistics reveal that this industry has risen rapidly over the past few years, leaving the music and movie industries in the dust. And get this – in 2022 alone, the global gaming market trend is a jaw-dropping $175.8 billion in revenue, with mobile gaming commanding the lion's share at nearly 60%. This growth trend is expected to persist in 2023, with sports marketers taking advantage by integrating esports into their marketing plans, collaborating with esports teams, and producing innovative digital platforms and interactive experiences to enhance fan involvement.

First-Party Data Ownership and Mobile-First Experiences

To achieve effectiveness, marketing must be rooted in data. Possessing first-party data ownership is paramount, allowing sports marketers to gain deeper insights into their intended audiences and foster improved engagement. Mobile-first experiences are also essential in 2023, with fans increasingly using their smartphones and other mobile devices to consume sports content, interact with teams, and purchase merchandise.

Final Thoughts

The sports marketing trends of 2023 are pointing towards a future where fan engagement, digital innovation, and purpose-driven marketing will be at the forefront of the industry. By embracing these trends, sports marketers can create memorable experiences for fans, forge strong connections with their target audiences, and stay ahead of the competition.

From the launch of SailGP's world-first DAO team and Netflix's PGA Tour documentary to Callaway's partnership with Good Good Golf, these examples illustrate the power of innovation and the potential for sports marketing to drive positive change and growth within the industry. As we move into 2023 and beyond, sports organisations and marketers must adapt to these trends and seize the opportunities they present to remain relevant and thriving in an increasingly competitive landscape.

By focusing on enhanced match-day engagement, connected non-match-day experiences, embracing digital innovations like cryptocurrencies, NFTs, VR, and the Metaverse, and prioritising ethical sponsorships and marketing with a purpose, sports marketers can ensure they are well-positioned to thrive in the dynamic world of sports marketing.

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