Sports Marketing And Social Media Analysis

People often view sports as a special experience or having a special place in their everyday lives, therefore marketers must approach sport marketing differently than they do traditional items, such as, cars, groceries, or a gym membership. There are other elements of sport products, the game or event, which makes it unusual: an intangible, ephemeral, experiential, and subjective nature, strong personal and emotional identification, simultaneous production and consumption, dependence on social media facilitation, and inconsistency and unpredictability.

The first element, an intangible, ephemeral, experiential, and subjective nature, means that sport fans often see the games or events as brief, practical, and personal experiences that many hold dear to them. “What each consumer sees in a sport is subjective, making it extremely difficult for a sport marketer to ensure a high probability of consumer satisfaction” (Mullen, Hardy, & Sutton, 2014). Marketing sports is not the same as selling traditional items, you are selling a memory or experience, and each fan creates a different illusion and impression on their overall feeling of that game, event, product, etc.

“Few products or services elicit passions and commitments as sport does” (Mullen, Hardy, & Sutton, 2014). People practically are not passionate when it comes to conventional items like soap or toothpaste; on the other hand, most consumers are enthusiastic about sporting matters and remember their first sporting