In the business of Sport Brands, above all, be useful.

The sports world is coming back to life, and with it renewed efforts by the industry to grow and deepen fan reach.

But the deeper your engagement with core fans, the less accessible you may be to new ones.

Constantly offering newly created products, services and experiences might help in the short term attract new audiences in to your marketing funnel, but it is costly and could turn off existing consumers who feel theyโ€™re being sold to non-stop.

Itโ€™s a hard balance, but ultimately in the world of the savvy, price conscious, purpose driven sports consumer, if you want to be more valuable than a pre-season kit, a ticket purchase or annual sign up, then you must ๐—•๐—˜ ๐—จ๐—ฆ๐—˜๐—™๐—จ๐—Ÿ

Identify who your stakeholders are, and beyond the expected level of product, how else are you useful?

There are tonnes of ways brands, clubs, NGBโ€™s and athletes can achieve this for their audiencesโ€ฆ

_๐—ฆ๐—ต๐—ฎ๐—ฟ๐—ฒ ๐˜†๐—ผ๐˜‚๐—ฟ ๐—ฒ๐˜…๐—ฝ๐—ฒ๐—ฟ๐˜ ๐—ธ๐—ป๐—ผ๐˜„๐—น๐—ฒ๐—ฑ๐—ด๐—ฒ ๐—ผ๐—ป ๐—ต๐—ผ๐˜„ ๐˜๐—ผ ๐—น๐—ถ๐˜ƒ๐—ฒ/๐—ฝ๐—น๐—ฎ๐˜† ๐—ฏ๐—ฒ๐˜๐˜๐—ฒ๐—ฟ.
_๐—ข๐—ฝ๐—ฒ๐—ป ๐˜†๐—ผ๐˜‚๐—ฟ ๐—ป๐—ฒ๐˜๐˜„๐—ผ๐—ฟ๐—ธ ๐—ผ๐—ณ ๐—ฏ๐—ฟ๐—ฎ๐—ป๐—ฑ ๐—ฝ๐—ฎ๐—ฟ๐˜๐—ป๐—ฒ๐—ฟ๐˜€ ๐—ฎ๐—ป๐—ฑ ๐˜€๐—ฝ๐—ผ๐—ป๐˜€๐—ผ๐—ฟ๐˜€.
_๐—ช๐—ผ๐—ฟ๐—ธ ๐˜๐—ผ ๐—ฟ๐—ฒ๐—บ๐—ผ๐˜ƒ๐—ฒ ๐—ฐ๐—ผ๐—บ๐—บ๐—ผ๐—ป ๐—ฏ๐—ฎ๐—ฟ๐—ฟ๐—ถ๐—ฒ๐—ฟ๐˜€ ๐˜๐—ผ ๐—บ๐—ผ๐—ฟ๐—ฒ ๐—ฐ๐—ผ๐—ป๐˜€๐˜‚๐—บ๐—ฝ๐˜๐—ถ๐—ผ๐—ป.
_๐—š๐—ถ๐˜ƒ๐—ฒ ๐˜†๐—ผ๐˜‚๐—ฟ ๐—ฝ๐—น๐—ฎ๐˜๐—ณ๐—ผ๐—ฟ๐—บ ๐—ผ๐˜ƒ๐—ฒ๐—ฟ ๐˜๐—ผ ๐—ฝ๐—ฒ๐—ผ๐—ฝ๐—น๐—ฒ ๐˜„๐—ถ๐˜๐—ต ๐—ฒ๐˜…๐—ฐ๐—ถ๐˜๐—ถ๐—ป๐—ด ๐˜€๐˜๐—ผ๐—ฟ๐—ถ๐—ฒ๐˜€.

Ultimately you need to be able to provide a guidance or benefit that the consumer would not have got themselves simply from the initial purchase - you must be deliberate in how you service the relationship.

Demonstrate value beyond the commercial, and you will begin to create deeper engagement that will in turn provide the motivation or reward needed to lengthen the member lifecycle and create advocacy.

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