{"id":38252,"date":"2016-08-02T08:13:54","date_gmt":"2016-08-02T08:13:54","guid":{"rendered":"https:\/\/blog.buzzoole.com\/?p=38252"},"modified":"2018-05-29T10:26:12","modified_gmt":"2018-05-29T08:26:12","slug":"influencer-marketing-the-sports-industry","status":"publish","type":"post","link":"https:\/\/blog.buzzoole.com\/en\/campaigns\/influencer-marketing-the-sports-industry\/","title":{"rendered":"Influencer Marketing and the Sports Industry &#8211; Part 1"},"content":{"rendered":"<p><i><span style=\"font-weight: 400;\">This is the first part of the two-part series on influencer marketing &amp; the sports industry. It talks about the importance of influencer marketing to sports brands, and highlights examples of companies that have partnered with long-tail influencers to promote their offerings. <\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\"><strong><!--more--><\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Every few months, a new Nike advert hits the scene. <\/span><span style=\"font-weight: 400;\">Featuring Cristiano Ronaldo, Rafael Nadal, Kobe Bryant and other high-profile stars. <\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/Bv09DRd4lsM\" width=\"554\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">They make it seem like if you don&#8217;t own Nike&#8217;s workout gear, you&#8217;re missing out, in the sense that you&#8217;re not reaching your full potential. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is a classic case of influencer marketing. Nike leverages the <\/span><a href=\"https:\/\/blog.buzzoole.com\/influencer-marketing\/celebrities-vs-influencers\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">power of celebrities<\/span><\/a><span style=\"font-weight: 400;\"> to get their marketing message across worldwide audiences. But it&#8217;s nothing new; sports brands have been leveraging the star power of celebrities since decades. These campaigns don&#8217;t intrigue me, to be honest. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">What does excite me, however, is the presence of peer-to-peer influencers (aka. <\/span><a href=\"https:\/\/blog.buzzoole.com\/brands\/build-brand-reputation-long-tail-influencers\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">long-tail influencers<\/span><\/a><span style=\"font-weight: 400;\">) in sports marketing campaigns. <\/span><b>Peer-to-peer influencers<\/b><span style=\"font-weight: 400;\"> are key individuals who&#8217;re <\/span><b>partnering with sports brands on young digital media channels<\/b><span style=\"font-weight: 400;\"> like <\/span><b>Snapchat, Vine and Instagram<\/b><span style=\"font-weight: 400;\">. Sports brands are working with them to reach niche audiences, even though they don&#8217;t have a big following.\u00a0<\/span><\/p>\n<p><b>Sports Brands Are Realizing the Opportunity in Long-Tail Influence <\/b><\/p>\n<p><span style=\"font-weight: 400;\">It is the power of relevance and word-of-mouth that has allowed peer-to-peer influencers to create a successful business model on Vine, Instagram, Snapchat and other digital media channels. The niche darlings have a high affinity with &#8220;sports lovers&#8221;, which is why they resonate so well with the audience. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sports brands of all kinds &#8211; activewear companies, sporting goods brands, sports equipment manufacturers, etc. &#8211; realize that peer-to-peer influencers can have a significant impact on the performance of their respective marketing campaigns. <\/span><a href=\"https:\/\/www.instagram.com\/flywheelsports\/?hl=en\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Flywheel Sports<\/span><\/a><span style=\"font-weight: 400;\">, for example, partnered with a new mother to showcase the results its products can deliver. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-38253 size-full aligncenter\" src=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2016\/08\/the-sports-industry.png\" alt=\"the sports industry\" width=\"935\" height=\"594\" srcset=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2016\/08\/the-sports-industry.png 935w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2016\/08\/the-sports-industry-300x191.png 300w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2016\/08\/the-sports-industry-768x488.png 768w\" sizes=\"(max-width: 935px) 90vw, 935px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The before-and-after image became the most popular Instagram post for the sports brand in 2016. The influencer showed how she used a Flywheel Sports&#8217; product to achieve a personal goal. The brand tagged the influencer to send traffic to her Instagram account, and used relevant hashtags to gain traction for its own Instagram account, a smart co-marketing tactic. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using the influence of normal people, like in the example above, results in a powerful legitimacy. It works best on platforms like Instagram, where the influencer\/brand can post images and videos of a sports offering in action.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Apart from sporting brands that target the usual sports-loving audience, extreme sports brands are also using influencer marketing to connect with their target audiences. <\/span><a href=\"https:\/\/www.youtube.com\/user\/GoProCamera\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">GoPro<\/span><\/a><span style=\"font-weight: 400;\"> (can be considered as a brand that targets extreme sports lovers), for example, sponsors long-tail influencers to record footage of their extreme sporting session. The brand partners with extreme sports influencers in different segments, from snowboarding to kayaking. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here&#8217;s a GoPro sponsored video:<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/yB7kXJaE3po\" width=\"554\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">What GoPro does better than other brands is that it takes the time to pick influencers in different extreme sports disciplines and then reaches out to them with a partnership offer. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another aspect to note about GoPro and other extreme sports brands is that they&#8217;re asking niche influencers to spread the word through digital media channels as they&#8217;re cost-effective for the brand. As for the niche influencer, any video or image he\/she shares will likely be seen by his\/her followers immediately because of deep relationship he\/she shares with them. <\/span><\/p>\n<p><a href=\"https:\/\/www.instagram.com\/billabong\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Billabong<\/span><\/a><span style=\"font-weight: 400;\"> is another example of an extreme sports brand that is utilizing the influence of extreme sports enthusiasts to reach global audiences. It has the hashtag <\/span><a href=\"https:\/\/www.instagram.com\/explore\/tags\/billabongwomens\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">#billabongwomens<\/span><\/a><span style=\"font-weight: 400;\"> for promoting its female activewear line. Niche influencers are sharing images and videos while wearing Billabong sports attire along with the hashtag on Instagram, Facebook, and other digital channels. