Major sporting events are sprinkled throughout the year. This gives businesses multiple opportunities to use their favorite marketing channels to get out their message and enhance their brands. Some of the traditional marketing strategies that attract advertisers include the following programs.

  • Produce creative, original 20- or 30-second TV or radio ads.
  • Buy multiple insertions for your new spot(s) on your favorite media.
  • Become a “sponsor” of these events.
  • Create a marketing “tie in” campaign (without violating copyright laws) with items carrying your logo and the event name (Super Bowl, Master’s, Kentucky Derby, etc.).

These popular choices that come with pros and cons.


  • You’ll reach massive numbers of people with 20- to 30-second messages touting your company.
  • Your spots may become icons that spark new market interest in your products.


  • You’ll spend large dollars reaching non-prospects and non-clients, as it’s impossible to target your audience.
  • You’ll not know whether customers will view your message as memorable or immediately forgettable.

These are but a few advantages and disadvantages of popular marketing channel usage for major sporting events. You’ll think of more if you spend the time evaluating classic strategies.

Sure, if your company’s sphere of influence is more local or regional, such as a community bank or retail auto dealer, you could scale back to buy time on your local cable system or radio station, but the same pros and cons apply.

Sports Hospitality Packages Are More Effective

There are few, if any methods, to precisely target your market better than major sports corporate hospitality packages. You’ll get to fewer people, BUT everyone you touch will be a current client or lucrative prospect. Every dollar and message is invested in your specific target audience.

Instead of a fleeting 20- or 30-second contact, your audience will enjoy multiple days of excitement and happiness. It doesn’t get any more effective than that for your company.

You also receive additional benefits from this strategy. For example, a right-of-Spring spectacle, like the Kentucky Derby, includes related activities besides the race of the world’s best 3-year old thoroughbreds. Their are exciting social activities, parties and the wildly popular Paddock Tour, seeing up close and personnel the racers’ residence and get an insiders’ look at the horses’ and jockeys’ world. This is an example of a unique, not to be duplicated experience for your clients.

The positive memories your clients enjoy after an event, like the Master’s or the Ryder Cup tournament, has a long “shelf life,” cementing your client relationships. Not one dollar is wasted on those who are not–and may never be–your clients. The ROI could be the highest of all your organization’s’ investments.




Sounding Off: Riccardo Tafa: “Can Sports Hospitality Be an Effective Marketing Platform?”