Beyond Borders: Scoring Points in International Marketing Expansion
How to create an approach to increase marketing and monetization abroad
If you are new around here, here’s why I started writing.
Good day! In late January, I wrote about breaking down advanced statistics for fans. These two Duke Men’s Basketball posts (team stats, Jeremy Roach) are amazing collaborations with their sport science team and great examples of what was discussed:
Define goals
Provide context visually
Keep it simple by comparison
Make it memorable
Always cool to see great examples of content!
Last week, we talked about sports go-to-market strategies in general. Taking a deeper approach, this week I’ll write about a framework for US sports leagues to find international marketing growth. There is no one size fits all approach, as each market is unique, but this framework can help put together a strategy to get started.
Define goals
Market dynamics & analysis
Market approaches
Focus on fan engagement
Define goals
I probably seem like a broken record at this stage, but it’s important to define the goal(s) on international expansion.
Do you want to host events?
Do you want to grow the streaming platform?
Do you want to increase participation?
the list can go on…
It could be all of these, or it could just be one. The most important thing is to define what the goal(s) might be before you get started.
Market Dynamics & Analysis
Most US leagues are revenue-generating power houses. These leagues have mastered the art of monetization, capitalizing on lucrative broadcasting rights, sponsorships, merchandise sales, and stadium revenues. Understanding the intricate financial structures that underpin these leagues is paramount to comprehending their global appeal and the strategies they employ to expand their reach.
Through comprehensive market research and data analysis, US sports leagues meticulously evaluate the potential demand for their content in international markets. This involves studying cultural preferences, language barriers, local sports trends, and economic factors. By gauging the appetite for their product, leagues can make informed decisions about resource allocation and strategic investments in specific regions.
By leveraging data, US sports leagues can gain a holistic view of their fans and make informed decisions about how to reach them internationally. This starts with understanding fan preferences and behaviors. Data can reveal which teams and players are most popular in a given market, as well as the preferred methods of consuming sports content. In addition, if their data capture is strong, leagues can identify international buyers of tickets, merchandise, and memberships to identify any trends.
Market Approaches
Understanding and respecting cultural differences in sports preferences and fan behaviors is crucial when marketing US leagues internationally. Cultural nuances can significantly impact how international audiences perceive and engage with sports content. For instance, sports that are highly popular in the US may not have the same level of appeal in other countries due to preferences, playing space, or equipment. Some markets may have political and economic turmoil, making it difficult to land and expand within. Recognizing these differences is essential to putting together the right plan to increase the market’s interest in the league and/or sport.
My approach in the past can be broken down to the following:
Current sport footprint: where does the sport rank in viewership and participation within the market?
Infrastructure & equipment: Is the required infrastructure in place or in development?
# of Athletes from market: How many athletes are from the market in the league or player pool currently?
Fan database growth: Is the market showing upward trends without concerted marketing effort?
Market penetration: How many fans and possible fans are within the market? Your possible fans should be greater than current fans.
Using this framework, a league can analyze a specific market through a formula to decide if its worth diving deeper, power ranking the top markets based on the output.
Focus on fan engagement
With these findings, first and third party research can help further identify filters and approaches to the market, such as the competitive landscape and opportunities for differentiated growth. Database growth and market penetration together can provide insight into how much of the market has been monetized or engaged. With this information, a few target markets can be identified.
Going back to the initial goal - perhaps the desire is to build an international membership platform in a high growth, high population market with four athletes and participation is growing.
It’s important to cultivate a sense of community among global fans creates a passionate and loyal fan base that propels viewership, merchandise sales, and overall brand recognition. Social media platforms serve as powerful bridges to connect leagues with fans worldwide, allowing for real-time interactions, exclusive content sharing, and the formation of relationships that transcend geographical borders. Using the market research and analysis you’ve done already, you will have a good understanding of cost sensitivity as well as access to phones and communication.
Local fan clubs and regular meet-ups further strengthen the bond between leagues and international fans. These initiatives provide avenues for fans to congregate, celebrate their shared passion, and engage with fellow supporters. Tailoring localized content and merchandise to the preferences and cultural nuances of international markets deepens fan engagement and fosters a sense of belonging. Additionally, localized customer support, offered in local languages and time zones, underscores a commitment to international fans and ensures their concerns are promptly addressed.
Collaborations with local sponsors, influencers, athletes, celebrities, and sports organizations amplify the reach and enhance credibility in international markets. These partnerships leverage the popularity and trust of local figures to introduce the league to new audiences and generate excitement around its events and offerings. This reach can result in greater membership numbers.
Wrapping up
In conclusion, expanding US sports leagues internationally requires a clear understanding of the goals and market dynamics. Through comprehensive market research and data analysis, leagues can identify potential demand and make informed decisions about resource allocation. It is crucial to respect cultural differences and tailor marketing approaches to each international market. Building a sense of community among global fans through social media platforms, local fan clubs, and regular meet-ups can create a passionate and loyal fan base. Collaborations with local influencers and organizations can amplify reach and enhance credibility. By taking these steps, leagues can successfully expand their international presence and achieve their goals of increased viewership, merchandise sales, and overall brand recognition.
Thanks again for reading, please like, share, and comment with feedback.