{"id":12563,"date":"2023-06-27T11:47:22","date_gmt":"2023-06-27T18:47:22","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12563"},"modified":"2024-01-11T10:53:14","modified_gmt":"2024-01-11T17:53:14","slug":"tips-strategies-for-sports-advertising-marketing","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/sports-advertising","title":{"rendered":"Tips &#038; Strategies for Sports Advertising &#038; Marketing"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Whether it&#8217;s football or basketball, baseball, hockey, soccer, golf, or NASCAR, sports fans represent a significant and passionate demographic for advertisers to target. With an unparalleled love of the game, this massive audience is highly engaged, and brands can tap into a large and receptive audience that is more likely to pay attention to their brand messaging. The stats speak for themselves:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">94 of the top 100 telecasts of 2022 were sports events, including 82 NFL games\u200b<\/span><\/li>\n<li><span style=\"font-weight: 400;\">81% of sports consumers either completely or somewhat trust brand sponsorships aligned with sports, and these sponsorships can drive a 10% lift in purchase intent among the exposed fanbase\u200b<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">But what\u2019s the best way to connect with these passionate fans, capture their attention, and increase your sales? For brands looking to jump into TV, <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/streaming\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">streaming<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/solutions\/digital\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">digital<\/span><\/a><span style=\"font-weight: 400;\"> advertising alongside sports content, we\u2019ve collected best-practice tips to connect with sports fans.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Batter up!<\/span><\/p>\n<h2><b>What is Sports Advertising?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Sports advertising promotes a brand\u2019s products or services through various marketing channels within the context of sports. Fans are passionate and engaged, and brands can align with the excitement, values, and sense of community that come with supporting a certain team or athlete. Brands often see a <a href=\"https:\/\/www.tegna.com\/advertise\/halo-effect\" target=\"_blank\" rel=\"noopener\">halo effect<\/a>, and aligning with the hometown team or favorite all-star creates positive brand associations that help to drive consumer loyalty.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additionally, targeting sports fans allows advertisers to tap into a large and engaged audience can be a big win for brands that capitalize on the values, emotional connections, and passion that fans have for their favorite teams and athletes. Doing so can generate brand awareness and visibility while driving consumer engagement and sales.<\/span><\/p>\n<h2><b>The Advantages of Sports Advertisements<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In aligning with sports content, brands have several ways to score new and repeat business. Opportunities to connect with a large and loyal fanbase, high viewership, and live events are just a few slam dunks any veteran &#8211; or a rookie &#8211; marketer can add to their scoreboard.<\/span><\/p>\n<h3><b>Connect with a Loyal Fanbase<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Through thick and thin, fans stick by their teams. They cheer. They boo. In the end, they still love their team &#8211; and spend money. Not only do loyal fans help drive revenue, but their connection to your brand will likely last longer than most. Having a loyal fanbase should be the goal of any marketing team.<\/span><\/p>\n<h3><b>Build Brand Awareness<\/b><\/h3>\n<p><b><\/b><span style=\"font-weight: 400;\">Thanks to extensive media coverage on several platforms, sports are a power hitter at building brand awareness. Often considered the first stage of the marketing funnel, creating brand awareness is the first step in reaching audiences with buying power that may be looking for YOUR brand\u2019s products and services, even if they don\u2019t know it yet.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider adding the following to your marketing plan to help reach this goal:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">TV, streaming, and digital advertising<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Sponsorships and content partnerships<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Stadium branding<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Athlete endorsements<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Experiential marketing<\/span><\/li>\n<\/ul>\n<h3><b>High Viewership &amp; Live Events<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">For fans, watching sports on TV is a must. Nielsen finds that 98% of the top 50 most viewed programs on broadcast or free-to-air were sports.