Attending a sport's event is both a planned and a random occurrence. Significantly, in a sporting event, the spectators wish to see the famous stars they like or to entertain themselves. The availability of money or financial stability is a factor that contributes to attendance as one has extra finances for traveling to such events ( Lyberger et al., 2015 ). Notably, spectators of women's events are mostly men who are accomplished and are looking for new exciting ways of entertainment ( Brown & Butler, 2019 ). Significantly, a crucial future nontraditional consumer group in sports marketing is the digital content audience.
Essentially, this group is increasingly becoming an easy target for marketers. The times are changing, and hence, mainstream advertising is slowly dying off as the world moves to the internet. This consumer group is significant as it includes a vast number of online viewers and users who prefer to view online content, for instance, on YouTube than on television. This group is mixed in terms of gender, preference, and profession, and hence, they are an excellent audience to pitch an idea in sports marketing ( Ghods, 2019 ). Mostly in nontraditional consumer groups, the spectators are the consumers who do not participate actively in sports but are fans. The participants would like to attend, and even maybe players in a particular game that they learn as a result of a marketing strategy.
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Significantly, identifying these nontraditional consumer groups is essential one can focus on one particular group. The unconventional marketing is an out of the way method that requires creativity to get the attention ( Ghods, 2019 ). This statement emphasizes the need to identify the group. There are various significant strategies, such as stealth marketing. In this strategy, the marketer excitingly infuses its product in video content. So, that the consumer of the video will not realize that it's an advertisement, online comedy videos may be useful. Additionally, the marketer may use stunt marketing where a fake headline that pops up as breaking news. This strategy will attract the attention of users of browsing applications as they want to know more about the heading but instead read or view information on a sporting event.
Reference
Brown, B., & Butler, B. N. (2019). Authentically communicating with women consumers. Routledge Handbook of the Business of Women's Sport .
Ghods, M. A. (2019). Entrepreneurial marketing: the missing link in social enterprise studies. Journal of Global Entrepreneurship Research , 9 (1), 39.
Lyberger, M. D. S. M. R., & Shank, M. D. (2015). Sports marketing a strategic perspective.
