The impact of advertising on sport

An adult walks into a football stadium with his or her child in a crowd of proudly wearing the local team's jersey. Both sit in their seats, and their skin crawls when they hear the chants in unison from tens of thousands of fans waiting to see their team win.

The impact of advertising on sport

An adult walks into a football stadium with his or her child in a crowd of proudly wearing the local team's jersey. Both sit in their seats, and their skin crawls when they hear the chants in unison from tens of thousands of fans waiting to see their team win. There are only a few minutes left for the referee to start the match, and from the stadium's loudspeakers you can hear the advertisements, while the boy with his father sees the advertisement for a soft drink on a billboard. His mouth is watering, he tells the father that he wants a can of that drink, and the father quickly goes to get the soda so that he does not miss the start of the match.

This is how efficient advertising is in general terms and, even more so, in elite sports, where the passion for a club's colors tries to be captured by the brands, and in many cases they succeed. In fact, there is a branch of advertising specific to sports (sports marketing) that has as its main objective to generate business opportunities in this area that unleashes so many passions. In other words, it uses all kinds of sales strategies in the sports environment and in everything that surrounds it: clubs, stadiums, athletes, equipment, television broadcasts, etc. Advertising in a framework full of emotionsThe most effective strategy in sports marketing is the one carried out wherever the action takes place; in the stadium itself or on the sports field, due to the strong emotional charge to which those present are exposed.

In fact, all the elite teams are not only sponsored by a sports brand, but they also incorporate some other corporate brand in a very visible part of the players' shirts, so the fans end up associating it with the team, and it becomes as familiar as the colours of the elastic. In stadiums and sports halls the stimuli are even more numerous: digital billboards, electronic scoreboards, screens, mascots, cheerleaders, sports equipment with advertising, etc. The capacity of influence of sports marketing Studies carried out in this type of sports environment confirm the enormous power of influence of advertising on the behaviour and attitudes of the fans, being able to generate feelings of satisfaction, desire to remain in the hall and intentions to buy again. It is then that we enter certain moral dilemmas: should sport be so closely linked to business? Are the products advertised by advertisers present in the sports environment suitable for all audiences? The truth is that the core values of sport are quite different from mass advertising and over-consumption.

And if we focus on the second question, the answer is a resounding no; nowadays in many stadiums there is advertising by bookmakers, and the stands are full of minors. That is why many countries are starting to regulate gambling related advertising.

Camden Pelletier
Camden Pelletier

Subtly charming pop culture trailblazer. Amateur food enthusiast. Hardcore food lover. Devoted tv nerd. Friendly bacon maven.

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