How Influencer Marketing in Sports Can Be Highly Effective (2022)

When you think of influencer marketing, sports do not necessarily jump out at you as a popular niche. It's hard to imagine sports stars huddled up before a sporting screen or stopping to Instagram the view. Yet, how many sports stars have you seen promoting something, even in a more traditional medium, like television? Sports celebrities have been endorsing products for many years, even some in supposedly amateur sports. The health & fitness and fashion niches are two of the most sizeable influencer marketing sectors, and sports is merely a subset of these.

Influencer marketing in sports is very much a tale of two halves, however. The large big-name sports companies tend to work with the household names of sport. However, these superstars often come with a price tag to match their celebrity status. That's fine for a multinational sports apparel firm, for instance, but out of the reach of a small neighborhood fitness brand. However, many lesser-profile sporting influencers can help brands of any size while remaining within their marketing budget.

We recently profiled 20 Top Sports Influencers Every Brand Should Know About, half of whom are celebrity influencers while the other ten are top sports influencers who have not made it to "household name" status—yet. In this post, we take a broader look at the world of influencer marketing in sports and how it can benefit brands who engage in it.

How Influencer Marketing in Sports Can Be Highly Effective:

  • The Sports Industry is a Sizeable Market
  • Trends in Sports Influencer Marketing
  • Why Are Sports Influencers Effective?
  • Choosing the Right Influencers for Your Sporting Brand
  • Planning an Effective Influencer Marketing Campaign in Sports and Fitness
  • Frequently Asked Questions

The Sports Industry is a Sizeable Market

The global sports market reached a value of nearly $471.3 billion in 2018 and is continuing to grow. Of this, apparel spending came in at $155.2 billion, footwear at $130.5 billion, equipment at $127.2 billion, and bicycles & accessories at $58.4 billion. The participatory sports market accounted for 56.4% of the entire sporting market; however, the spectator sports market grew faster. The global recreation market, of which the sports market is a segment, reached a value of nearly $1,435.4 billion in 2018. While these figures dropped in 2020 to $388.3 billion, due to the COVID pandemic, they are expected to rise again to an estimated $599.9 billion by 2025 as stadiums reopen and people feel more comfortable attending sports games again.

Many brands recognize this and want people to view them as being part of a healthy lifestyle. This has led to brands diversifying to cater to people in the fitness and healthy living sector. Even cosmetics brands now cater to fitness enthusiasts' wish to look good.

Trends in Sports Influencer Marketing

There have been a few clear trends in sports influencer marketing in recent years. Many sports and fitness followers see sports influencers as the ultimate source of inspiration, helping them meet their personal goals. This is particularly so for the non-superstars. Often, a young sportsperson can look up to somebody they see as successful, yet they can imagine he or she was once just like themselves. Many of these influencers will even be happy to give fans advice and encouragement with their training and sporting endeavors. Indeed, some fans use their heroes as unofficial personal coaches and mentors, buoyed by their inspiration. This advice may not be as personalized as what a personal coach would give, but it can still significantly help the recipients. Sometimes young sportspeople looking for advice from sporting influencers can simply find motivation by searching for appropriate hashtags, such as #workout.

Another trend in sports influencer marketing has been the way fans have effectively split into tribes online. For example, every English football club has a group of dedicated (some would say rabid) fans who engage and communicate almost exclusively about their club's activities. Larger brands may find that their own fan bases split the same way. Global sporting apparel and footwear firms, such as Adidas, Nike, and Puma, sell multiple products, covering a wide range of sports. In Nike's case, they had worldwide sportswear sales of $5.73 billion in 2021. However, there are often multiple tribes within each sport, and it is pointless working with the wrong influencer if trying to reach a different tribe. Tribes are groups of people connected through shared values and interests.

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For example, in our previously referenced list of 20 sporting influencers, we included former New Zealand rugby union player Dan Carter and Argentinian soccer player Lionel "Leo" Messi. Both are stars of their respective games (which are both called football in their various countries). Yet, a brand trying to sell (association) football kit to young Argentineans wouldn't use Dan Carter as an influencer, any more than a form wanting to sell (rugby) football boots to New Zealanders. The influencers appeal to different tribes.

Many of the mega-deals signed between some of the largest sporting brands and the superstars on the field also recognize the size and power of the sporting stars' social media followings. Nike, for instance, not only signed Cristiano Ronaldo for his undoubted sporting talent. They also signed him up for his access to 371 million Instagram followers.

Why Are Sports Influencers Effective?

There has been a considerably increased interest in health and fitness over recent years. Sport and other physical activities play a crucial part in this. While COVID has slowed things down somewhat, particularly lockdowns affecting sports participation and live sports viewing, more people than ever understand the importance of being fit.

Sporting and fitness influencers have always been popular with their fans, who have happily gone online to learn about their stars' latest successes or learn from their coaching tips. However, they are more important than ever now when people are stuck at home, trying to find alternative ways to train or just other ways to spend their time.

Of course, if you are a large enough market, working with a high-profile sportsperson in a sport relevant to your brand helps boost your credibility with that person's fans/followers. Even if you can't afford an A-list sporting celebrity, you will find many lesser-known sporting and fitness influencers who inspire their followers.

Influencer platform, Upfluence, calls a subgenre of sporting influencers "fitfluencers." Fitfluencers are social media stars who have built a community around their healthy lifestyles. Their followers generally perceive them as "real people" and respect their opinions more than those of celebrities who they see as living totally different lifestyles to themselves.

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When we look at our list of 20 top sports influencers, the two closest to being fitfluencers are Alex Callahan, a yogi from Boulder, Colorado, who uses Instagram to share her fitness and spiritual journey with her followers, and Adriene Mishler, who runs her Yoga With Adriene YouTube channel. Fitfluencers such as Callahan and Mishler have helped boost brand awareness and create positive brand associations among their core followers.

