SPORTS STUFF WE KNOW

Sports advertising can, and often should, reach beyond the die-hard fans. But the hardcore folks are guaranteed to see your messaging, so it must not turn them off.

Sometimes the team wins. Sometimes it loses. In some sports, it ties or gets rained out. Creatives must plan for disparate on-field results, both from teams and individual competitors.

Sports compete with all other forms of entertainment, not just other sports properties.

Sports have a seasonality a lot of other products don’t. One must prepare accordingly.

Players get hurt, traded, optioned, sold, transferred, and designated for assignment. One must plan for such eventualities in messaging.

Athletes have unique schedule requirements most talent does not. One must plan around them. Don’t plan to shoot with a baseball player on an offday during the season unless you’re paying a bankload of money.