It’s a Goal! Insights For A Winning Sports Marketing Campaign

It’s a Goal! Insights For A Winning Sports Marketing Campaign

Even with just 28 days, this February is a big month for sports. With the Superbowl coming up this weekend and the Winter Olympics running until February 20, fans are tuning in. Also coming up later this year is the FIFA World Cup, to be enjoyed by 4.2 billion football fans globally. All these blockbuster sporting events mean 2022 isy not only an exciting year for fans, but a year ripe with potential for brands looking to try their hand at sports marketing. Which got us thinking: how do audiences perceive ads during their favourite sports? And how might these perceptions change across generations?

To find out more, our Insights team recently surveyed 2005 German consumers to gauge their attitudes to advertising during major sporting events. The survey was part of our Digital Brand Tracker, which monitors both consumer perceptions of some of Germany’s top digital brands and their attitudes on a range of topics affecting marketers. Here’s what the survey revealed about the current state of play. 

Where is your audience?

Our survey showed that more than half of the respondents (57%) watch sports broadcasts on TV. Of those, 40 percent of viewers said they do not pay attention to advertising, with  the figure going up to  43 percent for men. 

And what are they watching? 

Unsurprisingly for this football-mad nation, the sport remains the favourite for male audiences, with 75% of Germans watching football regularly. Next in line are skiing (21%), tennis (18%) and handball (17%). 

How do they feel about your ads? And does age matter?

Plot twist: Millennials and Gen Z are more interested in advertising than baby boomers. 

  • A majority (57%) of the generation over 60, the so-called baby boomers, have a negative attitude toward commercials and would even prefer to see no commercials at all (60%). 
  • Gen Z is much more positive, with no general rejection of ads, but 30% would like to see a better selection of brands advertised during sports events.

What should your message be? 

If your ads are running on TV during games, striking the right tone with your message is crucial. As we’ve advised previously, remember to stay joyful and humorous with your message to match the tone of the events themselves. Also, capitalise on the unity and commonality that fans feel during major sporting events. Our survey also revealed  that sports broadcasts – especially major events such as the Superbowl, soccer championships or the Olympics – are highly emotional experiences for 41% of the men surveyed, a sentiment which your campaign could tap into. 

And don’t be afraid to get creative, too. According to our survey, of those aged between 18-35, almost a third (28%) enjoy watching commercials. And just over half (54%) of viewers in the younger generations are not generally dismissive of ads, but feel neutral about commercials. So if there’s something catchy in the mix, it will likely work with audiences young and old alike.

Tips for a gold-medal worthy sports campaign: 

So, what do these results mean for brands looking to try their hand at sports marketing, or those who already invest in this area? Matthias Riedl, CEO and Cofounder of DCMN, advises: “Our survey shows that there is still a lot of room for improvement in sports marketing for marketers, creatives and companies. The fact that the younger generation is significantly more open to advertising is also due to the personalised, more relevant ads that reach this target group on different channels.”

“If you really want to exploit the huge potential of sports marketing, you should think in terms of personalisation, relevance, omnichannel and entertainment,” Matthias says. “There are viewers worldwide who only watch the Superbowl because of its exclusive and creative commercials. This could also be the benchmark for German marketers.”

Before we go, there’s also a sports marketing calendar in our arena (aka this blog). Mark the dates in your calendars and for any questions related to sports marketing, reach us at: hello@dcmn.com

    Liked that?

    Here are some more articles that may interest you.

    An Interview with what3words - in More Than 3 Words

    We spoke with our latest client, what3words, to learn more about their German expansion and…

    How Omio Went Viral with a Brand Awareness Boost in Italy

    Travel unicorn Omio went viral in Italy with an OOH campaign and experience a huge…

    Slow No More: How to Advertise During the Summer Slowdown

    Our expert guide for advertisers to navigate through slower months of summer. Which channels to…

    Stages of Growth: A Guide for Digital Brands of All Sizes

    The startup lifecycle can be an unpredictable affair, but it doesn’t have to be if…

    Connected TV: The Ultimate How-To Guide with Adjust

    Even if you are familiar with linear TV advertising, connected TV is a whole new…

    The Growth Guide: Marketing Trends for 2022

    Our annual growth guide is the way for marketers to find out what’s coming up…

    Welcome to the Startup République: Six Brands to Watch in France

    The French startup scene has exploded recently, thanks to highly-skilled talent and booming investment. Here's…

    Time to Look North: Six Startups to Watch in Manchester

    One of Europe's top tech cities, Manchester is a city full of innovation and potential.…

    The Edtech Startups Reshaping India’s Education Scene

    India's edtech scene is booming. Here's the ones to watch

    SCALEup with Klarna: How To Scale New Markets Globally

    We took a deep dive into Klarna's global market launch strategy over the past few…

    DCMN's COO Hillevi Lausten featured on Werbesprechstunde

    Just because you’re B2B doesn’t mean you should ignore brand!

    The B2B Branding Conundrum: How to Get Started

    Just because you’re B2B doesn’t mean you should ignore brand!

    DCMN Studie: Impfkampagnen haben wenig Einfluss auf Markenwahrnehmung

    Research commissioned by DCMN sheds light on changes within the marketing landscape after a tumultuous…

    DCMN expands Insights capabilities in India

    Research commissioned by DCMN sheds light on changes within the marketing landscape after a tumultuous…

    DCMN Studie: Wachstumspotenziale im Sportmarketing in Deutschland

    Research commissioned by DCMN sheds light on changes within the marketing landscape after a tumultuous…
    Write a comment

    Know more to grow more