Related Content:

  • 25 Top Influencer Marketing Platforms to Find Fitness Influencers
  • 32 Best Influencer Marketing Courses to Up Your Influencer Game
  • 20 Top Sports Influencers Every Brand Should Know About

Choosing the Right Influencers for Your Sporting Brand

The most important thing is to ensure that you target the right influencers for the tribes that your fans and customers belong to. Don't just go for somebody because they're famous and you recognize their name. Sports followers can be exceptionally parochial and working with the "wrong" influencers could harm their impression of your brand.

As with all influencer marketing, you want to look at potential influencers' engagement rates. If your sports star is too busy training to spend time online or communicate with their fans, they will not be of great value to your brand.

If you sell products appealing to a niche sport, you may do better to work with an enthusiastic, active, engaging influencer, even if they don't have many followers. They are more likely to have the right followers for your brand than many more popular influencers will.

Indeed, you might even choose to go with influencers outside the sporting niche if you can establish a clear connection between them and the types of people likely to be potential customers.

Planning an Effective Influencer Marketing Campaign in Sports and Fitness

How Influencer Marketing in Sports Can Be Highly Effective (1)

As with all influencer marketing campaigns, you need to be well organized when undertaking an influencer campaign focusing on sports and fitness. It could be wise to go through our 11-step influencer marketing strategy.

As we have stated throughout this article, you need to begin by defining the target audience for your campaign. Precisely who are you trying to reach? You can't select suitable sporting influencers if you aren't clear about who you want them to influence. And you need to be particularly careful that you choose influencers who have followers matching the correct tribe for your market. Suppose you're trying to sell football merchandise to Manchester City supporters. In that case, there is little point in working with a popular influencer with red-colored branding on their social pages, who clearly supports Manchester United.

Then you will want to set specific objectives for your campaign. What do you wish to achieve with this combination of influencer posts? Why are you going through this process? While you're at it, you might want to think about how you can measure this objective. If, for example, you aim to work with an influencer to help promote your Get Fit videos on YouTube, how are you going to measure whether the influencer successfully directs traffic to your channel?

Then, of course, you need to discover the most appropriate sporting influencers for the tribe your potential audience belongs to. You need to find:

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1. Where do the online conversations about your sporting or fitness niche take place?

2. What motivates potential influencers to promote relevant content?

3. Is activity concentrated on a particular social channel, or is the niche more fragmented?

4. Who are the people that most often write or create other content about your topic?

5. What is the background of these people?

You will then have to decide whether you should select influencers manually (perhaps you already know who you would like to work with), sign up to a platform to search for influencers, or work with an influencer agency for the entire process.

Once you have found suitable influencers who appeal to the right tribe for your brand, you can collaborate with them to produce and distribute quality content.

Frequently Asked Questions

How do you become a sports influencer?

Becoming a sports influencer will not happen overnight. To become a sports influencer, focus on finding your niche and growing your content. Over time, you will need to focus on connecting with other sports influencers and liking and commenting on their content to gain followers. When you attend trade shows and sports events, consider asking people to follow you.

What is a sports influencer?

Sports influencers are social media influencers in the sports field that focus on different sports, workouts, nutrition, or general training. Many sports influencers are trainers or athletes. Sports influencers will generally post workout videos and nutrition-themed content.

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Are athletes influencers?

Many elite athletes are considered influencers, but not all influencers are considered athletes. Many athletes will operate as influencers because they have a direct line of communication with fans and followers. Athletes come with built-in exposure from their team, their league, major sporting events, and sponsors.

How do brands use influencer marketing?

Brands use influencer marketing to reach a new audience to promote their products and services. By partnering with popular social media users or bloggers, brands can engage a larger audience and brands can tap into influencers to build credibility and even drive sales in some cases.

Why are celebrities and athletes used in marketing?

Celebrities and athletes are used in marketing to help brands better access their fan base and audience. Multiple different athletes and celebrities will often appear in different brands’ marketing content. Endorsements will also help the brand grow their sales and better reassure customers that the quality of their product is excellent.

How Influencer Marketing in Sports Can Be Highly Effective (2)

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How Influencer Marketing in Sports Can Be Highly Effective (3)

FAQs

How effective are influencer marketing? ›

In fact, according to new research from Mediakix, 80% of marketers find influencer marketing to be an effective strategy. Almost half of marketers (45%) said they find influencer marketing effective, with a further 35% saying they find it very effective.

How do you become an effective influencer? ›

With this in mind, here are 8 strategies to become a successful Instagram influencer:
  1. Identify Your Niche and Content Pillars.
  2. Master Short Form Video Content.
  3. Be Consistent.
  4. Write Meaningful Captions.
  5. Focus on Building Community.
  6. Learn About Your Audience.
  7. Optimize Your Bio and Profile.
20 Apr 2021

What are the 5 characteristics of a good influencer? ›

5 Characteristics of a Good Influencer
  • #1: Authenticity.
  • #2: Expert Content Creation.
  • #3: Community Management.
  • #4: Trust.
  • #5: Passion.

What are the 3 main challenges when rolling out an influencer engagement strategy? ›

The three biggest challenges in influencer marketing
  • Identifying the right influencer. ...
  • Measuring ROI. ...
  • Getting their attention and engaging them.
19 Feb 2016

Why influencer marketing is the best? ›

Influencer marketing increases brand awareness, thereby driving more traffic to your website. In addition, when your content gets shared, it helps you earn a number of high-quality and authentic backlinks. The quality of your content can also improve when you work with influencers.

Why is influencer marketing so important? ›

Influencer marketing harnesses the reach, authenticity and personality of individuals who have built up their own following in a specific niche with a particular target audience. Twitter revealed that 49% of consumers look to social media for advice on purchases.

