The Sports Marketing Playbook Post-2020

A year ago, every industry asked themselves what they were going to do after their business model was disrupted. Uncertainty was vivid, principles were tested, and leaders were tasked with keeping things moving despite it all. 

The Sports Industry, one that heavily relies on in-person events, adapted swiftly following this brand new sense of urgency. Here are some lessons for future sports (or any industry’s) marketing playbook regarding innovation, adaptation, and flexibility from an AMA interview featuring: 

• Melissa M. Proctor - CMO and EVP of Atlanta Hawks and State Farm Arena

• Morgan Shaw Parker - CMO at Atlanta Falcons and Mercedes-Benz Stadium

• Adam Zimmerman - Senior Vice President at Atlanta Braves

Lesson 1 | Learn from your team, consumers, competitors, and other industries. 

As marketers, we should constantly be learning. This past year proved that nothing is concrete. Patterns and plans that were once crafted on a year-by-year basis, now change month-to-month. Nothing is set in stone, and consumer preferences and behavior are altering daily - especially as uncertainty looms with vaccine rollouts and state mandates. 

The best thing sports marketers did and are continuing to do is learn. Parker stated that the first thing her team did was to, “Put down the pen and learn from associates.” Her team leaned on and is leaning on partners and learning from other industries. The leaders referenced multiple brands that provided innovative and inspirational solutions - from Publix to Delta to artists in the music industry - everyone was forced to be creative.

Proctor mentioned that her team had never collaborated more effectively than it did at the beginning of the pandemic. Due to this discovery, different team members and departments were contributing to creative solutions, opening up new thought processes and opportunities. This minor change showcases that everyone has something to offer, and there is always room to learn.

Lesson 2 | Celebrate the wins to motivate the team. 

Lack of contact, the detrimental impact of the disease, social and political issues, and even Zoom fatigue have played a role in plummeting mental health. Because motivation is hard to come by, Zimmerman made a point to celebrate the successes to keep team members upbeat.

Lesson 3 | Invest in your people.

All three leaders made a point that their first priority is to check in with their people. Without a satisfied, healthy team, there is nothing to build or promote. 

Lesson 4 | Connect with the community. 

The community is what makes up any successful sports brand. All three of these Atlanta sports brands were suddenly tasked to make themselves relevant to an at-home audience. They did this by digitizing everything. Zimmerman, inspired by Fortnite’s efforts to build communities through concerts and events in a digital space, stated that the Braves are creating digital twins of their efforts moving forward. He also stated their reliance on digital and data as a means to influence future projects. When COVID first occurred, the Atlanta Falcons’ jersey campaign had to be digitized in a matter of hours. Because of the hard work and collaboration of the team, it was one of the most lucrative sales in the brand's history. 

Parker shared that impressions and “butts in seats” won’t matter moving forward, but humanizing the brand and telling stories to connect with the audience is their strategy. 

With so many alternative options, sports brands are being tasked with getting an audience to care about them. Proctor, Zimmerman, and Parker all pointed out that their players are a useful storytelling tool to connect and engage with the audience. People aren’t just fans of a sport because of the game, but because of the players and atmosphere that come with it - and marketers are bringing that to life outside of the stadium and into the homes of viewers. 

Lesson 5 | Creativity is currency. 

Along with motivating people to work, leaders need to inspire their people to express their ideas freely without judgement. Without the openness to creativity during the beginning of the pandemic and encouraging trial and error, the marketers confessed that they would not be where they are today. Zimemrman emphasized that brainstorming sessions need to sprout from a “wouldn’t it be cool” mindset, and move forward from there. 

Parker shared that teams need to be open to “learn, communicate, and throw ideas out the door.” 

---

We also spoke to Anthony Cortese, the VP of Editorial at DEFINITION 6 who works as the lead on all CBS Sports projects, to get his perspective on his experience producing TV spots marketed for the Super Bowl. These efforts had quick turnarounds, heavy collaboration, flexible work conditions, and sentimental storylines - highlighting the current and future state of sports marketing. 

The tease, set to a powerful version of Stand by Me sung by Jennifer Hudson, is a tribute to heroes - from frontline workers to personal champions of the stars of the game - showcasing meaningful stories that resonate with all fans and viewers alike, which connects and humanizes the brand to the audience. 

Although the remote work was a challenge in addition to shoots happening across the country, moving a ton of data digitally, working with time-coded Zoom recordings, and editing an interview that happened just 30 hours before kickoff, the team’s effort and technical ingenuity brought the heartfelt vision to life. 

“Overcoming these challenges was a big win for our team, but the bigger win for us as filmmakers is always creating stories that can push a brand forward and capture the hearts of audiences,” stated Cortese. Read more about the process in his interview with Marketing Dive.

This Super Bowl example, as well as the lessons above, helps prove the point that the future of sports marketing, and marketing in general, is in collaborating across all avenues to form deeper and stronger connections with the audience.