\u200b Not to mention Super Bowl LVII, which became:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">The third most-watched television event in history, with more than 113 million viewers<\/span><\/li>\n<li><span style=\"font-weight: 400;\">The most-streamed Super Bowl ever, with an average of 7M streams<\/span><\/li>\n<li><span style=\"font-weight: 400;\">The most-streamed event in FOX Sports history<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The massive viewership illustrates the power of live events &#8211; on linear broadcast and streaming-\u00a0 are key players to add to your marketing roster. Not only do live events like the Super Bowl, March Madness, and Olympics offer a large audience to target, but brands can leverage the excitement and positive emotions associated with the event to create real-time interactions, memorable experiences, and events, resulting in increased brand recognition, loyalty, and trust among consumers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Better yet, this audience is also less likely to fast-forward through commercials for live events than they are for pre-recorded content. For example, a<\/span><a href=\"https:\/\/www.statista.com\/statistics\/1290552\/people-watching-super-bowl-for-ads\/#:~:text=According%20to%20an%20August%202021,in%20order%20to%20watch%20ads.\" target=\"_blank\" rel=\"noopener nofollow\"> <span style=\"font-weight: 400;\">2021 survey<\/span><\/a><span style=\"font-weight: 400;\"> found that 43% of viewers tune into the Super Bowl just for the commercials! This behavior is due to several reasons.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li><b>Live events offer a real-time experience. <\/b>Viewers often actively engage in live events and don\u2019t want to miss important moments &#8211; even the commercials.<\/li>\n<li><b>Viewers do not have control over when commercials air during live events.<\/b> Broadcast in real-time, a viewer can\u2019t fast-forward ads. This lack of control encourages viewers to watch the commercials rather than skip them.<\/li>\n<li><b>Viewers know commercials are part of the experience<\/b>. As a result, viewers are more inclined to pay attention to the commercials and engage with the advertised content, especially if it is relevant.<\/li>\n<li><b>Live events are social experiences, with people gathering to watch and discuss. I<\/b>n such group settings, viewers are less likely to fast-forward through commercials as they may engage in conversations about the game <i>and<\/i> the commercials.<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">While it&#8217;s important to note that some viewers may still find ways to avoid commercials during live events &#8211; changing the channel, taking a bathroom break, or looking at their phone &#8211; the right frequency and message can still get people talking.<\/span><\/p>\n<h3><b>Big Game, Big Screen, Big Impact<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Most sports are on a big screen, and a<\/span> <a href=\"https:\/\/corporate.comcast.com\/stories\/comcast-advertising-research-long-form-tv-streaming-advertising-memorable\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">2022 study from MediaScience<\/span><\/a><span style=\"font-weight: 400;\"> compared ad recall on<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/how-to-choose-between-digital-and-tv\/\"><span style=\"font-weight: 400;\">TV and streaming versus digital<\/span><\/a><span style=\"font-weight: 400;\"> environments \u2013 or big screens versus little screens. According to the survey,<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/tv-advertising-advantages\"><span style=\"font-weight: 400;\">TV has the following advantages<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">TV ads receive more visual attention. Participants watched 71% of TV ads and only 30% of digital mobile ads.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">TV had higher rankings in creative messaging versus digital mobile ads.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">TV gives brands a better first impression. On first exposure, there was 3.4 times better recall for TV ads, leading to a more substantial impact on forming brand memories.\u00a0<\/span><\/li>\n<\/ul>\n<h2><b>Sports Advertising Opportunities<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">From Little League to the Big Leagues, the sports calendar is rarely empty, with big events happening all year round.<\/span><\/p>\n<h3><b>The Olympics<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The Olympic Games represent many things: hard work, dedication, inspirational wins, and heartbreaking losses. Most importantly, the world unites through sport and goodwill. This must-watch event reaches a global audience and, for advertisers, presents a unique opportunity to create a brand experience that touches on all these heartstrings.<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/3olympicadcampaignstoinspire\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Here are a few examples<\/span><\/a><span style=\"font-weight: 400;\"> of how brands have harnessed the power of the Olympic Games.