What makes an effective social media influencer? ›

The best influencers engage with their audience, no matter the size. They take time to answer questions and start conversations. They also stay active on their respective platforms and publish content consistently. Engaging influencers are valuable because they're prepared to talk about your brand often.

What is a successful influencer? ›

Quality influencers know what makes their audiences tick. They know how to entertain, how to engage, and how to persuade. Good influencers also know how to tell a great story that captivates and convinces (plus, humans are generally predisposed to love a good narrative). This is where brands come into play.

What is influencer marketing and how does it work? ›

Influencer marketing is a social media strategy where an influencer receives a payout for endorsing a brand's product. Payouts come in the form of free products, cash, or discounts off expensive products. Instagram is currently the most popular influencer marketing channel, with 67% of brands using it.

Who is the biggest influencers in the world? ›

First on the list is Cristiano Ronaldo, who currently has a total of 484.3 million followers across three social media sites. Next is Justin Bieber with 420.54 million follower count; Ariana Grande, 398.3 followers; Selena Gomez, 380.75 million followers; and Taylor Swift with 354.4 million followers.

What skills do influencers have? ›

Take a look at the required skills that make influencers and bloggers Subject Matter Experts when it comes to creating and sharing content.
  • Modern Photography.
  • Compelling written work.
  • Being Social Media savvy.
  • Understanding and executing SEO concepts.
  • Incorporating family/humans in the work.

What are your best influencer skills? ›

7 Qualities of a Good Influencer
  • Personable. Someone who is agreeable, sociable, and pleasant. ...
  • Aligned. They don't have to agree with EVERYTHING you believe in, but definitely keep in mind the main values behind your business and make sure it lines up. ...
  • Relatable. ...
  • Responsive. ...
  • Consistent. ...
  • Tech Savvy. ...
  • Creative.

What are the positive and negative impacts of social media influencers? ›

Influencers may inspire minors to behave pro-socially or more healthy, but they may also show bad examples of smoking, drinking, or even criminal behavior. In addition, influencer content may also affect minors' psychological well-being, materialism, body satisfaction.

What's the #1 problem you're facing as influencer brand? ›

Fraudulent accounts today are overpopulating many of the widely used social media platforms, and they are eating into brands' allocated marketing budgets. Because of this, spotting inauthentic influencers takes the spot as the number one problem almost half of influencer marketers are currently facing.

What are the limitations or concerns of influencer marketing? ›

What are the Cons of Influencer Marketing?
  • Working with the Wrong Influencers Can Do More Harm than Good. It takes a lot of time and effort for brands to find the right influencer for their campaigns. ...
  • Influencer Marketing Mistakes Can Cost Your Brand. ...
  • It is Difficult to Measure Results. ...
  • High Risk Involved.

Why influencer marketing is the next big thing? ›

Infographic: Why Influencer Marketing is the Next Big Thing? In an overly competitive digital space, brands are now finding newer ways to reach out to their target audience. While social media marketing, Influencer Marketing Campaign and ad placements are still sought by brands worldwide, the scenario is fast changing.

Is influencer marketing effective 2022? ›

The percentage of marketers using influencer marketing in the U.S. is predicted to increase by 17% between 2019 and 2022. According to data from eMarketer, there has been a steady and significant predicted growth in the percentage of marketers that use influencer marketing.

What is unique about influencer marketing? ›

Influencer marketing helps you gain more visibility when such a person recommends your products or services or mentions your brands, which not only extend your scope but also increase your brand awareness.

What is influencer marketing and why does it matter? ›

Influencer marketing is marketing that uses key content creators to drive authentic conversation and engagement around a brand's products and message. Easy, right? Not exactly. Influencer marketing still remains a gray area for many brands in the context of overall marketing strategy.

What are the advantages and disadvantages of using influencer marketing to promote a product? ›

Influencer Marketing - Advantages and Disadvantages
  • 1) It Helps You Reach a Relevant Audience. ...
  • 2) It Helps You Build Trust and Credibility. ...
  • 3) It Broadens Your Brand's Reach. ...
  • 4) Focus on a Particular Crowd. ...
  • 5) Quality User-Generated Content. ...
  • 1) Working with the Wrong Influencers Can Do More Harm than Good.

How do you get influencers to promote your product? ›

  1. 8 Tools to Find Social Media Influencers. ...
  2. HypeAuditor – Tool to Find Influencers on YouTube. ...
  3. Klear – Top Social Media Tool 2020. ...
  4. Upfluence – Best Tool to Identify Fake Followers. ...
  5. Heepsy – Best Social Media to Tool to Find Instagram Influencers. ...
  6. Group High – Best Tool to Find Influencers to Promote Content.

Why do brands use influencers? ›

Advertising through influencers allows brands to promote through someone that a niche community watches, engages with and trusts on a daily basis. So, instead of being skeptical of a commercial or social media ad, consumers are trusting that if their influencer of choice loves the product, they will too.

What is an example of influencer marketing? ›

Many brands use influencer marketing to reach their target audience. Big brands like Motorola, Adidas, Pepsi, and Dunkin' Donuts all use influencer marketing. Adidas has been using influencer marketing to promote their products for years now. They use influencer marketing to target a younger audience through Instagram.

What are the key platforms used by influencers? ›

Top Social Media Platforms for Influencer Marketing
  • Facebook. ...
  • Twitter. ...
  • YouTube. ...
  • Instagram.

Who was the first influencer? ›

Technically, one of the first influencer collaborations was in 1760. Wedgwood, a potter, made a tea set for the Queen of England. [1] Since the monarchy was an influencer of the time, Wedgwood leveraged the tea set to success with “Royal-approved” branding, elevating it to luxury status.

Why do influencers matter? ›

Celebrity endorsements are effective in creating brand awareness but social media influencers have a more significant impact on consumer engagement and brand loyalty (Lim, X. et al, 2017). “Messages proclaimed by social media influencers are often perceived as more reliable and compelling to consumers” (Lim, X. et al.

