The 4 Ps of sports marketing
When talking about the components of this concept, you’ll typically be discussing the 4 Ps of sports marketing. Combined, they offer a roadmap that associations can use to create impactful strategies that attract new members and generate new opportunities for non-dues revenues. Let’s take a look at each one in isolation.
P1 - Product
For associations, "product" encompasses guides, reports, and studies sold online, and intangible offerings, such as events, training opportunities, and networking platforms. Events themselves, whether in-person, virtual, or hybrid, are key products, alongside initiatives that promote shared values or the association’s mission.
In the context of the sports marketing mix, the "product" is often experiential. It might include the excitement of attending a live match or the community spirit generated by group activities. For associations, aligning their "product" with contemporary issues can make their offerings more relevant and appealing.
P2 - Price
The next of the 4 Ps of sports marketing is pricing, which again might seem like more of a corporate-focused term, however, it also applies in the association sphere. Due to the need to operate sustainably while also offering accessibility, it’s vital that organisations get their pricing right for their membership and ticketing for community events so that enough revenue is generated at the same time as making it affordable.
Modern associations cater to this need through the use of dynamic ticket pricing for high-demand events or early-bird discounts for registrations. Offering subsidised fees for youth and community programs also ensures inclusivity while fostering goodwill.
P3 - Place
The third P means ‘Place’, which in the sports marketing mix refers to how members and fans access programs, events, or resources, whether physically or digitally. It’s included because associations need to prioritise the offering of accessible venues while also broadening their digital services through virtual or live-streamed events.
A good sports marketing example here would be the introduction of mobile platforms for seamless access to events or offering live-streamed workshops to ensure all members can participate, no matter their location.
P4 - Promotion
Lastly, we have Promotion, which is the vehicle that amplifies an association’s programs, events, and initiatives. It’s a term that encompasses storytelling, campaigns, and partnerships that build solid connections with all stakeholders.
For instance, interactive social media campaigns can be employed where grassroots stories are shared to showcase the impact of your programs. Alternatively, associations might want to draw inspiration from MCI’s work with Ubisoft which exemplifies how targeted promotion can be used to build connections
The integration of the 4 Ps in association strategies
The 4 Ps of sports marketing don’t exist in isolation, rather they are typically blended to create strategies that connect with audiences while delivering tangible results. For instance, a training program (Product) offered at a competitive fee (Price), accessible both online and in-person (Place), and promoted through testimonials (Promotion) can increase member engagement and deliver meaningful outcomes.
Holistic campaigns
What might a typical holistic campaign look like when the 4 Ps of the sports marketing mix are combined? It could take the form of a youth sports festival that includes age-specific workshops at an easily accessible sports centre. It might also be complemented by early-bird and family package discounts and be advertised through the stories of past participants.
This is just one possible scenario, but the point is to deliver an experience that: has value, is accessible, and advertised in the most compelling way.
Expanding beyond the 4 Ps
As we’ve discussed, the 4 Ps of sports marketing represent the fundamentals, but of course, there is more to it than - something that we explore further now. Other ‘P’ elements that shape an association’s success include the following.
- People - Members, and volunteers are the core of associations. Engaging them through recognition programs, interactive events, and direct communication strengthens relationships and builds loyalty.
- Process efficiency - Whether using streamlined ticketing or automated event registration, smooth processes are crucial to enhancing member satisfaction. Mobile apps, for example, allow users to register, check schedules, and access resources in one place, simplifying the experience.
- Physical Evidence - Tangible aspects like well-designed merchandise, accessible facilities, and association-branded visuals reinforce an association’s identity. For example, eco-friendly event venue initiatives demonstrate a commitment to sustainability while leaving a lasting impression on attendees.
While these elements aren’t part of the traditional 4 Ps, they’re no less important to your sports marketing mix. Focusing on the people who drive your association, ensuring smooth and efficient processes, and creating a strong physical presence through tangible evidence can elevate your campaigns and events.
Need help developing your sports marketing mix? Talk to our experts
The takeaway from reading this article is that sports marketing for associations goes well beyond traditional approaches. By leveraging the 4 Ps and embracing future trends, organisations can look forward to deeper engagement and expanded reach. Success lies in balancing creativity with strategy, ensuring that every initiative delivers impact.
Achieving this success demands a clear understanding of all stakeholder expectations and the ability to adapt to changing circumstances. Whatever your approach, the aim is to build meaningful connections, streamline processes, and deliver tangible value.
If you’re in need of inspiration in this regard, MCI’s experts are here to help you raise your game. With decades of experience navigating global markets, we help organisations craft events that have real impact.
So, if you’d like to learn more about how we can help you, take a look at our full range of engagement services or enter your details into our contact form.
MCI Content Team
