This article dives deep into sports marketing, focusing on how brands can maximize their presence at races, matches, and competitions. Moving beyond traditional sponsorships and advertising, these events represent the pinnacle of the sports industry and offer a prime opportunity to showcase innovative entertainment marketing. Why not make them the ultimate experience for end consumers by bringing fans to the heart of the action? My goal is to spark some ideas for your marketing, advertising, or communication strategies by exploring examples and possibilities.
My first remarkable experience: the ATP Finals.
A few weeks ago, I watched the ATP Finals in Turin, a thrilling tennis match between Sinner and Fritz. With my marketing-oriented mindset, I couldn’t help but analyze the brands sponsoring the event. Companies like Nitto, Lavazza, Rolex, Head, and Intesa San Paolo were prominently featured—some closely tied to sports, others not. While showcasing logos on banners remains a valid marketing activity, I began wondering: how could these brands create a more profound impact on fans’ lives? Is there a way to forge a stronger connection with the audience beyond passive exposure?
As I observed the crowd in the stands, I noticed the genuine excitement and memorable experiences being shared. Attending a match like this is often a dream come true for sports fans, offering an unparalleled opportunity to connect with the essence of the game. I’ve personally experienced this at soccer, basketball, and hockey games, as well as motorsports and cycling races. Being physically present allows fans to truly feel the sport and become part of it.
My second remarkable experience: the UTMB in Chamonix.
In 2023, I had the privilege of attending the UTMB in Chamonix—a trail-running race that stands as the most significant annual event in the sport, at least in Europe, and arguably worldwide. This massive event draws top athletes, major sponsors, collateral events, retailers, and more. Trail running continues to grow in prominence, especially in 2024, as one of the most exciting sectors within the running community.
Here, audience participation differs from that of a tennis match or a stadium event. The UTMB takes place in an open-air arena that spans kilometres of mountainous trails. Much like the Tour de France or Giro d’Italia, the real magic lies in being physically present. Watching a live stream cannot replicate the thrill of standing along the trail at night, cheering on athletes, or soaking in the electric atmosphere of Chamonix’s town centre and finish line.
How brands can bring fans to the heart of the experience
In both examples above, brands were already present—through sponsorships, athlete gear, event activations, and more. But how can they go further, immersing fans in the experience and turning them from spectators into participants? Below, I propose a few ideas I’ve seen in recent years. Think of this as a guide to innovative sports marketing or unconventional sports advertising.
Turn invitations into Lead-Generation opportunities
Your brand’s invitation to an event (race or game) can be turned into a marketing opportunity. It’s a common practice (at least in Italy and Europe) that if a brand sponsors an event or is involved in its organization, it receives some free bibs or tickets for the event (typically 5 to 10, depending on the event’s scale and the brand’s level of participation). These tickets are generally meant for the brand’s employees, allowing them to join the event for free. However, for various reasons, these tickets are not always redeemed—and here lies the opportunity. Instead of letting these tickets go to waste, you can offer them for free to some of your customers. If your audience is sports-oriented, some passionate fans may be hiding among them. So, how can you make the most of this?
1. Engage VIP Customers
Select your top 10 customers from your CRM database and send them the tickets as a gift. Strengthening your relationship with these loyal customers is one of the most effective marketing strategies to encourage word-of-mouth promotion and enhance brand loyalty.
2. Organize Giveaway Raffles
Create a raffle where existing customers (from your database) and new prospects (acquired via paid campaigns) can participate to win tickets. This approach serves as a powerful lead-generation tool with excellent sharing potential.
3. Launch Social Media Competitions
To expand your social reach and increase your following, ask customers to share, comment on, and repost your content on their social networks. Reward participants with points, and select winners for the tickets based on these actions. Tools like ViralSweep can help you manage and track the competition efficiently.
