3 Effective Ways Professional Sports Promote Events

Photograph: Gregory Shamus/Getty Images

Professional sports event organizers spend thousands, if not millions, on promoting each event. All this must pay off if they are to be able to keep advertising as they do. While that kind of budget isn’t realistic for a small hometown sports team, the ways that professionals market games can be used in modified ways by just about anyone with just about any budget. 

1. Raffle Promotional Items

One fun way to get more people’s attention is to announce a game-time raffle. There are a couple of ways a successful raffle can be done. The first way is to make the raffle item a door prize. Every ticket to the game can double as a ticket for the raffle. Another way to do a raffle is to have it during halftime. People can buy tickets up until this point. During halftime, the winner will be announced. The extra-ticket-buying option will help to raise more money, but both raffles should encourage more people to buy a ticket to the game. 

As to what items should be raffled, that’s up to whoever is organizing the raffle. Raffling off sports items is a good way to go. After all, everyone at the game likes sports! Try to theme the prizes based on which game is being played. For example, softball gloves at a baseball game, a basketball at a basketball game, or pool toys at a swim meet. If the sports teams have merchandise, raffling off something with the team logo can also be fun.

2. Distribute Posters

Print advertising still works and it can be relatively inexpensive if you have access to a color printer and copy machine. You do not need to be a Photoshop expert to make a visually-appealing poster. There are many free websites that have templates and everything else a person could need to make a great poster. Make sure to include all of the important information necessary, such as the date, time, venue, and playing teams for the event. Add some pictures and color to make it pop!

Once your posters are complete, it’s time to hang them up. Put up a few at the venue where the game will take place. This way, people who already go to the venue (and who probably attend similar events) will see it. Place the posters in other commonly-trafficked areas of town, like posts offices, grocery stores, and cafes. To make your paper advertising a little more specialized, ask if you can put your posters up in sporting goods stores.

3. Make a Facebook Event

Anyone (including groups and pages) can make a Facebook event for free. All you have to do is input the corresponding information and add (optional) a picture. Once the event has been created, post it. From there, you can organically share the post for free on social media pages and groups that you are a member of. So long as the event is set to “public” other people should also be able to view and share the event, even if they are not your Facebook friend or a member of your Facebook group or page.

Event creators can also choose to “boost” events on Facebook. This does have a fee attached to it. However, you can choose how much money you wish to spend on the boost. The more money you spend, the more people are likely to see the event. The more people who see the event, the more people who are likely to attend. Because you get to pick how much you spend, you do not need to worry about being surprised with extra fees or going over your budget.

Use one or a combination of these advertising techniques to draw more attention to the upcoming sporting event. While professional sporting teams might not exactly use Facebook events, they do use similar tactics. If it works for them, why shouldn’t it be able to work for your hometown sports team?


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