¿Cómo puedes ayudar a los estudiantes a comprender el papel de las experiencias deportivas en el marketing deportivo?

Experiential learning in sport business is not just important, it is the best way to build a student's experience and help them kickstart their career in the sports industry. Also, experiential learning keeps faculty current on industry trends and practices and helps create a better learning environment for everyone. Working in sports is demanding but rewarding, and experiential educational experiences are the best way to take your first step in learning more about the specific tasks. Networking is also key and typically experiential learning experiences are the way to set the foundation of your future network.

In both of my college education experienced the hands on practical work was the best way for me to figure out what I wanted to do in my career. Offering a variety of opportunities for students to learn and gets hand on with sport helps them to figure out where they want to go on their path. Important things to note, however, is to support students in any path they chose. If an experience wasn’t for them, don’t push them down that road. Too many times I’ve seen ticketing roles forced on students when their gift is somewhere else. Everyone’s got a place, don’t force students into a role they’ve tried and didn’t like either or they’ll leave sport entirely.

You have to go among the fans of the club you sponsor or where you are going to work. You have to go to the queue to buy a ticket, you have to install an app that helps you understand the consumer experience and you have to consume sport. You have to put on some sneakers and go for a walk, you have to wear a coat for the rain and wear it in winter, you have to experience as much as possible so you can be the best marketer possible. Sports marketing doesn't come from books, it comes from experiences - and, of course, it's a good idea to combine these experiences with as much knowledge about marketing as possible, which you can apply in any context and in any type of product or service.

If you give your students an insight in the history of a certain sport in a cultural environment it helps them to understand why it's so important for the people. Understanding that is key to finding triggers to draw people to events etc. The approach to market sports can therefore be much more authentic and pure. It'll help to be successful.

Sports experiences mirror life experiences in every imaginable way. It can and should be regarded as a Rites of Passage. It is an opportunity to learn how to stand in one's own integrity. It is how participants development a sense of accomplishment with a willingness to totally engage themselves in a process without outcome concerns.

I had the most success in my early years of teaching sports marketing. I had the students create, sell, and implement a variety of sports promotions related to our high school sports events/games. From title sponsorships to "fan fun" events. There is perhaps no better teaching tool than doing--when possible. When that option was no longer viable, I would have students use a hypothetical small university that I "created," and they developed proposals, marketing plans, promotion plans, etc., based on that university. Some students were fortunate to secure internships, which took learning to an entirely different level.

As a sports enthusiast, I believe students can grasp the nuances of sports marketing by translating their passion into action. Volunteering and actively participating in organizing events offer hands-on experiences, providing valuable insights into the dynamics of sports marketing. Engaging in such activities not only fosters a deeper understanding of the industry but also opens doors to networking opportunities with professionals. By immersing themselves in the organizational aspects of their favorite sports, students can bridge the gap between theory and practice, gaining practical knowledge crucial for a successful career in sports marketing.

During the Grupo LX consolidation period as one of the leading agencies in the football market in Brazil, I created a program to offer opportunities in the sports market to students completing their courses. And one of the great lessons learned was that the majority expected the work to be entertainment. They will experience unique access, tickets, be close to their idols and as they say today, have a highly Instagrammable job. The way I managed to bring really good young professionals to the team was showing them the process, which involved responsibilities ranging from admin and financial, to all stages of production. That without teamwork, without success through innovation, they would never reach that desired prominent position.

Event Marketing: Organizing and promoting sports events such as tournaments, matches, or competitions. Creating engaging fan experiences during live events, including halftime shows, fan zones, and interactive activities. Digital Marketing: Utilizing online platforms and social media to reach a global audience. Running digital campaigns, creating shareable content, and leveraging influencers to increase brand visibility. Sponsorship Activation: Maximizing the impact of sponsorships by creating interactive activations. Integrating sponsors into the fan experience through branded merchandise, giveaways, and on-site promotions.

I found the most success with providing a little "guided autonomy" and having students select the experiential aspect they wanted to develop. A little ownership can go a long way. Start small and get bigger based on the students' appetite for challenges and willingness to learn what is necessary to tackle more challenging experiences.

Many of our student athletes take a sports marketing course. Pairing your passion for the sport along with learning about marketing is key. Learning from your own sports experiences or conducting an informational interview of another athlete can be very valuable.

One key factor is ensuring that the experience is aligned to the desired or expected learning outcomes. This will help match the instructional method with the actual learning in relation to the curriculum

Lead by example - invite students to an actual event to indicate how the real-time marketing is successfully deployed once the games kick off. Every single match provides multiple opportunities to promote brands and strengthen the relations thanks to a special bond between a sports fan and a sport entity.

Determining Learning Outcomes: Identify the learning outcomes you want your students to achieve from their sports experience. Align these outcomes with curriculum goals and standards. Choosing the Appropriate Sports Experience: Choose the type of sports experience that is most appropriate and applicable to your curriculum. Consider various options such as team sports, individual sports, sports-related projects, sports events or collaborations with local sports organizations. Providing Necessary Resources and Support: Provide the resources, facilities and support necessary for your chosen sporting experience. Enrich the experience by collaborating with local sports clubs, organizations or professionals.

Developing and distributing engaging sports-related content, such as articles, videos, and podcasts. Building a brand narrative and connecting with fans through storytelling.

Understanding consumer behavior is crucial in sports marketing as it allows students to comprehend how individuals make decisions related to sports experiences. By delving into consumer behavior, students can analyze factors like motivations, preferences, and purchasing patterns, gaining insights into why certain sports experiences are sought after and how they influence marketing strategies. This approach emphasizes empathy and perspective-taking, encouraging students to envision themselves as consumers and understand the significance of catering to their needs and desires in sports marketing campaigns.

O sucesso de uma equipe esportiva passa em elaborar seu objetivo principal. Nesse sentido, a cultura do clube é estabelecida em função da vontade de seus torcedores e adeptos. Se esses torcedores, por exemplo, entendem que sua equipe de futebol deve ter uma filosofia de jogo agressiva, seus gestores deverão trabalhar em função dessa cultura e desenhar toda a gestão integrada de forma a buscar esse objetivo. Foi a filosofia que transformou a equipe do Barcelona em uma das equipes mais vencedoras da era Messi. A integração gestão com torcedores foi uma parceria de sucesso calcada em um trabalho exuberante do marketing do clube. Época em que se criou o slogan: "Mais que um Clube".