Sports Marketing x Out of Home

Sports marketing has evolved massively over the last few decades and is now something which is such a common occurrence, you could argue that it is woven into the fabric of every day life. Whether that be ads on buses, big campaigns for tournaments or the launch of an exciting new product, it is something which is hard for the public to avoid.

Due to changes in consumer behaviour and advancements in technology, we see big sports brands such as Nike and Adidas plow more and more money into their advertising budgets each year, with Nike spending equivalent to $4.06bn on advertising and promotion in 2023 alone.

 

In the UK, sports advertising encompasses a wide range of different activities including; sponsorship, TV adverts, out of home advertising (OOH), and digital advertising, to name just a few. Because of this, the exact size of the market can vary, but what we do know is the sports advertising market is substantial and shows no signs of slowing down.

With the rise of online advertising using social media as well as streaming services and online ads, sports brands have endless options as to when and where they display their ads, so why is DOOH (digital out of home) an ample opportunity for sports brand campaigns?

DOOH advertising is particularly well-suited to sports campaigns due to benefits including:

 

• High visibility: with screens strategically placed in high-traffic areas such as stadiums and retail locations. These areas ensure that the campaign is seen by a large and diverse audience.

• Creative opportunities: endless opportunities are available with DOOH. From immersive 3D and dynamic ads to real-time updates, brands can let their imaginations run wild for their sports campaigns.

• Targeted advertising: DOOH has the power to offer advanced targeting capabilities allowing brands to target specific demographics using factors such as location, time of day and audience behaviour. This allows ads to be in the right place, at the right time and in front of the right people.

Emerging and growing trends such as; Esports, virtual and augmented reality, AI and experiential marketing all provide plenty of opportunity to let the power of DOOH shine through within sports campaigns.

 

World-famous brand Nike regularly utilise the magic of DOOH with impactful and memorable campaigns. One most recently centred around their Phantom line of football boots, featuring Haaland and Putellas. Using a minimalistic style throughout their campaign, allowing the image to do the talking. The campaign was displayed in high traffic areas on specific days, such as our Wembley Boxpark location on the day of a football match at the stadium. The result was thousands of impressions in front of their intended target audience.

The future of sports marketing is an exciting one which will be characterised by innovation, technology integration, and creating meaningful connections with viewers using creative methods, something which DOOH can provide and more.

 

 

Sources: Statista, Deloitte, ResearchGate

 

With the Premier League season now over, the football world’s focus has unanimously shifted to the kick off of the highly anticipated UEFA Euro 2024. 

Hopes are high for Gareth Southgate’s England team to go all the way this summer, with preparations being made up and down the country to host fan zones to cheer on the team! Cities such as London, Manchester, Liverpool and Newcastle are home to some of the most exciting fan zones in the country, in city centre locations, making them accessible to a broad audience.

 

And our sites across the Open Connect network are perfectly placed in close proximity to these planned fan zones across most major cities in England, providing a great opportunity for brands to engage with these passionate supporters.

We’ve pulled together an information deck on these fan parks, which will hopefully see more viral moments like those unforgettable goal celebrations at Boxpark Wembley! You can see this information deck by clicking the download button below.