Who is the richest influencer? ›

#1: Lele Pons. Lele Pons is a comedian, actress, and singer best known for her short slapstick comedy skits on Vine (and now YouTube). With 49.2 million followers and counting, Pons has become a powerhouse influencer who makes over $180,000 per sponsored post.

How can I be a successful influencer in 2022? ›

12 Tips on How to Become an Instagram Influencer in 2022
  1. Determine Your Niche.
  2. Understand the Instagram Algorithm.
  3. Develop a Content Strategy.
  4. Start Creating Reels Frequently.
  5. Create a Portfolio You're Proud Of.
  6. Have a Media Kit.
  7. Determine Your Prices.
  8. Land Paid Brand Deals.
30 Jun 2022

What is another name for influencer? ›

Other synonyms for influencer

Sometimes, influencers can also be called leaders, bellwethers, motivators, inspirers, trendsetters, fashionistas, or celebrities.

Who is an ideal influencer? ›

As an influencer, your aim should be to remain active and consistent to keep your followers engaged. While the average engagement rate differs from niche to niche, most brands look for influencers with an engagement rate above 5 percent. You will even find some influencers with a higher engagement rate.

Do influencers have a positive impact on society? ›

Influencers expose us to diverse models of what it means to be cool. In my opinion, influencers are a product of the equalizing power of social media, meaning people (not brands and not the media) get to decide who they want to follow. The result is a spectrum of diverse influencers who better reflect our society.

Are social media influencers beneficial? ›

Benefits of Social Media Influencer Marketing:

Their followers feel safer to consume the products which are endorsed by someone they already look up to! Influencer marketing is a much cheaper option for brands to promote their products as compared to TVC & Print ads.

Are the influencers really influencing? ›

So, yes. Influencers can influence their followers. But not all influencers can. Now, people are unfollowing those who promote too many products and are not genuine in their reviews.

What are the challenges faced by influencers? ›

4 Challenges That Influencers Face While Engaging With Audience
  • Getting-to Know Your Audience: This is one of the biggest obstacles in becoming a successful influencer that gathers high engagement. ...
  • Finding the Right Social Media Platforms: ...
  • Selecting the Right Visual Content Formats: ...
  • Finding the Right Time to Post:

Is influencer marketing ethical? ›

Influencers Have a Moral Obligation to Their Audience

So influencers have a moral and practical obligation to continue to be true to their audience by producing content that's genuine and meets their needs. Once posts start feeling spammy, scripted or like a commercial, followers will start turning away.

What three steps should brands take to overcome influencer fails? ›

  • Quickly Own It: Take ownership of the influencer's mistake too. ...
  • Timely Response: Issue an immediate response to the influencer's gaffe. ...
  • Fix It: Demonstrate a commitment to rectifying the problem by supporting whatever cause was tarnished due to your influencer's actions.
22 Jun 2021

What is the impact of influencer marketing? ›

Influencer marketing contributes to the brands through the genuine and lasting relationship with the audience on social media and their generated content. Unlike mere purchase, influencer marketing emphasizes recognitional and emotional guidance towards the brand.

What makes influencer marketing more advantageous than traditional advertising methods? ›

Influencer marketing bypasses these ad blockers and conveys the brand messages to an audience that eagerly laps it up. Unlike traditional media, these messages are not forced on the audience. People opt to listen to the messages conveyed by brands through influencers.

Are influencers good role models? ›

When using their power positively, influencers can be great role models for individuals looking for guidance and information. The development of new apps and technology means that influencer marketing is still evolving and will be around for the unforeseeable future.

Is influencer marketing effective 2022? ›

The percentage of marketers using influencer marketing in the U.S. is predicted to increase by 17% between 2019 and 2022. According to data from eMarketer, there has been a steady and significant predicted growth in the percentage of marketers that use influencer marketing.

Is influencer marketing effective 2021? ›

Influencer marketing 2021 forecast

According to our latest forecast, 67.9% of US marketers from companies with 100 or more employees will use influencer marketing in 2021, up from 62.3% last year. In 2022, that figure will rise to 72.5%.

Is Instagram influencer marketing effective? ›

Influencer marketing on Instagram is proven to be effective. In fact, the platform has the highest engagement rate in all social media channels. Instagram has an average engagement rate of 3.21%, while all other networks have 1.5%.

Do influencers actually increase sales? ›

Influencer Marketing Delivers a Strong ROI

On average, businesses generate $6.50 in revenue for each $1 invested in influencer marketing . 70% make $2 or more, and 13% make $20 or more. Most businesses get solid results from influencer marketing, with just the bottom 18% failing to generate any revenue.

What is the future of influencer marketing? ›

The influencer marketing industry in 2022 will see a huge rise in the demand for micro influencers. Micro influencers' share in the total industry increased drastically last year due to brands favouring them owing to their higher engagement rates & affordability.

What is an example of influencer marketing? ›

Many brands use influencer marketing to reach their target audience. Big brands like Motorola, Adidas, Pepsi, and Dunkin' Donuts all use influencer marketing. Adidas has been using influencer marketing to promote their products for years now. They use influencer marketing to target a younger audience through Instagram.

Why is influencer marketing growing? ›

This growth is attributed to the increasing popularity of short video formats on platforms like TikTok, Facebook, and YouTube, the effect of the global pandemic on consumers, which catalyzed social media consumption, and the optimization of data collection, which marketers used for social media ads.

How do influencers increase sales? ›

Influencer marketing refers to leveraging an influencer's clout and audience reach to promote a brand, increase product or service sales, or both. Savvy influencers not only post social media content but also negotiate partnerships with corporations and organizations that include compensation and other perks.

