Moments of Joy in Sports Marketing
I think about this quote a lot:
“Participate joyfully in the sorrows of the world. We cannot cure the world of sorrows, but we can choose to live in joy. “
Joseph Campbell
Whether we recognise it or not, we have a choice in everything we do. Always. As a guide and coach, I consider it my task to help others see life from this point of view.
To me, sports is one such vehicle to open us up to moments of joy. In light of and in spite of the challenging circumstances of today where wars - both actual and cultural - civil unrest, and political dissatisfaction is prominent in large parts of the world, sports somehow provides a mode of escape, and a place for joyous moments to crescendo - a space for connection, collaboration and activism.
It troubles me today that some leading brands and sports leagues spotlight the narratives of what I call ‘extreme competition’ and anti-Sportsperson Like actions. Too often it is the ugly part of sports that gets spotlighted algorithmically. The frankly over used, boring and dated ‘win at all costs’ aspect of sports remains prominent.
Today, sports is so heavily commercialised, and appears to be drifting from its community-oriented roots. Just look at the ticket price hikes in the Premier League. The likes of Aston Villa and Tottenham Hotspur have been heavily criticised by their own fans for their pricing of Champions League fixtures and older fans. While there are shadows being cast, there is also light. It is a universal law. Former Bayern president Uli Hoeneß said it best:
“We could charge more than €120 per season ticket. If we charge €350, we’d get €2 million extra, but what does that mean for us? The difference for a fan between €120 and €350 is enormous, and we do not believe that fans are like cows, which are milked. Football has to be for everyone. That is the biggest difference between us and England.”
Refreshing.
Access to sports matters. It has to. If elite sport is responsible for influencing so many athletes and stars of our time - people who have gone on to inspire others, then access is key. This goes beyond simply consuming online. It’s about experience and access.
Newly released research from Sky Sports is essential reading for all in the industry. In this lengthy and impressive piece of research, the headline cuts to the chase:
“Sport makes us happier, healthier, and better connected” Boom.
Full report can be found here
To tie this all back to one of my favourite quotes, and life philosophy from Joseph Campbell, sports - done right - plays a huge role in creating sparks of joy that each and every one of us needs (whether we recognise it or not) in our everyday lives. We can not control what happens around us, but for those of us in the industry, we can create the conditions and set the foundations for athletes and fans to strive and thrive. What a rewarding, and joyously important role we each have to play.