What we know about marketing at major sporting events

The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.

Sporting events are lucrative opportunities for marketers to get their brands in front of a mass audience. Marketing during big events, though, has been evolving quickly and often comes with a high price tag. Marketers can make effective use of their promotion budget and engage consumers in unique ways if they are aware of the unique dynamics of marketing their brand during these events.


Sports marketing focuses on promoting a product, service or brand by aligning it with a sporting event or sports team. The element promoted can be a physical product or a brand name. Major sporting events...

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