<\/span><\/p>\n<h3><b>March Madness<\/b><\/h3>\n<p><b><\/b><span style=\"font-weight: 400;\">It\u2019s a time employers dread: more than<\/span><a href=\"https:\/\/www.entrepreneur.com\/business-news\/march-madness-will-cost-employers-an-estimated-173-billion\/447830\" target=\"_blank\" rel=\"noopener nofollow\"> <span style=\"font-weight: 400;\">$17.8 billion was lost in worker productivity<\/span><\/a><span style=\"font-weight: 400;\"> in March, thanks to the NCAA basketball championship. Millions of Americans engage in<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/tips-for-march-madness-advertising\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">March Madness<\/span><\/a><span style=\"font-weight: 400;\"> each year by watching games, reviewing highlights, and filling out brackets. Advertising around local teams reaffirms a brand\u2019s place in the community, and the March Madness tournament offers advertisers a lot of frequency and exposure.<\/span><\/p>\n<h3><b>Baseball<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Beyond 162 regular season games, MLB hosts various events that attract widespread attention, such as the All-Star Game, postseason playoffs, and the<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/world-series-recap-how-academy-sports-celebrated-the-braves-win-with-11alive\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">World Series<\/span><\/a><span style=\"font-weight: 400;\">. Advertisers can secure sponsorships for these events, gaining exposure during broadcasts, in-stadium branding, and promotional activities associated with these high-profile occasions.<\/span><\/p>\n<h3><b>Football &amp; the Superbowl<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The NFL dominates viewership in the US, and 82 NFL games were among the top 100 telecasts in 2022. Super Bowl LVII garnered 113 million viewers; the year before, Super Bowl LVI amassed 104.4 million viewers. With a growing audience, aligning with NFL content allows you to move the chains toward the end zone.<\/span><\/p>\n<h3><b>FIFA World Cup<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Played every four years, the<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/how-to-win-big-by-aligning-with-tegnas-fifa-world-cup-coverage\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">FIFA World Cup<\/span><\/a><span style=\"font-weight: 400;\"> is a cultural phenomenon with the power to captivate, motivate, and unite. For one month, the world stops to watch 32 nations on their quest to become champions. In 2022, FIFA reported the championship game &#8211; Argentina\u2019s shootout win over France &#8211; reached a global audience of<\/span><a href=\"https:\/\/www.sportspromedia.com\/news\/qatar-2022-fifa-world-cup-final-argentina-france-viewers-engagement\/#:~:text=Confirmed%3A,engaged%20with%20the%20World%20Cup.\" target=\"_blank\" rel=\"noopener nofollow\"> <i><span style=\"font-weight: 400;\">1.5 billion viewers<\/span><\/i><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3><b>Indy 500<\/b><\/h3>\n<p><b><\/b><span style=\"font-weight: 400;\">The<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/the-month-of-may-brings-more-than-the-indy-500-to-the-forefront-at-wthr\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Indianapolis 500<\/span><\/a><span style=\"font-weight: 400;\"> is more than just a race. It\u2019s an entire month of festivities and celebrations. \u201cIt\u2019s a huge Indy community celebration,\u201d says Christine Warren, Director of Marketing at TEGNA\u2019s WTHR. \u201cIt\u2019s not just a race. It\u2019s a month of celebratory events uniting people throughout the city. There\u2019s a marathon race, parade, concerts, festivals, kids\u2019 activities, and porch parties. There\u2019s so much spirit, pride, and camaraderie!\u201d<\/span><\/p>\n<h2><b>Types of Advertisements<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Sports marketing offers various advertisements to engage with audiences and promote brands effectively. Some common types of ads in sports marketing include:<\/span><\/p>\n<h3><b>Television<\/b><\/h3>\n<p><a href=\"https:\/\/www.tegna.com\/advertise\/is-tv-advertising-still-effective\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">TV advertising is still one of the most effective<\/span><\/a><span style=\"font-weight: 400;\"> and profitable ways brands can reach a large and engaged audience &#8211; especially in sports. In 2022,<\/span> <a href=\"https:\/\/www.sportsbusinessjournal.com\/Journal\/Issues\/2023\/01\/09\/Upfront\/top-100-telecasts.aspx\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">Sports Business Journal found<\/span><\/a><span style=\"font-weight: 400;\"> that 92 of the top 100 largest TV audiences were live sports broadcasts reaching more than 370 million viewers. That\u2019s a lot of eyes that are not only watching the game but watching the commercials that come with it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Better yet, you don\u2019t have to place a nationwide ad \u2013 a best practice for live sports is creating a <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/what-is-media-planning-the-ultimate-guide-to-success\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">media plan<\/span><\/a><span style=\"font-weight: 400;\"> focusing on local TV advertising during big games and alongside sports-related programming.<\/span><\/p>\n<h3><b>Streaming<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">With viewership happening on broadcast and streaming platforms, an effective marketing plan will include both. These platforms work together to provide extended reach, advanced targeting, and measurable results, which allow for mid-campaign optimizations and greater ROI.