Posted June 6, 2010 12:30 am by with 4 comments

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This post is about sports and marketing. I say that so you non-sports types can bail if you like but I suggest you stick around just from a marketer’s point of view. Sports are one of those things. As a marketer you don’t have to be a fan but you have to understand how it reaches people and how people (prospects and customers) respond to marketing messages related to a true passion. If you don’t get involved then you may be missing out on some potentially lucrative market segments who might hear your message only if it’s attached to their passion for sports.

How else can you explain the decision by an insurance company like Aon to spend $30 million a year over the next four years to sponsor the Manchester United football (soccer to us Americans) team? According to the CMO of Aon, Phil Clement, Man U claims some 333 million fans worldwide. You gotta figure that somewhere in that group is a prospective client, right? What better way to put your brand on the map than to put it on the jersey of the most well-known sports team on the planet?

So you get the point. While sports marketing has been around forever it has been evolving along with the rest of marketing and has gotten to the point of being much more than just a billboard in a stadium.

One of the biggest proponents of this change is Pat Coyle of Coyle Media. I have interviewed Pat in the past here at Marketing Pilgrim.

He has worked with the Indianapolis Colts to develop and much more. He has also created the Sports Marketing 2.0 group which is a community of sports marketing professionals and those looking to learn more about this important marketing option.

Now here’s the special offer for Marketing Pilgrim readers. On June 16th in New York City the Sports Marketing 2.0 VIP Summit – NORTHEAST will take place. It’s a half-day event with lunch, dinner and cocktails included that will examine many facets of the sports marketing world. Presenters include:

Williams Flaiz – Vice President, Global Solutions, Razorfish

Kyle Laughlin, Head of Sports & Games, Yahoo! Sports

Kirsten Corio, Senior Director, Team Marketing & Business Operations, NBA

Lisa Valentino, VP Digital Sales, ESPN

Herbie Calves, Vice President of Marketing, Timex

Scott Richman, SVP & GM, MSG Interactive

The offer is a 50% discount off the regular fee for the event. Register for the Sports Marketing 2.0 VIP Summit in New York City now. Use the discount code: pilgrim (lower case) to save 50%!

Meet and network with some of the biggest influencers in this influential segment of the digital marketing world. I know I am looking forward to the experience.

Oh, one final note. There is absolutely NO monetary arrangement between MP and Coyle Media. We just happen to think this is a cool thing and could be very beneficial to some of our readers.

  • Hover Coupon

    LOL Fun post. Thanks!
    .-= Hover Coupon´s last blog ..

  • Great post. It is about selling a product or service. Just see the commercial ad space selling at the super bowl, you will understand why. Now with soccer there are even more spectators watching the World Cup and club soccer.

    That is big money.


    .-= Mike´s last blog ..The Adsense Revenue Share =-.

  • Thanks, Frank. Look forward to seeing you (and your readers) on June 16 in NYC

  • New York City? (said like the guys on the Pace picante sauce commercials). Doesn’t anybody want to hold a conference here in the clean air of Kansas? (Mark feverishly rubbing a lamp)

    I would love to be there. I have met with many people regarding marketing on my race cars. The marketing is seldom targeted toward other race car drivers. Look at Sprint / Nextel with NASCAR for another example.
    .-= Mark Aaron Murnahan´s last blog ..13 Reasons to Give BP a Break About Deepwater Horizon Oil Spill =-.