Sports marketing at DRIVE: much more than just ads and tickets

Yes, is that marketing? Or perhaps management? And what about public relations? Is that a separate area or does it belong somewhere else? These are questions that often arise in sports.

So let's start with a brief excursion into the realm of definitions:

• Management: The all-encompassing term for leadership, direction, and organization.
• Marketing: The name of a task—namely, marketing—within management.
• Public relations/PR: Public communication as part of marketing. This generally also belongs to management.

As we can see, this is a field with blurred boundaries. The intersections between sports management and sports marketing cannot be denied.

But let's focus on pure sports marketing. And that alone is a broad field. Because it's not just about selling ads and tickets. It's actually the basis for the performance of athletes and teams, for the success of a sporting event. That's because the person responsible for sports marketing takes on tasks that take time. Time that would be better spent by the athlete on training.

And that's all part of sports marketing: ticket sales or sponsorship, establishing communication and maintaining all channels, developing campaigns and implementing them. In fact, sports marketing is the support and marketing of an athlete, a team, or a sporting event. But it is also the promotion of products and services by sports organizations and clubs.

And what exactly is our role in this? The first step is to reach potential clients who are enthusiastic about sports and the athletes. This step also defines the main target group. Because that is our top priority when we work with an athlete or an event. It is very important that our athlete or event is the undisputed center of attention. Everything is built around them and tailored to their needs.

This means that we clearly define who our target audience is and how we will reach them. Who fits our athlete, our sport, our event, and what messages do we want to convey?

And beyond that? We bring an extremely comprehensive set of skills to the table. And understanding. Because we can handle a large portfolio of tasks. And we prefer to.

In this case, that means:

• We understand our clients and our target audience.
• We know how the sports business works—both nationally and internationally.
• We appreciate the role of sponsors and agents and work together with them.
• We collaborate with partners from a wide range of segments.
• We develop communication concepts and have contacts in the press. Everything is done with the athlete, the team, and the event in mind.

DRIVE has more than enough expertise in this area. Want some examples? We have them from soccer, tennis, hockey, sailing, track and field, and even softball.

Aufbau einer Kommunikationsplattform für den Nachwuchsbereich und die Fußballschule von Hannover 96.

Development of a communication platform for Hannover 96's youth division and soccer academy.

Concept, development, and design of communication measures for Hannover 96's youth training center (NLZ).

Anniversary book for DTV Hannover

Communication concept and website development for Beat Athletik

This also includes developing the website for ConSerious SporTManagement and managing press relations for the ATP Tennis Challenger tournament in Braunschweig.