What drives consumers to engage with influencers? ›

Three factors that motivate consumers to follow an influencer: attractiveness, power, and source trust. as part of their overall marketing strategy to either create or pro- mote branded content, which is then shared on the influencers' platform (Yodel, 2017).

How do influencers affect society? ›

Influencers may inspire minors to behave pro-socially or more healthy, but they may also show bad examples of smoking, drinking, or even criminal behavior. In addition, influencer content may also affect minors' psychological well-being, materialism, body satisfaction.

What do Instagram influencers do to maximize their profits and followers? ›

Step 2: Build a Highly Engaged Audience
  • Post regularly and engage with your audience.
  • Use 10-15 relevant hashtags on each post.
  • Use captions to tell a story.
  • Use high-quality images.
  • Make use of video content.
  • Build a relationship with other influencers in your niche.
  • Stay authentic.

What is an influencer marketing platform? ›

An Influencer Marketing Platform is a software solution designed to assist brands with their Influencer Marketing Campaigns. Influencer Marketing Platforms provide influencer discovery tools for brands and agencies, some also offer massive searchable databases of potential influencers, using clever algorithms.

Do consumers trust influencers? ›

Consumers are turning to social media influencers for advice and recommendations with many now trusting social media influencers more than brands. 37 percent consumers trust social media influencers over brands; Gen Z and Millennials are two times more likely than Boomers to trust influencers.

Do influencers really influence? ›

A new study reveals the actual impact of online influencers on consumer spend. According to the 2019 Influencer Marketing Survey from Rakuten Marketing, online influencers have real effect on U.S. consumer purchase decisions, with men as an unlikely target audience.

How do influencers help brands? ›

Influencers operate independently, creating their own content and integrating a company's advertising specifications into it. The influencer is in control of the brand's message, choosing how they would like to portray it. This promotes authenticity and can help reach a specific target audience.

Do influencers increase engagement? ›

The fewer followers an influencer has, the higher the engagement rate. One thing is clear: the number of followers impacts engagement rates. The engagement rate decreases as the number of followers increases. The less followers an influencer has, the higher the engagement rate.

Influencers are all the rage right now. Brands of all shapes and sizes are figuring out how to best capitalize on their reach, including sports brands.

The increase in influencer marketing budgets shows that this is becoming a rapidly increasing marketing strategy for brands trying to find novel ways to attract consumers.. With the advent of social media, as these sports and influencers jump online and so does their offline audience, it becomes a novel online channel for companies to promote their products and services.. With this in mind, here are 10 tips for using influencers to promote your sports brand.. The key to using influencer marketing to promote your sports brand is to make sure they use the right channels to reach their audience .. Influencer marketing isn't about making hard sales; it's about creating a long-lasting and authentic relationship with your audience.. While many still believe that choosing the right influencer is about the number of followers they have, research proves that influencers with smaller followings have higher engagement rates.. Your influencer marketing campaign should create an experience around your brand.. Your goal for your influencer marketing campaign should be to make your brand come to life.. Partnering with one influencer will help promote your sports company; however, creating a network of influencers will allow you to reach a much larger and broader audience.. Influencer marketing is one of the most effective ways of reaching and engaging your audience, especially in the sports industry, where being a fan of a specific team or athlete becomes part of your audience's overall identity.

Influencer marketing is insanely popular in most industries due to its effectiveness. According to recent research, over 65% of sports marketers believe that for brands to succeed online, they need to leverage the power of influencer marketing. Sports stars are natural influencers, and social media has provided them with an effective way of getting found online. They can reach, connect with,...

According to recent research, over 65% of sports marketers believe that for brands to succeed online, they need to leverage the power of influencer marketing.. So read on to discover everything you need to know about highly effective influencer marketing in sports – what it is, why it’s so effective, and how your brand can benefit from it.. Brands also find it lucrative to work with sports influencers because they are influencers by nature, in any language – even when they’re not trying.. This marriage of athlete influencers and social media is so effective that brands are now beginning to take notice of the lesser-known nano-influencers from different influencer levels to promote their campaigns.. Smaller brands can still benefit from influencer marketing in sports by thinking in terms of building ongoing relationships with sports ambassadors in order to run successful athlete influencer campaigns that drive great results.. But, it’s still possible to enjoy the benefits of influencer marketing in sports even when you sell something that isn’t clearly related to the topic of sports.. Now that you know all the benefits that come with effective influencer marketing in sports, it’s time to take a look at some of the main challenges faced by sports marketers.. The majority of sports marketers state that their main challenge is in finding out whether or not sports influencer marketing is right for their brand.. They are not clear on whether athletes can influence their target audience, which is a huge problem because it’s important to choose influencers with followers that match the brand’s ideal market.. Another challenge that sports marketers face with regard to influencer marketing is how to collect metrics on their campaigns so they can gauge the success (or lack thereof) of every campaign.. As influencer marketing grows, a lot of sports marketers are failing to abide by the rules set by the FTC, with many being unaware that the partnerships between influencers and brands are governed by FTC regulations.. These are just a few of the many challenges faced by sports marketers with regard to influencer marketing.. There is no doubt that influencer marketing in sports can help businesses share their brand message, boost awareness, and achieve their marketing goals.

Sports Influencers can take your brand promotion campaigns to the next level. They are clinical, cost effective and most importantly- highly impactful.

Since more and more people are now online, organizations are interested in using innovative ways of utilizing social media for promoting their products and services.. Although there are many different names given to it, one of the most popular routes of utilizing social media for brand promotion is called ‘Influencer Marketing’. A Social Media Influencer is a prominent user who uses one or many social media platforms like Instagram, Twitter, or Facebook, to promote brands.. Social Media Influencer marketing thus multiplies the good impact of word-of-mouth promotion with its impressive reach to make for a lethal promotion weapon relevant in today’s world.. For starters, the ROI can be effectively traced back in social media influencer marketing, thus giving organizations with better insights on the campaign’s impact.. Sports Influencers are the new benchmark in the social media influencing.. Marketing through sports influencers thus generates more engagement as compared to any other mode of social media promotion.. You can shortlist sports influencers from different parts of the country on the budget of your desire to promote your brand.. Thus, sports influencer marketing is one of the most impact-driven and cost-effective modes of promotion.