<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/7-advantages-of-combining-linear-and-streaming\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Learn more about the advantages of combining broadcast and streaming TV here.<\/span><\/a><\/p>\n<h3><b>Digital<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Digital advertising encompasses a range of online strategies, including banner ads, pre-roll <a href=\"https:\/\/www.tegna.com\/advertise\/5-persuasive-reasons-why-video-works\/\" target=\"_blank\" rel=\"noopener\">video ads<\/a>, <\/span><a href=\"https:\/\/www.tegna.com\/advertise\/native-advertising-defined-explored\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">native ads<\/span><\/a><span style=\"font-weight: 400;\">, social media campaigns, influencer collaborations, and targeted display ads. Digital advertising allows precise targeting, real-time analytics, and the ability to engage with sports fans across various platforms and devices, such as the second screen when looking at their phones during commercial breaks!<\/span><\/p>\n<h3><b>Podcasts<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Podcasts are growing in popularity among sports fans. In May 2023, TEGNA\u2019s<\/span> <a href=\"https:\/\/lockedonpodcasts.com\/\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">Locked On Podcast Network<\/span><\/a><span style=\"font-weight: 400;\"> recorded a new record:<\/span> <a href=\"https:\/\/www.linkedin.com\/company\/locked-on-podcast-network\/posts\/?feedView=all\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">24 million listens and views across all of its podcasts<\/span><\/a><span style=\"font-weight: 400;\">. On top of this large and engaged audience, here are some insights to consider: <\/span><\/p>\n<ul>\n<li><a href=\"https:\/\/thevab.com\/insight\/how-audio-podcasts-complement-video-viewing\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">The Video Advertising Bureau says<\/span><\/a><span style=\"font-weight: 400;\"> podcasting is the \u201cpeanut butter to TVs jelly,\u201d and \u201cadding podcasts to the media mix can build consideration and purchase intent.\u201d<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li><span style=\"font-weight: 400;\">The<\/span><a href=\"https:\/\/www.edisonresearch.com\/super-listeners-2020\/\" target=\"_blank\" rel=\"noopener nofollow\"> <span style=\"font-weight: 400;\">Edison Research Podcast Super Listener Report<\/span><\/a><span style=\"font-weight: 400;\"> found that 86% of people who frequently listen to podcasts say they recall ads on podcasts more than any other channel \u2013 even more than social media.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li><span style=\"font-weight: 400;\">The same report found that<\/span> <a href=\"https:\/\/www.edisonresearch.com\/super-listeners-2021-from-edison-research-and-ad-results-media\/\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">65% of avid podcast listeners<\/span><\/a><span style=\"font-weight: 400;\"> say they have purchased a product or service from a brand they heard advertised on a podcast.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Ad Results Media found that<\/span><a href=\"https:\/\/www.edisonresearch.com\/super-listeners-2020\/\" target=\"_blank\" rel=\"noopener nofollow\"> <span style=\"font-weight: 400;\">49% of podcast listeners<\/span><\/a><span style=\"font-weight: 400;\"> say their opinion of a company is more positive when they hear it mentioned on their favorite podcast.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Podcasts offer a targeted and engaged audience of sports enthusiasts, providing an excellent opportunity for advertisers to reach a dedicated and loyal fan base. It&#8217;s important to select podcasts that align with the brand&#8217;s target audience and values to maximize the impact of podcast advertising.<\/span><\/p>\n<h2><b>6 Tips for Sports Advertising Campaigns<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Every successful sports advertising campaign requires creativity, strategic thinking, and a deep understanding of your target audience. By implementing the following tips, you can create compelling and impactful campaigns that connect with sports enthusiasts and drive desired outcomes for your brand.<\/span><\/p>\n<h3><b>1. Focus on the Fans<\/b><\/h3>\n<p>Understanding your target audience will help you tailor your advertising campaign to resonate with them. Creating <a href=\"https:\/\/www.tegna.com\/advertise\/how-to-create-marketing-persona-profiles\/\">Persona Profiles<\/a> is a great way to get started and get to know these fans. Learn about their rituals, traditions, and emotional connection with their favorite sport. Incorporate these elements into your campaign to create a sense of belonging and camaraderie.<span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can encourage fans to create and share their content. Run contests or campaigns that invite fans to submit their photos, videos, or stories. You can promote fan meet-ups, organize watch parties, or host fan forums where they can share their thoughts, opinions, and experiences while creating user-generated content for your advertising efforts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, consider tailoring your advertising messages to make fans feel special and connected. Use fan data and insights to deliver personalized content, offers, or experiences. Addressing fans by their names, acknowledging their loyalty, and rewarding them for their support can go a long way in building a deeper connection.