Marketing Trends Shaping 2024’s Sports Landscape
By Allie Crone, Vice President at TurnkeyZRG
Happy New Year! As we dive into 2024, I've had some exciting conversations with marketing experts about the trends that are set to take the stage and propel revenue growth. This year, sports organizations will continue to ride the waves of innovation in the ever-evolving world of marketing.
It’s no surprise that Artificial Intelligence (AI) is expected to have the most influence. It will turbocharge marketers, enabling them to work faster and smarter. It will create a personalized fan experience that goes beyond the ordinary. AI unlocks a treasure trove of data, bringing to life exactly what consumers crave. This isn't just about turning casual fans into enthusiasts, it's about propelling them through the fandom funnel, boosting engagement, and bringing in additional revenue. And on game day?
AI transforms the experience with virtual reality, seamless ticket, merchandise and food and beverage purchases, and can provide stress-free stadium navigation. Social media listening is another AI tool that allows sports organizations to uncover audience insights at warp speed, shaping decisions on the fly.
Influencers continue to drive impact within sports organizations, especially at the micro level. Micro-influencers wield the power to impact purchasing and fandom like never before. They bring the authenticity fans crave, acting as the glue between teams or brands and specific markets. This isn't just about marketing, it's about building a community and connecting with younger generations. Micro influencers, with their sky-high engagement rates, hit the bullseye with specific niche segments of the audience sports teams are trying to reach.
Finally, the continued rise of women's sports. Predicted revenue is soaring, and marketers are gearing up to invest like never before. With the surge in viewership and investment, women's sports are climbing the ranks of influence in not just sports but entertainment in general. Marketers are seizing the moment, also recognizing the power of female fans and crafting campaigns that resonate with this dynamic audience.
As we step into the exciting journey of 2024, the dynamic realm of marketing is poised for remarkable shifts that demand our attention. As we embrace these trends, the marketing landscape becomes a canvas for innovation and strategic adaptation. Marketers are anticipating a year where the convergence of technology, authenticity, and inclusivity propels us into uncharted territories, amplifying not only our understanding of fans but also our capacity for revenue growth.
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ABOUT TURNKEYZRG
Founded in 1996, TurnkeyZRG is a highly specialized talent recruitment/executive search firm filling C-level, senior-level and mid-management level positions throughout sports, entertainment and media. Over the past 25 years, TurnkeyZRG has filled more than 1,400 positions throughout sports, entertainment and media. TurnkeyZRG helps teams, leagues, stadiums, arenas, theaters, college athletic departments, events, sponsors, agencies, media companies, private equity companies and other clients identify, recruit and hire the very best management talent. Turnkey now benefits from ZRG’s global footprint, full array of industry practice groups, data-driven, analytical search tools, and technology investment in changing the way executive search/talent recruiting is done. TurnkeyZRG becomes a tech-enabled disrupter of the prior executive search model. For more information about TurnkeyZRG, visit www.turnkeyzrg.com.