Influencers are all the rage right now. Brands of all shapes and sizes are figuring out how to best capitalize on their reach, including sports brands.

With the advent of social media, as these sports and influencers jump online and so does their offline audience, it becomes a novel online channel for companies to promote their products and services.. The key to using influencer marketing to promote your sports brand is to make sure they use the right channels to reach their audience .. While many still believe that choosing the right influencer is about the number of followers they have, research proves that influencers with smaller followings have higher engagement rates.. Your influencer marketing campaign should create an experience around your brand.. Partnering with one influencer will help promote your sports company; however, creating a network of influencers will allow you to reach a much larger and broader audience.. Influencer marketing is one of the most effective ways of reaching and engaging your audience, especially in the sports industry, where being a fan of a specific team or athlete becomes part of your audience's overall identity.

We know about all of the fashion, beauty and gamer influencers, but is there really room for influencers in the sports industry?

I know there are already football influencers such as those on YouTube or Twitter that review games, teams, commentate and the like but can someone online really influence the team you support?. We know about all of the fashion, beauty and gamer influencers, but is there really room for influencers in the sports industry?. The sports stars themselves can of course be influencers with their sponsored ads, but they fit moreso into the celebrity category rather than the influencer category.. So where does influencer marketing play a part in sports?. The 20×20 Women in Sport Campaign One of the best examples I could give for influencer marketing in sport, comes from my own emerald isle.. To help achieve these numbers, they have Irish female sports ambassadors such as Leona Maguire (Irish professional golfer), Laura Twomey (Dublin camogie player) and Louise Quinn (Irish international and Arsenal soccer player) promoting the campaign and acting as role models for future females of Irish sport.. We were working with Harry Kane at the time who was one of the faces of the brand, but it was up to us to find soccer influencers who would also want to work with Boss Bottled and create sponsored posts.. It seems to be that most of these influencers make their Instagram money via affiliate links and pushing ‘swipe-up’ links rather than sponsored posts, but I think this actually works very well for the fitness industry.. Right now, there is definitely a huge market in the fitness industry in terms of influencer marketing and commissions.. However, a lot of sports stars and fitness experts don’t go into social media with the intention of being an influencer and so don’t know about sponsored posts, declaring adverts and the like.

Remember that the key to successful influencer marketing is brands working with authentic influencers who understand their followers. This means that if a brand wants to engage with eSports influencer marketing, they need to find influencers who are digitally-savvy and relevant to today's youth.

Newzoo predicted that eSport’s total revenue in 2017 would be $660 million, of which $484 million would be from brand investment revenues – media rights, advertising, and sponsorships.. eSports is the official name given to competitive video gaming.. The days of playing video games solo on your game console or computer are well gone.. Most people who watch important sports games do so on traditional television (if they aren’t lucky enough to attend the game live).. To Generation Z, traditional sports are “Old School.” eSports belongs to this era.. eSports has provided the opportunity for a broader range of brands, of varying sizes, to market around a sport.. Back in 2014, they teamed up with Riot Games to form the League Championship Series (LCS), the top tier of competitive play.. Mountain Dew sponsors three eSports squads - Team Dignitas, Splyce, and Team SK Gaming.. This contest offers indie game developers $500 of free Taco Bell and gives them opportunities to work with leading game publishers, streamers, and high profile members of the gaming community.. The fans may not have the high-powered equipment of their heroes, or the coordination or skill to win the online battles themselves, but they love to spend their leisure time watching eSports battles.. The eSports supporters watch most of their “battles” through live streaming on platforms such as Twitch, YouTube Gaming, Hitbox, and Mirrativ.. This means that if a brand wants to engage with eSports influencer marketing, they need to find influencers who are digitally-savvy and relevant to today's youth.. eSports and computer gaming are now becoming incredibly serious.. eSports is now a high-stakes competitive competition, and the participants are just as determined to win their games, as any professional sports star.

Sports Marketing One of the most profitable industries today is the sports industry. Major sports like cricket, football, tennis are crowd pullers.

Sporting events, sports teams, and athletes are also promoted to the general public.. Sports marketing refers to promoting goods and services through the use of sporting events and the endorsement of athletes and sports teams.. Sports marketing is about promoting sports in general and promoting other products through sports.. Marketing of sports is the promotion of sports, sporting events, sporting associations and sports teams.. This is the sector that deals with athletes and sports teams endorsing different products, as well as the use of sporting events by sponsors to advertise their products to the viewers.. By having popular athletes and sports teams promote their products, organizations can leverage the faith of the fans of those athletes and teams.. Many brands even become permanently linked to a particular event, athlete or team, and the public associates the two and trusts the brand because of it.. Promoting new products : By having an athlete or team endorse a new product , organizations can market the product more easily.. Revenue will increase along with interest as people watch the events both in person and at home and decide to follow those teams and the sports of those associations.. Sports marketing is advantageous for athletes, teams, and associations as well as companies that sponsor and promote sports.. Followers of sports or fans of a particular team will see the endorsement and take an interest in the products.

The strategies of the running brands: Who do Adidas and Co. rely on?