<\/span><\/p>\n<h3>2. <b>Leverage Content Sponsorships<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">You don\u2019t have to advertise within a big game to win with sports marketing. A content sponsorship &#8211; whether at the high-school or professional level can be just as engaging and effective as a Super Bowl ad.<\/span> <a href=\"https:\/\/youtu.be\/VGBl32ExFbE\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">WUSA\u2019s Game Day Guru<\/span><\/a><span style=\"font-weight: 400;\"> is one example of how a brand can align with sports content through content sponsorship to make meaningful connections in the local community.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/VGBl32ExFbE\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe>&gt;<\/p>\n<p>&nbsp;<\/p>\n<h3><b>3. Create Emotional Connections<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Sports have the power to inspire the masses, and so does your brand. When audiences<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/3-advertising-takeaways-from-super-bowl-lvii-linear-tv-crowned-champion-and-the-importance-of-making-emotional-connections\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">connect emotionally to an ad<\/span><\/a><span style=\"font-weight: 400;\">, it improves brand awareness, recall, and purchase intent. Capitalize on the emotions that sports spark and turn them into a brand message that creates a relatable situation while showcasing how your brand can help solve a problem.<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/5-brands-using-emotional-storytelling-for-mothers-day-advertising\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">P&amp;G\u2019s \u2018Thank You Mom\u2019<\/span><\/a><span style=\"font-weight: 400;\"> is one example, widely considered one of the best Olympic advertisements ever.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/o251LFQJIQg\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><b>\u00a0<\/b><\/p>\n<h3><b>4. Hit a Homerun with Humor<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Humor captures attention, makes audiences laugh, and humanizes your brand to improve recall.<\/span><a href=\"https:\/\/blogs.oracle.com\/advertising\/post\/funny-advertising\" target=\"_blank\" rel=\"noopener nofollow\"> <span style=\"font-weight: 400;\">Oracle found that 91% of Americans<\/span><\/a><span style=\"font-weight: 400;\"> prefer brands that use humor in advertising, especially Gen Z (94%) and Millennials (94%). Humor is the most wonderful way to sell a product, but it must be done right. I like to think it\u2019s because we\u2019ve all had funny moments in our lives, so humor hits at all of us, just on a basic human level. True humor in advertising should be tackled and addressed by a copywriter experienced in writing it. Otherwise, it can come off as cheesy and mostly ineffective. You don\u2019t want to turn your potential customers off.<\/span><\/p>\n<h3><b>5. Create a Sense of Community by Leveraging Local<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Community is more important than ever, and sports fans are attracted to the community that comes with their team.<\/span><a href=\"https:\/\/www.tegna.com\/advertise\/tips-for-advertising-locally\"> <span style=\"font-weight: 400;\">Local TV advertising<\/span><\/a><span style=\"font-weight: 400;\"> \u2013 allows brands to showcase their commitment to the community, which in turn helps to generate trust and further build brand awareness.\u00a0\u00a0<\/span><\/p>\n<h3><b>6. Create a Cross-Channel Strategy<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Championship teams don\u2019t have a single strategy to win games, nor should your brand. A <a href=\"https:\/\/www.tegna.com\/advertise\/cross-channel-marketing\" target=\"_blank\" rel=\"noopener\">cross-channel strategy<\/a> is key to winning business. We recommend using the power of combining broadcast TV and streaming to build a powerful brand image, then using digital and podcasting to reinforce that message.<\/span><\/p>\n<h2><b>Examples of Successful Sports Advertisements<\/b><\/h2>\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=pjlnjOMBCok\" rel=\"nofollow noopener\" target=\"_blank\"><b><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/pjlnjOMBCok\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><br \/>\n<\/b><\/a><\/p>\n<h3><b>The Farmer\u2019s Dog Walks in a Super Bowl Win<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Of the 50+ ads aired during Super Bowl LVII,<\/span> <a href=\"https:\/\/admeter.usatoday.com\/\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">USA Today\u2019s Ad Meter<\/span><\/a><span style=\"font-weight: 400;\"> crowned<\/span> <a href=\"https:\/\/www.youtube.com\/watch?v=pjlnjOMBCok&amp;t=8s\" target=\"_blank\" rel=\"noopener nofollow\"><span style=\"font-weight: 400;\">The Farmer\u2019s Dog<\/span><\/a><span style=\"font-weight: 400;\"> as the night\u2019s champion. Much like<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/how-google-won-the-2020-super-bowl-with-its-loretta-ad\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Google\u2019s emotional Loretta ad<\/span><\/a><span style=\"font-weight: 400;\"> that stole the show in 2020, The Farmer\u2019s Dog stirs emotions as we follow Bear, a chocolate lab growing up alongside his owner, Ava, from her childhood to having a child of her own.