Industry Deep Dive: Sports Guide
LET’S PLAY BALL For thousands of years, humans have gathered to participate in and watch as people wrestle, race, and score. Societally, sports foster a sense of community and hometown pride. They teach us about hard work, teamwork, accepting defeat, and how to celebrate both the big and little wins. But what does that have to do with promotional products? In this guide, we’ll take a deep dive into the sports arena, from professional teams to youth sports and everything in between, and show you ways you can add new clients to your roster, and even inspire your customers that are already purchasing from you for their teams’ needs with countless opportunities for promo. So let’s get in the game!
MAJOR LEAGUES Football. Basketball. Soccer. Baseball. Hockey. Whatever the sport, there’s no doubt there’s a team that you support. Kansas City Chiefs? Maybe the LA Lakers? This is the big time, where the stakes are high and the glory is even higher. We’re In the Major Leagues Now $2.45 billion The NFL pulled in in sponsorship money in 2023. sportspromedia.org $10.58 billion The NBA made in 2023. Statista.com Liverpool F.C. sold the most jerseys in 2023. boardroom.tv $970 million Top MLB team, the New York Yankees, have sold over in merchandise in 2023. medium.com Jalen Hurts of the Philadelphia Eagles is the player with the most merchandise sold bearing their name between September and November 2023. NFLPA.org DALLAS COWBOYS consistently rank among the top NFL teams in merchandise sales. fanarch.com image source: Getty Images
MAJOR LEAGUESBreaking into the professional sports market requires strategic planning, networking, and showcasing your value proposition. Here are a few ways you can get your foot in the door: Start by identifying key players, conduct thorough research to understand their brand, current promotional strategies, and sponsorship deals, and tailor your pitch to their specific needs and goals. MAJOR LEAGUE PROMOTIONAL MARKETING New York Rangers Gift Box www.nhlshop.com KEY PLAYERS • Venue Operators (Stadiums, Arenas, Fields, Aquatic Centers, Courts, etc.) • Concession Stands and Retailers • Local TV Networks or Radio Stations • Organizing Committees (event organizers for tournaments, playoffs, all-star games, etc.) • Fan Festivals and Public Viewing Events SHOOT YOUR SHOT Target local or minor league teams to build a track record in sports. Success at this level can serve as a case study and steppingstone to larger opportunities with professional leagues. Start Local or Regional Suggest starting with a smaller, pilot program to demonstrate the value of your products without requiring a large initial commitment. This can be a good way to prove your effectiveness and build trust. Offer Pilot Programs Approach current league sponsors and offer to co-develop promotional products that enhance their brand presence at sporting events. Sponsors often have the resources and influence to introduce you to league decision-makers. Collaborate With Sponsors Partner with other companies already in the league’s ecosystem, such as marketing agencies, event organizers, or other vendors. Joint pitches can strengthen your offering and increase credibility. Team Up With Complementary Businesses Other ways to get connected Be sure to also leverage your existing relationships by tapping into your network and facilitate new ones by attending industry events like sports marketing conferences and trade shows where you can connect with league representatives and corporate sponsors. UP YOUR STATS Become a preferred vendor for the NBA: Visit the NBA Supplier Gateway NFL: Apply for an NFL Players Association license MLB: Apply online to become an authorized retailer NHL: Contact the NHL directly to inquire about consumer product marketing
LA Dodgers Hoodie www.mlbshop.com Texas Rangers World Series Jersey www.mlbshop.com FC Dallas Samsung Phone Wallet www.mlsstore.com MAJOR LEAGUES Houston Rockets Belt Bag www.store.nba.com Boston Bruins Centennial Coaster Set www.shop.nhl.com Armed Forces Yankees Cap www.mlbshop.com Dallas Mavericks ISlide Gel Slide Sandals www.store.nba.com FC Cincinnati Graffiti Scarf www.mlsstore.com Cleveland Cavaliers Rock Em Socks www.store.nba.com 2024 Stanley Cup Playoffs Hockey Puck www.shop.nhl.com Gritty Can Cooler www.shop.nhl.com