Influencer Marketing is th e marketing tool of recent years, also for the sports and running industry.. The Asics FrontRunners are getting along without stars, Brooks is advertising with Florian Neuschwander – who can be called famous at best in the running community, specific running influencers like Flooorrriii (108,000 Instagram followers) and Go Girl Run (running blog with own running podcast) are setting the standard in the scene.. Adidas spokesman Oliver Brüggen explains: “For us as a brand, influencer marketing is the on- and offline communication and cooperation with creative people from different cultural areas.” As an example, this is why Adidas brings together professional runners like Philipp Pflieger, bloggers like Laura and Isabell from Run Munich Run and the passionate runner and TV host Kai Pflaume at the launch of the new Solar Boost running shoe in Berlin.. Lara Hasagic, Marketing Manager DACH: "Cooperating with influencers is important, as more and more communication and exchange among runners takes place in social networks.” Furthermore Brooks Running supports one of the most popular ultra runners of the past years, Florian Neuschwander.. Neuschwander is therefore both, influencer and professional runner.. Jan Kratchovil, Head of Marketing at Salming summarizes the qualities a good influencer should have: “First, passion for and compatibility with the brand.. Third: Reach and community.. Important are passion for running and the willingness to go out there for and with us to develop the sport further.. He keeps his 34,000 Instagram followers posted about his adventures in the mountains nearly every day.. Running beginners, running influencers, running bloggers, professional marathon runners, triathletes and ultra runners - the community is mixed and the boundaries between athletes, testimonials and influencers blur.. Despite the recent developments with a true wave of influencers taking over the market, also in the running industry, professional runners continue to be important faces for running brands.. Like few other athletes or running influencers, Shalane can demonstrate the importance of her running shoes.. In our series of interviews with the running brands Adidas, Puma, Saucony, Brooks Running, Salomon, Icebug and LaSportiva, running experts explain the most important developments in running in 2018.. Do influencers and bloggers have the potential to displace professional athletes and testimonials as brand ambassadors?. Is the sponsoring of top athletes obsolete because their reach on Facebook, Instagram, Snapchat and others is too small?

Importance of Sports Influencers Social Media has become an indivisible part of our lives. Checking our social media account is the...

Importance of Sports Influencers :- Social Media has become an indivisible part of our lives.. Among its other consequences, Social Media has also influenced the way online marketing is made.. Since more and more characters are now online, organizations are involved in using innovative ways of using social media for promoting their commodities and services.. Although there are many various names given to it, one of the several popular routes of using social media for brand promotion is termed as ‘ Influencer Marketing ’. A Social Media Influencer is a notable user who uses one or many social media programs like Instagram, Twitter, or Facebook, to promote brands.. This is precisely where social media influencers come in the idea.. If the sponsored products or services are informed to the public through social media strategically so as to feel like a ‘recommendation’ rather than a ‘promotion’, it has the sort of lasting impression that is brought by word-of-mouth.. Social Media Influencer marketing thus doubles the good influence of word-of-mouth promotion with its impressive range to make for a lethal promotion weapon appropriate in today’s world.. For starters, the ROI can be completely copied back in social media influencer marketing , thus giving organizations with better penetrations on the campaign’s impact.. Sports Influencers are the new standard in the social media influencing .. Marketing through sports influencers thus creates more engagement as compared to an additional mode of social media promotion.

The increase in influencer marketing budgets shows that this is becoming a rapidly increasing marketing strategy for brands trying to find novel ways to attract consumers. Influencers are genuine authority figures within the lives of their fans – this includes bloggers, industry experts, lifestyle gurus, online entertainment celebrities and many more. These influencers have a sizeable audience on social media and other digital platforms. They’re often seen by their fans as a trustworthy and authentic source of information. How does this marketing trend fit in with the sports industry? Sports is an integral part of the lives of billions around the world. Most […]

With the advent of social media, as these sports and influencers jump online and so does their offline audience, it becomes a novel online channel for companies to promote their products and services.. With this in mind, here are 10 tips for using influencers to promote your sports brand.. The key to using influencer marketing to promote your sports brand is to make sure they use the right channels to reach their audience .. Tribe allows influencers to create “hyper-engaged” fan groups where their followers get to chat directly with their favorite athletes, win exclusive merchandise and meet their favorite athletes in person.. Influencer marketing isn’t about making hard sales; it’s about creating a long-lasting and authentic relationship with your audience.. You want your influencer to portray your brand in a way that increases awareness and engagement.. Your influencer should target a specific niche, building a trusting network of loyal followers that will have a more intimate relationship with them and your brand.. Influencers know what their audiences want, and the sports industry is no different.. Your influencer will have a specific strategy in place for reaching and engaging with their audience authentically, so allow them to go by their regime in order to make your strategy a success.. Influencer marketing is about much more than promoting a specific product or service.. Your influencer marketing campaign should create an experience around your brand.. It’s one thing to use an influencer to grow your brand, and another to seek their expertise to create unique and original products for your company.. Partnering with one influencer will help promote your sports company; however, creating a network of influencers will allow you to reach a much larger and broader audience.. Influencer marketing is one of the most effective ways of reaching and engaging your audience, especially in the sports industry, where being a fan of a specific team or athlete becomes part of your audience’s overall identity.

Sports Marketing Guide To Effectively Market Teams and Athletes by the team at Linchpin SEO. Believe in a better agency experience.

The North American sports market has a value surpassing 100 billion dollars in sports event marketing alone.. If you’re thinking of utilizing sports marketing to grow your business, our sports marketing guide below will help you identify the challenges, trends, and strategies within the sports marketing space.. Sports marketing is the use of sporting and sports-related events to promote a brand or a product.. This form of marketing allows marketers to leverage the popularity and attention of sports to promote a brand or product.. Sports and entertainment marketing also covers the marketing and promotion of live sporting events.. Marketing through sports also helps create a brand image for a healthy, successful lifestyle that many people want to live.. There are many hurdles brands need to overcome to take advantage of trends in sports marketing:. Sports marketing is shifting to new and different marketing platforms.. One trick that sports marketers can use to attract more customers is creating engaging content with the help of celebrity sports figures.. Most sports fans prefer to have engaging content right before the game starts, as 72% of fans are excited by pre-game content during and after the event.. If 83% of sports fans check social media while watching a game, is this not an excellent opportunity to time your social media content effectively?. For example, people watch sporting events on television, check scores on their mobile devices, attend live sporting events, listen to sports on the radio, and read about sports in the newspaper and online.. Some people work with sports marketing firms for all their sports and entertainment marketing needs.. Sports marketing companies can help bridge the gap between your brand and your desire to be more exposed to the world of sports.

