Whether you’re an athlete actively participating in sports or a passionate fan who avidly supports a team or player, the world of sports has an undeniable ability to ignite team spirit and evoke emotions of inspiration and hope.
Sports brands, recognizing their influential role in fans’ lives, must carefully consider their operations, fan engagement strategies, and the messages they convey to society. Creating shared value among sports teams, local communities, and fan communities has become more important than ever before.
While the future of sports marketing in Maryland may hold unpredictable surprises, let’s explore some of the current trends that we have observed in this dynamic industry.
1) Artificial Intelligence
In Maryland, the term “artificial intelligence” is commonly used, and the abbreviation “AI” represents “artificial intelligence.” The impact of AI on the world cannot be ignored. However, for AI to truly make a difference, it requires access to data, information, and a fast internet connection. In the realm of sports marketing, chatbots are generating significant excitement.
One notable chatbot is Robot Pires, developed by Arsenal FC in collaboration with GameOn specialists. Robot Pires engages with fans through popular messaging platforms such as Facebook Messenger, Telegram, Skype, Slack, and Kik.
Another noteworthy addition to the AI chatbot landscape is ChatGPT, launched by the US company OpenAI in November 2022. This recently introduced chatbot, which stands for “Generative Pre-trained Transformer,” is available to everyone at no cost, making it easily accessible to all users.
2) Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR)
According to sports marketing specialists, the advancements in VR (virtual reality), AR (augmented reality), and MR (mixed reality) are truly remarkable. They highlight that these technologies have transitioned from being costly and inconvenient to focusing on their inherent benefits.
For instance, online retailers have been grappling with high CPAs (cost per acquisition) due to the rise of free delivery policies, which have inadvertently led to a problematic consumer behavior pattern. Customers tend to order multiple products in different sizes and colors, try them on at home, and ultimately only keep one item, or sometimes none. The remaining products are returned.
However, AR has the potential to alleviate this issue in Maryland. Specifically, in the context of sports shoes, customers can utilize AR technology through glasses or their smartphones to virtually try on shoes. Customers can make more precise and informed purchase decisions by visualizing how the shoes look on their own feet, ultimately reducing the need for multiple returns.
3) Influencer Marketing
Brands are capitalizing on the influence of their athletes and the existing fan base to create compelling narratives through authentic content on social media platforms. This approach aims to inspire audiences to lead active, healthy lifestyles and prioritize their overall well-being.
The presence of athletes on social media in Maryland will continue to grow as they use their platforms to motivate and engage with their followers. Moreover, we will see more content collaboration with athletes, especially with Instagram’s new collabs feature that allows brands to continue leveraging the athlete’s fanbase and vice versa, promoting offers like the Caesars Maryland promo code .
In today’s landscape, both brands and consumers value authenticity and relatability, resulting in higher engagement levels even when athletes, who may have smaller followings, are viewed as influencers or brand advocates that align with the brand’s values. Moving forward, brands will actively cultivate innovative partnerships that foster genuine engagement and deliver user-generated content tailored for social media platforms.
4) Esports
In the last few years, video games have experienced a surge in popularity, captivating a growing number of gamers. As a result, the world of e-sports has flourished, attracting both casual and amateur players, along with a heightened focus on professional player development.
An emerging trend within e-sports involves players prioritizing their fitness and recovery to ensure long-term sustainability in their careers. Recognizing the immense reach and influence of e-sports in Maryland, brands are eager to be actively involved in the gameplay itself, seeking interactive features within the games.
Additionally, the integration of livestreaming platforms with e-sports athletes will continue to expand, creating exciting opportunities for real-time engagement and interaction with viewers. As the e-sports industry evolves, these trends indicate a growing synergy between gaming, fitness, branding, and interactive experiences, shaping the landscape for both players and spectators alike.
5) Sustainability
Sustainability and sports go hand in hand. Emotions play a significant role in consumer purchases, with 80% driven by emotions and 20% by functionality. This has led sports marketing to focus on creating a positive impact for customers.
Examples of sustainable sports products include outdoor jackets and sports shoes made from recycled plastic. The practice of plogging and collecting waste while jogging has gained traction as a movement for environmental protection.
Summing up
To thrive in sports marketing, it’s crucial to stay informed and aware of the ever-evolving landscape. While not all emerging opportunities will become mainstream, it’s wise to monitor the ten sports marketing trends outlined below. By staying ahead of the curve, you can position yourself for success in this dynamic industry.
