It may also be necessary for authorities to look at engaging respective sports betting firms in more structured and constructive ways . It can also be a better model of cocreating and working with purpose and not at cross-purpose to both parties .
In developed economies such as the United States , 20 states have legalized betting to shore up winnings and reduce illegal gambling and money laundering . It is not yet known what the impact will be on the social structures with incidences of under-age betting or credit indebtedness .
The power of various sports personalities and athletes has become pronounced in the last number of years . Beyond the endorsements and earnings that sports personalities command , their integration of social media and other digital platforms has helped them propel their personal brands to stratospheric levels .
It must also be noted that sports betting has been a major contributor of sponsorships and other corporate social responsibility projects . It can be an undertaking for the firms to remit their winnings to a common Fund or dedicate the same to social welfare and sports infrastructure development .
Athlete Marketing
The power of various sports personalities and athletes has become pronounced in the last number of years . Beyond the endorsements and earnings that sports personalities command , their integration of social media and other digital platforms has helped them propel their personal brands to stratospheric levels .
Eliud Kipchoge , Kenya ’ s marathoner and currently biggest individual brand , leveraged on his world-record breaking feat in 2019 . From social impact projects such as the re-afforestation project with one of his sponsors , to engagements with the Tourism Board to promote local tourism ; he ’ s one of the few who have transcended beyond their sport , country and continent .
Last year saw the emergence of tennis star Naomi Osaka from the social justice campaign she supported on racial concerns in the United States . Adorning different apparel and pushing campaigns on her social media pages , she is another example of the power of the athlete . She ’ s currently the highest paid female athlete with major brands knocking on her door for the last few months .
Major events such as the Olympics and the ‘ Euros 2020 ’ will see popular sports personalities either win over new fans and brands too or shine the spotlight on social and economic ills . On the back of the ongoing pandemic , racism , and other societal encounters , it will be interesting to see who is brave enough to speak up .
Personalized Content Development
From podcasts which are targeting specific teams and brands to audio engagements on sports business - marketing , statistics and science , there has been an untapped market for personalized content . This has grown in the last few years and this will continue in the coming months as individuals stay put in their living quarters and reduced human and social interaction .
Sports media has also sought to personalize the experience for the discerning sports fan . With reduced to no live viewing of the sports activities , sports teams and events have sought to make their content as widely available as possible to its rich audience . This has also helped personalize these interactions as fans are able to tune in to the game ( s ) of their choice , present themselves or the values they treasure in their teams .
There is also a wide choice from where fans can choose which media to help get , view , or listen to their favorite sport . Freeto-air channels to cable TV , streaming online as well as pre-recorded materials , your modern sports fan has the best of all worlds .
Social Impact
Sports marketing has moved from its mainly commercial purposes to looking at social impacts by the sport and brands associated . The campaigns emerging after last year ’ s many incidences in the US and Europe , pushed athletes and players to voice their support to campaigns with social impact .
In England , Marcus Rashford may be a maverick on the football pitch , but his efforts off of it earned him national honors from the Queen of England . His campaign to secure food - free food for school-going children mustered great support from the citizenry . Imagining how it was impactful such a project has been a positive step in engaging students in school in the under-privileged in major cities in the UK .
Sports brands have also found it prudent to remove vestiges of social and cultural injustices in their stables . Major US Football changed or dropped their names which were insensitive to the history of the native Americans .
In Kenya , we have a long way to go for athletes to become more socially aware . We saw a few of them engaged by the Ministry of Health in creating awareness around the pandemic . A positive step in the right direction .
By and large , there will be trends that will enable sports to become more palatable and appreciated across different fans and audiences across the world . The challenges of the last year have given sports enthusiasts a shared responsibility . It has shown a world looking to globalize subtly go local and also appreciate the power of the individual . We ’ re living in unchartered waters and let ’ s enjoy the ride ! Happy 2021 !
Richard Wanjohi is a marketing enthusiast with interest in research and sports . You can commune with him on this or related matters via mail at : RWanjohi @ gmail . com or check his tweets @ rwanjohi .