I’d like to share some thoughts with you from a recent event I attended. Held in Leeds city centre and hosted by Breadwinner Agencies and award-winning insight consultancy, Trinity McQueen, the s

The research showed that it is not all about Instagram either.. “1/3 of people spend more time on social than on TV.” “ 28% of people talk to friends about posts they’ve seen on social.”. Brands need to disclose sponsored posts or an advert to create trust.. using brand personality, being passionate, being open and honest, being resourceful. Research showed that the most effective marketing is where the influencer and audience are married and a reflection of each other.. The survey results showed that the best fit was when consumers saw traits in influencers that:. Research showed that the number of influencer followers is far less important than the power of content.. All in all, this was a real eye-opening event with lots of excellent research undertaken by Trinity McQueen.. We are all consumers, even if we work in a B2B environment.. What are your thoughts on influencer marketing?

Influencer marketing is quickly becoming a mainstay for small and large brands alike to grow engagement, generate leads and increase sales, with 90% of brands recently surveyed finding it to be an effective form of marketing. Yet with more influencers and a large variety of areas of expertise to choose from, even the most experienced […]

For those that aren’t familiar with the term, an influencer marketing agency works directly with brands to design, run and optimize their influencer marketing campaigns on social media channels.. Agencies differ from organic influencer marketing efforts, which could be run by the brand itself by its marketing and public relations staff, and from platforms or tools that could help the brand identify the correct influencers for their campaigns, run the campaign and report back on the results.. Agencies tend to allow brands to “take their hands off of the wheel” when it comes to influencer marketing efforts by doing everything from selecting the correct influencers for the campaign, managing them, curating and optimizing the content, and helping brands achieve their goals, whether they are specific to lead generation or engagement.. Influencer marketing agencies are brands’ partners when it comes to their online marketing efforts, helping them realize their potential by focusing the strategy on the influencers, trends and hashtags that will bring their brand the best results.. Brands will reach out to the influencer marketing agency with a general description of what they are trying to achieve with their influencer marketing campaign.. Potential influencers : Depending on whether the brand has already selected the influencers to work with or not, the agency could present relevant influencers based on what the brand is trying to achieve.. Just a small sampling of the roles within an influencer marketing agency include: creative content creators, strategy experts, influencer activators and managers, campaign managers, graphic designers, and data analysts.. Whitelabel solutions can make it easier for the brand to engage with the influencer campaign and manage it according to their needs, together with the agency, in order to derive optimal results.. If the agency the brand works with specializes in influencer discovery and activation, social media management and optimization of campaign content may not be one of their fortes.. ABOUT THE AUTHOR Eran is the founder and CEO of LEADERS, a leading influencer marketing group providing full stack data-driven influencer marketing solutions, campaign management and design to the world’s leading consumer brands.

If you're planning on starting an influencer marketing strategy, read our guide that breaks down the process into actionable steps.

Manage influencer campaigns with Sprout Social. You’ll need to think about the expected ROI of your social influencer marketing campaign: how will you gauge the contributions of influencer posts to your overall marketing goals?. Running a successful influencer marketing campaign is not a set-it-and-go type of strategy.. With a plan set around your network, goals and what types of influencers you want to target, we go back to researching how to actually find the right influencers to work with.. Next, determine how you’ll be reaching out to them.. In this particular video, she’s partnered up with Gardener’s Supply Company to give away a product.. The brand gets increased visibility with Summer’s followers and she gets to keep them engaged with an interesting product.. Not all campaigns are successful but hopefully, you’ll learn with each one you create.. Still, while there are some unique considerations to working with influencers, setting up a campaign is the same as most marketing campaigns: research, set a budget, determine goals, find your influencers and review and revise.

Influencer marketing is on the rise, and there are some key psychological principles at play which underline why, and how, you should be tapping in.

In the past advertising used to be more overt, but now the factors that influence your decisions (the opinions of those you care about) are being presented before you every day – you may not have realized you want to purchase a new pair of boots, but that Insta post from your friend, including their trusted opinion, has started you on that pathway.. Look at any study of influencer marketing effectiveness and you’ll find that, logically, the opinions of friends and family are the most influential.. The theory, called ‘Dunbar’s Number’, is based on the work of anthropologist and psychologist Robin Dunbar, who, in studying primates, found that the size of the animal’s brain is relative to the social group they're able to maintain .. On the other, it’s not the whole group – based on this theory, if you can identify audience segments you want to promote your brand within, you only need to convince around 25% of people within said group to start seeing real momentum.. Definitely, signing up a big name celebrity will boost your brand awareness, but for those on a budget, or who are unable to use celebrities, it’s important to hone in on those people who are most active within their community groups, and to work to deliver content that caters to their needs, ideally using their presence to grow perception, and spark wider audience interest.

Videos

1. How the e-sports industry is joining the 'influencer' marketing trend
(MarketWatch)
2. Are you a SPORT BRAND looking for influencer marketing? || INFLUENCER MARKETING LAB
(Influencer Marketing Lab)
3. The Secrets of Influencer Marketing | Develop:Brighton 2019
(Develop:Brighton Conference)
4. Influencer Marketing That Needs to Stop
(Spencer Cornelia)
5. My Best Advice to Anybody That Wants to Become an Influencer | DailyVee 466
(GaryVee)
6. Influencer marketing: The importance of protecting the youth
(SBC)

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