Latest News

Back to Latest News back


Poll shows multichannel marketing now ‘essential’ for sport brands

Poll shows multichannel marketing now ‘essential’ for sport brands
August 9, 2019

A new survey of sports fans which shows they use a variety digital feeds to access sports news underlines that sports brands should be using multichannel marketing to drive event ticket sales, generate fan loyalty, boost event viewership and grow kit/merchandise sales according to the leading multilingual digital marketing agency in Europe.

The poll of 1,127 carried out by AccuraCast discovered that sports fans first choice for news was online newspapers and magazines (42%), followed by Facebook (20%), Twitter (10%), Online blogs (7%), Instagram (5%) and Snapchat (5%).

AccuraCast, whose clients include UEFA, UFC, London cricket ground Lord's, ATP Tour and Tottenham Hotspur have also published a whitepaper, Online Multichannel Strategies for Sports brands, which outlines eight of the primary marketing channels users typically use and have linked them to the best multichannel channel strategies for sports brands.

With multichannel marketing targeting customers in the right place at the right time using two or more channels and consumers today hardly ever use a single channel in the journey to conversion,  AccuraCast, UK Managing Director Farhad Divecha explains “they may be in discovery mode on Instagram, then use search to learn more about a product, and finally be reminded to purchase via email. To successfully target a brand's audience or fans, it is essential to find the best platform mix that grabs their attention.”

In the whitepaper, the eight major channels are highlighted in terms of usefulness for ticket/merchandise sales, fan loyalty and event viewership, in addition a multichannel strategy is presented for each stage of sports branding.

Facebook - Used for awareness and engagement in the early stages of a campaign, as well as lead generation and sales further down the line.

Instagram - Similar to Facebook. Although it generally has a younger audience, it is still geared towards discovery, engagement and sales.

Twitter - Used at the mid stages of a campaign, when there's a conversation to be had. Unless your audience lives on here.

YouTube - Used in the early stages of a campaign to generate awareness, unless promoting an event, then use throughout to keep people interested.

Google Search and Shopping - Ideally suited to service existing demand, so should be used in the latter stages of a campaign.

Email - Email marketing is best used for direct response and re-engagement, as you already have your target's details.

Programmatic - Can be used throughout a campaign but requires a larger budget in comparison to other methods.

Google Display - Primarily for raising awareness and driving consideration and can be considered a smaller scale alternative to programmatic.

Farhad adds “the sports digital marketing landscape is ever changing and constantly evolving so it's easy to miss opportunities if you are not completely up-to-date.

“This is particularly important for the 18 to 34 age group who are extremely social media focused."

Click here to download the Online Multichannel Strategies for Sports brands white paper.

For more information go to

Related Articles

22nd July 2019 - Eventbrite survey shows fans like to keep the good times rolling after live concerts

17th July 2019 - Industry innovations to get boost through Australia Sports Technology Week

9th July 2019 - Sport governing bodies need to diversify beyond pay-TV to grow audiences

18th June 2019 - New International League set to transform elite swimming

7th May 2019 - Rival competitions a threat to established sporting leagues

3rd May 2019 - Why Israel Folau’s social media posts are harmful

4th April 2019 - Pureprofile research reveals behaviours, habits and motivations behind fitness

17th September 2018 - FFA looks to introduce new A-League fan engagement initiatives

4th June 2018 - NRL welcomes strong initial returns on digital investment

17th September 2017 - Sports tracking and analytics market to reach US$15.5 billion by 2023

4th April 2017 - Research shows cricket has Australian sport’s largest social media reach

7th September 2016 - Australia’s largest digital sports company unveiled to industry

Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.


supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

HYPOXI Australia Pty Ltd

HYPOXI®  is one of Europe’s most successful health and weight loss studio concepts.  It’s the first weight loss technology to incorporate exercise with advanced vacuum and…

read more

Fitness / Technology / Wellness



Links Modular Solutions are a leading provider of high-quality, innovative software solutions for leisure facilities. Our software suite includes modules such as POS, Classes, Members, Facility…

read more

Access / Billing / Finance / Fitness / Technology


SeatGeek Asia Pacific

SeatGeek is a search engine and mobile-focused ticket marketplace that allows fans to buy and sell tickets for live events. As of August 2018, SeatGeek has exited the Australian, New…

read more

Entertainment / Sport / Technology / Ticketing / Venues


Tim Batt Water Solutions

Tim Batt Water Solutions are at the very forefront of the commercial aquatic business in Australia, with over 30 years specific experience supplying and installing chemical control and dosing…

read more

Aquatics / Environment / Recreation / Technology / Venues



At EventPro Software, we are proudly different from our industry competitors. We have a development-driven culture and 20 years’ experience in event, venue, and catering management software,…

read more

Events / Hospitality / Technology / Ticketing / Venues



Solarwise NSW / Dolphin Tech were the first and are the largest Dolphin dealer in NSW with a full service facility and full range of spare parts "on the shelf". We also provide on site…

read more

Aquatics / Venues



Since 1989 Elite Pool Covers have designed and manufactured an extensive range of high quality affordable manual,semi-automatic and fully-automatic pool cover systems for the harsh Australian…

read more

Aquatics / Environment / Technology / Venues


get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business