Not all Sports Fans are created equal

Step one of developing a marketing plan is to determine your goals and measurements; next is determining who it is who you want to reach, and how you want to do it. The message, platform, and timing of your campaign all play a role in the outcome. Understanding what will resonate with your viewer is what separates the winners from the losers. Often, business owners fall into the trap of trying to be everything to everyone, or not looking closely enough at what makes up their customer base - and while there’s no “harm” in appealing to a large audience, you have a better shot at attracting new customers if you’re a better match for their needs. 

‍

Take for example the Super Bowl, and the Olympics. Businesses that want to reach men will often target “Sports” content. And while the two events have a number of obvious similarities, they are different in key ways. Commercials and ads that would play well with one, wouldn’t necessarily fit for the other. Imagine seeing a Draft Kings ad during Pairs Figure Skating, it would feel off. 

‍

Both the Super Bowl and the Olympics are huge events in the sporting world, attracting millions of passionate, actively engaged viewers watching live, sharing on social in real time, and tuning in for a variety of reasons. 

‍

Where the Super Bowl focuses on one night of intense attention, drawing viewers in not only for the athletics, but also the ads and entertainment promised to be Monday’s watercooler talk. The  Olympics engages fans with sustained attention over several weeks, following multiple sports, stories, and athletes. The narrative is more “identity-driven” with recurring themes of diversity, inspiration, and national pride, than the “entertainment- focused” Super Bowl Sunday watch party. 

‍

Which one sounds more like your brand, or your marketing goals? Long-form, story-telling, values-based engagement? Or short burst, buzz-worthy broad appeal that will have people talking? 

‍

If you have a short, key sales moment, like a promotion, or a limited-time offer - think like a Super Bowl marketer, go for high-impact, attention-grabbing messages that work in a short window. Understand that this segment is looking for something quick, simple, and easy to understand. Offers should jump out at the viewer, and social engagement will be light, humorous, and casual. 

‍

If you’re promoting ongoing engagement for extended promotions, community events (elections etc.) or big ticket products that don’t have big discounts, take a cue from the Olympics coverage and build a narrative over time, with multiple touchpoints and deeper story-telling. This segment will appreciate longer form conversation, and developing values to build loyalty. 

‍

So what does this mean for small and mid-sized businesses? It means you don’t market to “sports fans.” You market to mindsets.

Even within your own customer base, there are “Super Bowl” customers and “Olympic” customers:

• The deal-driven buyer who responds to urgency and clear incentives.
• The values-driven buyer who wants to understand who you are and why you do what you do.
• The entertainment-seeker who shares clever content.
• The community-builder who shows up repeatedly and brings others along.

When you blur those audiences together, your message becomes diluted. When you segment them properly, your marketing sharpens.

Before launching your next campaign, ask:

• What emotional state is my audience in when they see this message?
• Are they looking for excitement or reassurance?
• Is this about urgency or relationship-building?
• Do I need immediate action, or long-term engagement?

Not all sports fans are created equal — and neither are your customers.

The brands that win aren’t the loudest. They’re the most aligned.