COLLEGE SPORTS Take it from the southerner, nothing says fall more than college football where fans scream “Boomer Sooner!” and “Roll Tide!” throughout stadiums, bars, campuses, and more. And in the spring, March Madness bracket picks become a regular water cooler conversation. College sports are a way for spectators to cheer on their alma mater and get a sneak peek into the early careers of their favorite soon-to-be professional athletes. college athletics Ohio State earns the most revenue in the Big Ten with a total of $251 million annually. sports.usatoday.com Alabama earns the highest revenue in the SEC with a total of $214 million annually. sports.usatoday.com The NCAA (National Collegiate Athletic Association) made $1.29 billion in 2023 off of just college basketball. Sportico.com The Final Four teams during March Madness earned $19.3 million in revenue in 2024. businessinsider.com Omaha, home of the College World Series, sees a $90 million economic boost each year due to the championship series. Omaha City Council The 2023 College World Series was the most watched on ESPN ever with 1.65 million views, which was up 48% from 2022. espnpressroom.com
COLLEGE SPORTS COLLEGIATE PROMOTIONAL MARKETING Creativity is the name of the game when it comes to breaking into the college sports market. From leveraging opportunities like affinity licensing to partnering with student organizations and more, there are a multitude of ways to get in the game! KEY PLAYERS • College Athletic Departments • Campus Bookstores • Alumni Associations • Booster Clubs • Greek Life Organizations • Student Organizations and Clubs • Event Organizers • Corporate Sponsors and Partners Affinity licensing provides a personalized, full-service brand management solution, combining over 100 years of expertise with superior customer service and innovative technology for brands to achieve success with integrity. CLC is uniquely positioned to deliver consumer connections and brand visibility for collegiate institutions through impactful licensed merchandise strategies and innovative marketing platforms. Obtain Licensing Agreements: shoot your shot Create targeted proposals for individual colleges or university departments, student organizations or academic programs. For example, offer custom merchandise tailored to specific campus events. Partner with alumni associations to offer custom merchandise for their events and fundraisers. Success with alumni can lead to introductions to university administration and athletic departments. Organize workshops or seminars on campus to showcase your promotional products and services. This can build relationships with key campus decision-makers and demonstrate your commitment to the college community. Offer special promotions or discounts tied to specific college events or seasons, such as back-to-school or sports season kick-offs. These promotions can attract interest and demonstrate the value of your products. Sponsor campus events, such as sports games, club activities, or academic conferences. Use these sponsorships as opportunities to distribute your promotional products and increase visibility among students and staff. Participate in local community events tied to the college. Providing branded items at these events can enhance your visibility and connect you with potential college clients. Other ways to get connected: Join college sports marketing associations to network and stay updated on market trends and participate in industry trade shows or college sports expos to showcase your products and connect with potential clients. Collegiate Sports Management Group NACDA Convention National Retail Federation Big Show Develop Campus-Specific Initiatives Leverage Alumni Networks Host Campus Workshops Provide Seasonal Promotions Engage in Campus Sponsorships Engage in Local Community Events
COLLEGE SPORTS TCU Horned Frogs Stadium Seat www.shopncaasports.com USC Trojans Zoom Pegasus Nike Shoe www.shop.usctrojans.com Tennessee Volunteers Fan Accessories Pack www.shop.utsports.com LSU Tigers iPhone Glitter Case www.lsushop.net Baylor Bears Neck Pillow www.shopncaasports.com Auburn Tigers 24-Can Cooler www.shopncaasports.com Ohio State Buckeyes Stainless Steel Ice Shaker Bottle www.fanatics.com UConn National Champions Pennant www.shopncaasports.com North Carolina Tar Heels Basketball Shorts www.shop.goheels.com Nebraska Huskers Silicone Watch Band www.shopncaasports.com Shedeur Sanders Colorado Buffaloes Football Jersey www.shop.cubuffs.com
The subject of so many 80’s movies and 90’s drama filled teen-shows: high school sports. The popular team captain, the nerdy alternative girl. Classics. Not to mention, you’ll see a trend in the stats where high school football is a BIG deal in Texas. FRIDAY NIGHT LIGHTS $94 million Prosper ISD was the most expensive Texas high school football stadium ever costing Dallasobserver.com 54,347 fans In 2013, a highly-anticipated face-off between Allen vs Pearland High School in Texas shattered national records with an incredible texasfootball.com in attendance in one game. FRIDAY NIGHT LIGHTS
