Sports marketing mainly concentrate both on the promotion of sports teams and events and the promotion of other services and products through sporting teams and sporting events (Pitts, 2017). It remains a service in which some of the elements promoted may be a brand name or a physical product. This paper discusses the main aspects of sports marketing in Asian countries.
The critical elements of sporting marketing in Asian countries include experience, emotion, engagement, and entertainment.
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Emotion
Sport is Emotional. In Asian countries, football arouses a high level of passion for all customers from all walks of life. Also, it creates a variety of different emotions for many people. Many researchers argue that emotion indicates a critical component in behaviors of humans, and it significantly affects the thought, decision as well as action (Funk, Alexandris & McDonald, 2016). Therefore, it seems that emotion remains a crucial psychological component linked to sport and consumers. In Asian countries, emotion remains the fuel, the driving force, on what the customer purchases. For instance, a customer is not going to buy a product that remains endorsed by individuals they disliked or earlier had a bad experience with the service/product. Customers shall purchase a product from people they feel they like; they are attached to or associate themselves with. Negative or positive, connected or not, emotion influences the decision-making process for most people, especially the customer. Therefore, when launching a professional football team in Asian countries, it is essential to consider the emotion
Experience
A sport such as football is indeed an experience that is quite different yet fascinating for each different customer. In Asian countries, the experience offers and creates value to the consumers, partners, clients as well as society in general. Experience may come in many different forms, which may be negative or positive. Experience can control and influence a particular perspective, as well as influence a customer's decision. Therefore to me, when launching a professional football team, the management has to consider things such as tickets, feelings, atmospheres, participation, and entertainment, among others, because all these play an important factor when consumers consider before evaluating their experiences. Each sporting event shall be different, and therefore making every experience different, may cause the business to succeed or fail.
Engagement
Sport brings and engages together customers who have a common goal, irrespective of the typical human differences. Asian countries often consider engagement as an important factor in sports marketing. To these countries, without engagement to the sport customer, their experience as well as attachment towards the football team can swiftly become negative, causing most of them (customers) to lose interest in the football team, and might result in permanent withdrawal. Therefore, the more engaged customers remain in their sport, the more the football team maximizes exposure for their brand. To the management, consistent engagement enhances the sports product. To the consumers, involvement increases a sense of attachment to the football team.
Entertainment
One of the key elements of sports marketing in Asian countries is entertainment. Sport entertains many people around the world. In Asian countries, the aspect of entertainment consists of post entertainment, mascot, mascot, half-term entertainment, and dancers. Entertainment often helps most of the professional football teams in keeping customer engagement as well as emotions high during the launching event of these teams. Therefore, managers of any football team need to develop techniques to assist in keeping the customers entertained for the rest of the event (launching event). When the customers are entertained, it will initiate positive emotions.
Conclusion
This paper discussed some of the significant elements of sports marketing. The key elements discussed in the paper include experience, entertainment, emotion, and engagement..
References
Funk, D. C., Alexandris, K., & McDonald, H. (2016). Sport consumer behaviour: Marketing strategies. Routledge.
Pitts, B. (2017). Sport marketing. Understanding Sport Management: International perspectives, 184.