Case Study: Scicon Sports and Nove Colli Granfondo
An excellent example is Scicon Sports’ collaboration with the Nove Colli Granfondo in May 2022. As an event sponsor, Scicon received complimentary race bibs. While a colleague and I used a couple of them, some bibs remained unclaimed. To maximize their use, my team and I organized a competition, giving away two tickets to a winner and their friend (knowing that Granfondo races are more enjoyable when shared with a companion). The campaign was a success, amplified by the involvement of the Nove Colli communication team, which shared the competition on their official channels.
Buy accommodation and market it as a Golden Ticket
If your brand isn’t directly sponsoring the event, you can still create opportunities by purchasing tickets or related travel packages for the event. This requires planning, as tickets are often available up to a year in advance and are typically nominal (tied to a specific name). Alternatively, you can secure accommodations, flights, or train tickets for customers. When possible, opt for open tickets that are not linked to personal data. By securing these packages early, you can save money and capitalize on the significant demand for accommodations during major events like the Olympic Games or World Cup, where prices for hotels, flights, and other services tend to skyrocket. For instance, during the 2024 Paris Olympic Games, Paris hotel rates reached an all-time high, as reported by CoStar: “The Summer Olympic Games drove Paris hotel average daily rate (ADR) to an all-time high.”
You can bundle these accommodations and sell them as a “golden ticket” package. To make it a marketing opportunity, run a raffle, ask customers to purchase a specific product to enter, or create other engagement strategies aligned with your goals—whether for lead generation, sales, or traffic. Providing hospitality and covering travel costs are highly appreciated by customers and can boost your brand’s perception.
Offer special event experiences
Giving fans access to the event is already a significant step, but you can go beyond that by offering exclusive experiences. Here are two examples inspired by sports I love:
Formula 1
While I’ve never attended an F1 race (it’s on my bucket list—feel free to help if you have contacts!), I often see celebrities with special passes granting them access to the paddock—a restricted area for mechanics, teams, and drivers. The F1 website describes the “Paddock Club” as: “Where you’re not just trackside, you’re inside. With a view of every pit stop and start line surge, from just above the pit lane. And experiences that take you beyond behind the scenes.” Another VIP option is watching the race from a special box with an excellent view of the starting line, accompanied by complimentary food and drinks. This VIP treatment is common in soccer as well, with premium boxes offering unparalleled views and hospitality. A great example is a Facebook campaign by Fanatec, a brand specializing in sim-racing hardware.
Cycling
In major cycling events like the Tour de France or Giro d’Italia, a special area at the start and finish lines—called the “village“—is accessible only with exclusive passes. These areas are typically reserved for teams, journalists, and sponsors. They often feature special talks, athlete interviews, or industry expert panels.
Think about your sport and industry: can you acquire (first) and then offer (later) an experience like this to your VIP customers? Such initiatives go far beyond regular event participation, which in itself is already highly valuable.
Create a Team for the Event
Another exciting approach is forming a team to participate in the event. Whether they’re professional athletes or amateurs, this fosters a sense of community—a growing trend in 2024. If you’re interested in the rise of community-building in running and cycling, check out this article.This approach works well with athletes, who are often already registered for events. While they may compete alone, without support from family or friends, your brand can step in to provide a sense of belonging.
For example, Altra Running launched a campaign called #AltraLDN25Team for athletes participating in the London Marathon. From their internal communication: “We are excited to announce an amazing opportunity for passionate runners with a London Marathon bib to join the #AltraLDN25Team! Together, we’ll celebrate every milestone and tackle each challenge head-on to make your journey toward the big 42km memorable.” In this campaign, Altra supported athletes with free shoes, training plans, and more, as detailed in their posts.
Actions after reading
If you need advice on sports event marketing, please contact me. I’d be happy to help. Email: andreafagandigital@gmail.com.
Side notes, credits, sources
Articles: F1, Str.com, Atptour.com.
Images: Altra internal email, Scicon internal email, Fanatec, Utmb.world.