FRIDAY NIGHT LIGHTS When it comes to sports marketing and high schools, the opportunities vary quite a bit from professional and college sports. From athletic boosters to community partnerships, adding high school sports teams to your client roster is less about breaking into the market and more about maximizing your reach. HIGH SCHOOL PROMOTIONAL MARKETING KEY PLAYERS • High School Athletic Departments • Booster Clubs and Parent-Teacher Organizations • School District Administrators • Local Sports Retailers • Student-Athlete Organizations • Community Organizations • Local Media Outlets • Event Organizers • Local Entrepreneurs SHOOT YOUR SHOT Work directly with school districts to offer customized promotional products for all their high schools, rather than focusing on individual schools. Sponsor or participate in district-wide events, such as sports days or district championships, to increase visibility. This can lead to larger, multi-school deals. Engage With School Districts Partner with high school athletic booster clubs to provide custom merchandise for fundraising efforts. Booster Club Collaboration Create and deliver sample packs with items like custom water bottles, drawstring bags, or rally towels featuring the school’s logo. This allows decisionmakers to see and feel the quality of the products and service you can offer. Provide Sample Packs and Demo Kits Collaborate with local businesses that already work with the school, such as uniform suppliers or local sports shops, to offer joint promotions or bundled services. Collaborate With Local Businesses From Booster Club meetings to open houses or sports banquets, set up a booth or table at a school event to showcase the types of products or services you can offer. Host or Attend School Events
Football Award on Walnut Base www.us.stregisgrp.com Liberty Duffle Bag www.1stplacespiritwear.com Stadium Bleacher Chair www.sideline.bsnsports.com Fan-ta-Sticks Noisemakers www.galaxyballoon.com Ogio Carbon Backpack www.spiritshop.com Gildan Stadium Blanket www.1stplacespiritwear.com FRIDAY NIGHT LIGHTS Colorblock Raglan Anorak Warmup Jacket www.sideline.bsnsports.com Port Authority Mountain Lodge Wearable Blanket www.sideline.bsnsports.com Embroidered Wool Blend Flat Bill Snapback Cap www.prepsportswear.com JERZEES NuBlend® Colorblock Raglan Hooded Sweatshirt www.prepsportswear.com Sport-Tek Competitor Sleeveless Hoodie www.sideline.bsnsports.com
This is where the love of sports begins. From the kiddo at swim practice at the local rec center turning into an Olympic swimmer to the Little League on a warm summer evening. These youth team sports teach kids the value of teamwork, discipline, resilience, sportsmanship, and more. From an early age, these are the lessons that will extend beyond the field to help shape a child’s character and future success. The Littlest Leagues & Club SPORTS LITTLE LEAGUE Little League® is a registered trademark! The Little League ® Baseball World Series saw a record breaking attendance in 2015 with 469,964 people in attendance. Littleleague.org The Little League ® has a mascot named Dugout that was created by Disney artists and debuted at the Little League ® Baseball World Series in 1985. Littleleague.org There are over 9,000 community parks and rec centers in the United States. causeiq.com Rec centers earn over $4 billion in revenue each year. causeiq.com Little League is played in more than 80 countries and in all 50 states. Littleleague.org
Getting your foot in the door with Little League organizations as a promotional products distributor requires a tailored approach, focusing on the unique needs and dynamics of youth sports. LITTLE LEAGUE PROMOTIONAL MARKETING LITTLE LEAGUE KEY PLAYERS • Venue Operators (such as parks, fields, rec centers, and gyms) • League Organizers (such as the league president, commissioners ,athletic directors, and coaches) • Booster Clubs and Parent-Teacher Organizations • Fundraising or Sponsorship Coordinators shoot your shot Venue operators likely need promotional products for signage, staff, vendors, and more. Include items like branded water bottles, hand sanitizers, or first-aid kits in your packages, addressing needs and brand visibility. Work directly with school districts to offer customized promotional products for all their leagues, rather than individual leagues. Create affordable, all-in-one packages that include jerseys, caps, and pants, complete with team logos and player names/numbers. Offer packages that cater to various age groups and divisions. Introduce a profit-sharing model where a portion of sales from promotional items goes back to the league, incentivizing them to promote the products more actively. Approach current league sponsors and offer to co-develop promotional products that enhance their brand presence at sporting events. Sponsors often have the resources and influence to introduce you. Provide options for branded t-shirts, hoodies, and hats for parents and supporters. This not only promotes team spirit but also generates additional revenue for the league. UP YOUR STATS Little League® works extensively with licensed partners to produce and market on-field products and general retail products as well as services that are featured in top retail stores. Learn more and obtain Little League licensing here. Approach Venue Operators Connect Directly With League Organizers Offer Customized Team Packages Leverage Fundraising Opportunities Collaborate With Sponsors and Local Businesses Engage With Parents