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cShrewd marketers utilize their Super Bowl campaigns well beyond the Lombardi Trophy presentation to continue conversations with consumers on digital, social, and streaming platforms,\u201d says Tim Fagan, SVP, Chief Revenue Officer at TEGNA. \u201cIt is a story-telling opportunity like no other, which makes it simply the Mecca of marketing opportunities.\u201d<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/vimeo.com\/manage\/videos\/560642976\" rel=\"nofollow noopener\" target=\"_blank\"><span style=\"font-weight: 400;\"><iframe loading=\"lazy\" title=\"vimeo-player\" src=\"https:\/\/player.vimeo.com\/video\/560642976?h=8ffa96dad0\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><br \/>\n<\/span><\/a><\/p>\n<h3><b>Spencer&#8217;s TV &amp; Appliance Team Up with KPNX for Big Olympic TV Giveaway<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Spencer\u2019s TV &amp; Appliance wanted its customers to see the Tokyo Olympics bigger and better than ever \u2014 the retailer gave away 65-inch TVs to 12 lucky people in the greater Phoenix area. Here\u2019s how TEGNA station and NBC-affiliate KPNX are helping amplify this message and improve brand recall for Spencer\u2019s.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe are always giving back to the community. We are 100% red, white, and blue. Any opportunity we have with KPNX to do something community-driven that represents our country, like the Olympics, we\u2019re definitely on board,\u201d says Anthony Conti, Director, Digital Marketing at Spencer\u2019s.\u00a0<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/536428361?h=6b6b3edc2c&amp;title=0&amp;portrait=0\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h3><b>\u00a0<\/b><b>By The Yard Generates Results with Quirky Commercials<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">\u201cOur goal in our Olympic sponsorship has always been to create memorable campaigns and stay true to our brand. We are a small, family-owned business, and it\u2019s essential that we represent that,\u201d says Leah Steidl of By the Yard. \u201cSome By The Yard family members can even be seen in some spots, giving it that real hometown feel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe love it when customers come into our showrooms or wherever they see us and say, \u2018Oh my gosh, I remember when I saw your chair swimming in the pool,\u2019\u201d says Steidl. \u201cThat\u2019s always our goal, to create a memorable, funny, tongue-in-cheek campaign. We create that moment for them, and it kind of gets them talking and keeps us top of mind.\u201d<\/span><\/p>\n<h2><b>Advertise with Team TEGNA<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Our ultimate goal is to equip brands with insights to capture the hearts and minds of sports fans nationwide. Team TEGNA knows the power of cross-platform ad campaigns that combine TV, streaming and digital assets, and we\u2019re ready to jump-start your campaign today. With 64 broadcast stations in 51 markets nationwide, TEGNA has a unique ability to reach drivers across Broadcast, OTT Streaming, and digital solutions.<\/span> <a href=\"https:\/\/www.tegna.com\/advertise\/contact\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Contact us today to see how we can accelerate your advertising.<\/span><\/a><\/p>\n<h2><b>Frequently Asked Questions:\u00a0<\/b><\/h2>\n<h3><b>Why is sports advertising important?\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Advertising alongside sporting events provides an excellent opportunity for brands to reach a passionate, energetic audience. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Aligning your brand with sporting content can be a valuable strategy for companies looking to engage with a loyal fanbase. Learn more about sports advertising.<\/p>\n","protected":false},"author":4,"featured_media":12564,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[54,87,96,86,98,67],"tags":[162],"class_list":["post-12563","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beingoodcompany","category-broadcast","category-digital","category-ott","category-podcasts","category-sports","tag-sports-advertising","wpautop"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12563","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/comments?post=12563"}],"version-history":[{"count":0,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/posts\/12563\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media\/12564"}],"wp:attachment":[{"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/media?parent=12563"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/categories?post=12563"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.tegna.com\/advertise\/wp-json\/wp\/v2\/tags?post=12563"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}