Sports & PR - A Long Term Relationship

Whether you agree or not, professional sports are the economic cornerstone of this country. In down times, it is the only industry certain to remain robust. On a global scale, total sports industry revenues are expected to be nearly $100 billion in 2008. Whether talking at the water cooler about Lebron’s dunk or breaking the ice with your girlfriend’s father by criticizing Gilbert Arenas’ new contract, sports is a culture to which everyone can relate.

You say you aren’t a fan? Actually you are. In today’s world of image branding, many of today’s most profitable businesses are using a professional athlete to help usher in a new product to its target audience. McDonalds, Coca Cola, Pepsi and even Wal-mart have walked down this path of advertising to reach new heights with their consumers. I have even witnessed athletes being used in bottled water spots these days.

There have been studies over the years which suggest that if a consumer should see a particular athlete in a commercial endorsing a product then that consumer is more inclined to make a purchase.

Remember Michael Jordan and Nike? Considered to be the poster child of all sports endorsements, both parties are considered icons in their own right and their harmonious relationship resulted in a multi-billion dollar effect on the global economy. Sure, there will probably never be another athlete endorsed campaign that will ever match their results but there are now hundreds that try their best to emulate them.

Have you had the opportunity to take in a Redskins game at ‘Fed-Ex Field ‘or even a Wizards game at the ‘Verizon Center?’ Take a second look at the names of the venues to which you need to see these teams play. Fed-Ex and Verizon are major players in their own respective industries but went out of their way to inform these sports-goers that their businesses are alive and well and just in case you missed the one-hundred or so commercials about them on the television last night, they decided to remind you once again. (Can you hear me now?)

Unfortunately, this saturation of advertising is a tactic used by many businesses and professional sports franchises. 19th-century department store entrepreneur John Wanamaker pretty much summed it up, “Half the money I spend on advertising is wasted. The trouble is, I do not know which half.”

Why you say? Why do these businesses target sports-goers in such a way? Money. Professional sports franchises, as explained earlier, are a gold mine. Not only do they receive money from spectators buying tickets and purchasing over-priced food within the venue but also receive a separate flow of income from television networks to broadcast the event. So you see, it doesn’t matter if you aren’t a fan of sports. You will always be exposed to the PR practices of these businesses when they use a professional athlete as an advertising tool.

Hey, could you step to the side, the game is on.