LITTLE LEAGUE Silicone Wristbrand www.shoplittleleague.org Star Action Baseball Award www.alsrubberstamp.com Little League Keystone Emblem Crew Socks www.shoplittleleague.org Little League Baseball Stitch 20 Oz Stainless Steel www.shoplittleleague.org Koozie Chair with Can Cooler www.kooziegroup.com/us USA Flag Baseball Medal www.simbaline.com Koozie® Backpack Cooler Chair www.kooziegroup.com/us Little League Keystone Emblem Souvenir Baseball www.shoplittleleague.org Little Leagure Tshirt www.shoplittleleague.org New Era Keystone Emblem Logo Youth Snapback Cap www.shoplittleleague.org Little League Mascot Plush Dugout www.shoplittleleague.org
SPORTS CATALOG With SAGE, you can create custom catalogs and company stores exclusively for your schools and prospects to pitch new ideas, allow for streamlined reordering, and more. MORE WAYS TO SELL Print Studio Catalogs Get started with our Sports Promos themed endbuyer friendly catalog. Or create your own in the SAGE Print Studio! The Print Studio is your one-stop shop for creating digital or printed custom catalogs and flyers, as well as ordering printed copies of our premade themed catalogs. WAYS TO USE THEM: • A Leave Behind • A Direct Mailer • A Hand-Out • An Addition to Your Orders GET STARTED Just click on the Print Studio menu option on the leftside navigation to get started. We’ve even got a stepby-step guide here to show you how to use the SAGE Print Studio and create and order your own custom catalogs, flyers, and more! SAGE Company Stores A company store is a custom web store built for your client and stocked with only their branded merchandise. With a company store, you can customize your customer’s store to match their branding and even incorporate additional products, with their team’s logo to inspire potential upsell opportunities. A company store gives your customers’ employees, teams, students, parents or more the ability to order their own items online and at their leisure, exponentially streamlining the ordering process, and alleviates any branding inconsistencies. Plus, with the new SAGE Starter Stores, it’s even easier to pitch your customers with pre-built stores designed with industry-specific themes like Schools or Team Spirit, and prepopulated with relevant products. GET STARTED Do you have some customers in mind that you think would benefit from a company store? Let us help you get started! Contact your account advisor, or if you want to dig a little deeper, check out our resources page for additional info on company stores like best practices, a company store checklist, and more.
SPORTS PRODUCTS Acrylic Knitted Beanie Toque Yorkin Inc SAGE 69488 Aluminum Track Field Relay Batons Great Lake Images SAGE 52368 Magnetic Clip Leather Waffle Label Golf Towel Creative Promotion Inc SAGE 52252 Professional Frequent Flyer Evans Manufacturing SAGE 50018 Custom Econo Medal CNIJ Inc SAGE 50525 Golf Bag 6 Can Event Cooler PCNA SAGE 52344 Mesh Baseball Jersey Soardist SAGE 51482 Pickleball Paddle Athena Promo SAGE 68136 Pitchfix Hat Clip with Ball Marker Simba SAGE 50100 Swim Goggles Cap Nose Plug and Earplugs Promo Elec SAGE 51761 If you’re looking for more opportunities that extend beyond professional leagues and schools, consider tapping into your local recreational leagues for additional promotional opportunities. MORE WAYS TO SELL KEY PLAYERS • Local Recreational Departments (such as co-ed leagues) • Parks and Recreation • YMCA/YWCA • Amateur Athletic Union • Fitness Centers and Gyms • Country Clubs • Sport and Social Clubs • Golf Courses • Social Media Meetup Groups Size 5 Soccer Ball Yorkn Inc SAGE 69488
LET’S GO FIGHT WIN The world of sports offers a dynamic and passionate environment where promotional products can make a lasting impact. From professional teams to local leagues, there’s a wealth of opportunities to connect with new clients and deepen relationships with existing ones. Whether you’re helping your teams enhance their game day experiences with practical gear or fueling team pride with custom apparel, the possibilities are endless. So, let’s turn those possibilities into reality. Get ready to score big with your promo pitch and watch as your client roster grows into an all-star lineup.
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