THE STAND-OFF : WHY BUSINESSES SHOULD GET INVOLVED IN SPORT

THE STAND-OFF : WHY BUSINESSES SHOULD GET INVOLVED IN SPORT

The UK sports industry is valued at over £23billion, servicing close to a million jobs, and is one of the country’s fastest-growing sectors – finding itself sitting as a top-15 mainstream activity in the British economy.

It is deemed ‘sexy’, ‘unpredictable’ and ‘exciting’. For the majority, lacing up the boots and walking out at Old Trafford or at The Etihad is a dream which may never be experienced. But it does not mean your sporting dream needs to stop there. If you are successful in business you can still play a part which will allow you to experience the highs of winning while giving your company the steroid injection it may require.

In this edition, we provide ‘OUR SET OF SIX’ benefits of why we believe sport can empower your business to reach new heights.

TACKLE 1 – AWARENESS

Does your brand require greater exposure? Leading sports draw viewing figures which make it into the millions, whether supporters are sitting in the stands or watching on television – in the comfort of their own homes. Sport allows many options for your brand to gain remarkable levels of local, regional, national and even international reach.

TACKLE 2 – HOSPITALITY AND NETWORKING

The majority of professional sports offer your business a backdrop for you to host and entertain clients. Whether they are current, lapsed or prospective clients, sport can be a brilliant ice breaker and discussion point. These hospitality areas also promise to place you in the company of likeminded individuals which may require your business’ services. Watch working relationships develop and evolve, while seeing the live on-field action unfold.

TACKLE 3 – BECOME A GREAT CORPORATE CITIZEN

Sporting organisations are not just centres for entertainment, they also often act as hubs of the community. They are places people gather together in solidarity. Sports can cross cultures and break down barriers using as a common and popular language. Professional sporting organisations will generally have a community department or connected charity which promotes health and wellbeing in schools and targeted community groups. Teaming up with a sports organisation to deliver a specific programme can help your business make a greater impact.

TACKLE 4 – GAIN ACCESS TO AN ENGAGED AUDIENCE

Sporting stadia is brilliant when it comes to bringing large groups of people to a single point and place. If your business is looking to trial or promote products within a targeted marketplace then taking over a concourse, hospitality suite or fanzone may be a strong marketing tactic worth considering. Who better to tell you how a product or service might work than the customers themselves? Before investing everything into a product roll-out, be sure to consider sporting opportunities and partnership options with professional sports clubs.

TACKLE 5 – ALIGNMENT OR REFLECTED GLORY

This is simple. When a sports club enjoys a high profile, locally, regionally, nationally or even internationally, aligning your business’ brand with it can have a positive effect on your brands’ equity and value. When the team performs well, your brand enjoys the rise in tandem.

TACKLE 6 – OPENING A NEW MARKETPLACE

The nature of a sports supporter and fandom means your business could open a new marketplace of highly-engaged customers. Understanding the demographics of your customers and matching them with a key supporter base could offer a good fit for you to access by teaming up with a club or even sport as a whole to promote your products.

The next Club13 event will take place from 1.00pm until 3.00pm on Friday May 18 at Social 7, The Landing, MediaCityUK – where ‘Greater Manchester Sport and Business: The Next 10 Years of Growth’ will be the topic of discussion!

 To find out how you can join the fun contact joanne.hawkins@club13.biz

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