It’s Time for Sports Advertising to be Disruptive; How Sports Are Working to Grow Participation

An update to a previous post with new grow the sport initiatives from the PGA of America, USTA and women’s college basketball.

Andre Agassi Steff Graf Andre Agassi and Steffi Graf do “Storytime” for U.S. Tennis Association campaign.

Working in youth sports marketing is one of the most motivating professions, yet it has some of the most uninspiring advertising. Most of us are non-profit organizations with limited budgets, so advertising may not even exist at all.

I genuinely love the feeling of seeing something creative and disruptive. I want to share it. Unfortunately, in the youth sports space, I don’t have that many great examples to share.

The sports world has iconic campaigns like Coke’s Mean Joe Greene, Nike’s “Be Like Mike” or “Bo Knows,” and Reebok’s “Dan vs. Dave” and many others. But those are to sell product, not specifically aimed to get kids involved in sports.

USA Swimming research* shows the #1 competitor to youth swimming is inactivity itself. In anecdotal conversations with other sport leaders they see the same thing. It’s time for…

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Categories: Marketing

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