Paris to Your Playground: Local Sports Marketing Strategies that Score
Ah, the Olympics—two weeks of watching the world’s finest athletes sweat, strive, and somehow make us believe that we too could become gold medalists if we just, you know, tried a little harder. But now that the final torch has been extinguished, how do you, as a local business, ride that Olympic wave all the way to your own backyard? The good news? The Olympic afterglow is real, and it’s the perfect time to level up your local sports marketing game.
The Lasting Impact of the Olympics: How Canada Keeps the Flame Alive
Sure, the athletes have gone home, but the excitement? That sticks around like glitter in your carpet. Canadians are no strangers to catching Olympic fever. After the Vancouver 2010 Winter Olympics, participation in local sports leagues across the country saw a noticeable bump. For example, youth hockey registrations surged by 11% the following year. And it’s not just about hockey. A report from ParticipACTION revealed a 19% increase in general physical activity levels among Canadians after the Toronto 2015 Pan Am Games.
Why should this matter to you? Because these post-Olympic participation spikes are a golden (pun intended) opportunity for local businesses to engage a newly motivated audience.
Leveraging Olympic Themes in Your Marketing: Go Big or Go Home
Let’s be honest—if you’re going to piggyback on the Olympics, you better do it with style. The key here is to channel those Olympic themes—think perseverance, unity, and excellence—into your marketing strategy. And if you want a masterclass on how to do it right, just look at some of the big players.
Take Nike, for instance. During the Tokyo 2020 Olympics, they rolled out their “Best Day Ever” campaign, a bold, high-energy montage showing what could be the best day ever in sports. Nike didn’t just sell shoes; they sold a vision of athletic greatness that anyone could tap into. Another example? Coca-Cola’s “I Belong” campaign during the same 2020 Tokyo Olympics—celebrating diversity and the unifying power of sports, they made everyone feel like they were part of something bigger. Now, your budget might not be Nike or Coca-Cola big, but the idea remains: connect your brand with those universal themes and make your audience feel like they’re on the winning team.
Creating Post-Olympic Events and Promotions: Play to Win
So, how do you keep the momentum going after the medals are handed out? Simple: bring the games to your community. Let’s take a page from McDonald’s playbook. They’ve been sponsoring local youth sports leagues across North America for years, often rolling out post-Olympic promotions that tie back to the main event. By sponsoring local soccer leagues and offering Olympic-themed Happy Meals, McDonald’s not only kept the Olympic spirit alive but also kept customers coming through the door.
Experiential Marketing: Transforming Spaces into Instagram-Worthy Destinations
In the world of sports marketing, experiential marketing is like the cherry on top of your strategy sundae. It’s about creating memorable, interactive experiences that not only engage your audience but also turn your location into a destination. A perfect example of this is the Pink Alley in Vancouver, specifically the Pink Alley Project in the downtown area. This vibrant space, complete with a pink basketball court, was designed to be more than just a place to pass through—it became a social media hotspot. Before the transformation, 75% of the alley’s visitors were men. Now, men make up only 58% of the visitors, showing a significant shift in perception. The once male-dominated space has become more welcoming to women, challenging the notion that back alleys are inherently dangerous for them.
By incorporating similar experiential marketing tactics—like colourizing playgrounds or sports courts to create visually appealing, photo-friendly spaces—you can drive traffic to your location and create a lasting impact on your community. These kinds of installations not only attract attention but also encourage social sharing, turning your marketing efforts into a viral sensation.
Building a Community of Sports Enthusiasts: Join the Fun
Now, this is where you really get to have some fun. Building a community around sports isn’t just about selling stuff—it’s about creating connections that last. Take Lululemon, for instance. They’re not just selling yoga pants; they’re building a community. Their free community yoga classes, often held in partnership with local studios, turn customers into brand ambassadors. And it doesn’t stop there—Lululemon’s events frequently tie into larger sports trends or events, keeping their brand at the center of the action.
For your business, this could mean hosting post-Olympic watch parties, organizing local running clubs, or sponsoring a local sports team. The key is to make your business the hub for sports enthusiasts in your area. Whether they’re die-hard fans or just caught the Olympic bug, you’re the place they want to be.
Take our long-time client, MJB Lawyers, as an inspiring example. Their tagline, “We are community,” isn’t just for show. They’ve been actively supporting regional sports activities in Kamloops and beyond, from backing the Kamloops Blazers Hockey Club to supporting the Kamloops Broncos and Kamloops Minor Baseball. By engaging with their local sports community, MJB Lawyers have solidified their reputation as a pillar of community support and teamwork. Their approach? Working as a team both within the office and around the community, making them a trusted name in the region.
Case Studies: Real-World Success Stories
So, even though the Olympic torch has been extinguished in Paris, the flame still burns bright in your community. By leveraging the post-Olympic momentum, you can create marketing strategies that not only score with your audience but keep them coming back long after the last medal is awarded. Now get out there and turn that Olympic afterglow into local marketing gold.
Don’t know where to start? Knock on our door any time—our team is ready to help you turn local marketing into a winning strategy!