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-38254 size-full aligncenter\" src=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2016\/08\/influencer-marketing-sports.png\" alt=\"influencer marketing sports\" width=\"812\" height=\"595\" srcset=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2016\/08\/influencer-marketing-sports.png 812w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2016\/08\/influencer-marketing-sports-300x220.png 300w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2016\/08\/influencer-marketing-sports-768x563.png 768w\" sizes=\"(max-width: 812px) 90vw, 812px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Billabong women are females of different ages who show they&#8217;re feeling great in the brand&#8217;s sports gear. The company uses that to its advantage to target new customers. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Conventional advice in influencer marketing says that brands should choose experienced influencers, but brands like GoPro and Billabong are proving that peer-to-peer influencers add credibility to the marketing side of the sports industry and offer a decent reach. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, what is apparent in the majority of influencer marketing campaigns involving long-tail influencers is the <\/span><a href=\"https:\/\/blog.buzzoole.com\/social-media\/hashtags-use-advantage\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">use of hashtags<\/span><\/a><span style=\"font-weight: 400;\">. Sporting brands are creating their own hashtags or co-creating them with influencers to help the audience of the influencer discover their brand. Sports companies are also taking advantage of the fact that any hashtag mentioned by a peer-to-peer influencer would come off as a genuine recommendation rather than a promotion. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Clever brands like <\/span><a href=\"https:\/\/twitter.com\/UnderArmour\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Under Armour<\/span><\/a><span style=\"font-weight: 400;\"> recognize the relationship element between the consumer and the influencer, which can&#8217;t be replicated by any other form of marketing and so they&#8217;re working with influencers on digital channels to create influential campaigns. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-38255 size-full\" src=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2016\/08\/sports-industry.png\" alt=\"sports industry\" width=\"422\" height=\"411\" srcset=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2016\/08\/sports-industry.png 422w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2016\/08\/sports-industry-300x292.png 300w\" sizes=\"(max-width: 422px) 90vw, 422px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The hashtag <\/span><a href=\"https:\/\/twitter.com\/hashtag\/teamua?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Ehashtag\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">#teamUA\u00a0<\/span><\/a><span style=\"font-weight: 400;\">has been used by a variety of long-tail influencers, including sports teams who have a small, but influential presence on platforms like Snapchat and Twitter. <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-38256 size-full\" src=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2016\/08\/sports.png\" alt=\"sports\" width=\"571\" height=\"563\" srcset=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2016\/08\/sports.png 571w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2016\/08\/sports-300x296.png 300w\" sizes=\"(max-width: 571px) 90vw, 571px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Such posts are creating a lot of goodwill for Under Armour. In some instances, the brand doesn&#8217;t even reach out to the team to offer them a chance to be a part of its influencer marketing campaign. It&#8217;s the other way around, with niche influencers chasing Under Armour for an <\/span><a href=\"https:\/\/blog.buzzoole.com\/influencer-marketing\/the-role-of-co-creation-in-influence-and-marketing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">opportunity to co-create<\/span><\/a><span style=\"font-weight: 400;\"> marketing campaigns. <\/span><\/p>\n<p><b>What&#8217;s The Takeaway Message? <\/b><\/p>\n<p><span style=\"font-weight: 400;\">The key differentiator between influencer marketing and other tactics is that the former doesn&#8217;t take the &#8220;armchair&#8221; approach. It gives brands the ability to really touch the heart of consumers through people that hold the same passion as them about a particular sports, rather than through the motivational utter of celebrities. Influencer marketing brings them closer to the real sweat and experience, as people influencing them aren&#8217;t someone with skills like Roger Federer or stamina like Usain Bolt. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">In <a href=\"https:\/\/blog.buzzoole.com\/campaigns\/influencer-marketing-sport-industries\/?utm_source=blog&amp;utm_medium=post&amp;utm_campaign=sport_industries\" target=\"_blank\" rel=\"noopener\">the second part of this series<\/a>, you&#8217;ll learn how to properly execute an influencer marketing campaign for a sports brand. Till then, tell us what you think of the examples given above.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This is the first part of the two-part series on influencer marketing &amp; the sports industry. It talks about the importance of influencer marketing to sports brands, and highlights examples of companies that have partnered with long-tail influencers to promote their offerings.<\/p>\n","protected":false},"author":10,"featured_media":38259,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[550],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Influencer Marketing &amp; the Sports Industry - pt1<\/title>\n<meta name=\"description\" content=\"How can influencer marketing fit the sports industry? Here are some data and examples you should know. Sport and long-tail influencers are a great match.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.buzzoole.com\/en\/campaigns\/influencer-marketing-the-sports-industry\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Influencer Marketing &amp; the Sports Industry - pt1\" \/>\n<meta property=\"og:description\" content=\"How can influencer marketing fit the sports industry? Here are some data and examples you should know. 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