Whether you are watching from the stands or on the big screen, you are in good company when it comes to the love of sports. In 2022, the sports industry had a record 41% growth rate. With a built-in audience that is passionate about supporting their team, many businesses are taking advantage of sports marketing as a lucrative business opportunity.
Sports Marketing is More Than Just Sporting Events
Sports marketing means a whole lot more than just promoting games. It’s an opportunity to sell a lifestyle. From apparel to cereal, there is a never-ending stream of products that companies can produce to capitalize on this industry. But with so many brands already in the game, how can your company make sure that its products stand out from the rest? The answer is in the package design.
Sports marketing must be strategic when it comes to package design in order to appeal to its target consumers. Read on to learn ocreations’ top eleven factors to make your sports package design stand out and score big with your customers.
1. Bold and Bright Colors
ocreations x PLBSE partner project
A major part of sports is the use of color to show team spirit and support. When it comes to sports marketing, using colors that represent your brand or product can help it stand out on store shelves. Not only will bright colors help you to stand out, but it will also tap into a fan’s emotional connection to their favorite team colors.
2. Eye-Catching Imagery
In addition to color, another important factor in package design is imagery. Sports fans are passionate about their teams and players, so incorporating images of them into your design can help to capture their attention.
A visual endorsement from a popular player can go a long way in helping to sell your product. As consumers are increasingly concerned about representation in media, your product’s packaging can also be an opportunity to support gender and racial diversity in sports.
3. Dynamic Motion
The kinetic nature of sports is part of what makes them so exciting to watch. You can tap into this energy in your package design. This would include things like using action shots, angular shapes, or even lenticular printing to create the illusion of movement.
4. Iconic Symbols
There are a lot of symbols associated with sports, from team logos to player jerseys. Using these symbols in your design can help to quickly build a connection to your target audience.
If you are targeting a specific team’s fans, using their logo will be even more effective. The use of symbols can also convey authority. For instance, many brands have sponsored the Olympics to use the official rings in their designs.
5. Strong Typography
Like any good design, sports package design should have strong typography. Don’t be afraid to get loud and use big, bold letters to make a statement. Just remember to balance your design so that the text can be clearly read. For instance, you might choose to reserve your bold font for the product name and use a more subdued font for the rest of the text.
6. Youthful Energy
ocreations x PLBSE partner project
The average age of a basketball player in the NBA is 26 years old. It comes as no surprise then that many sports marketing campaigns target young adults.
You can tap into this youthful energy in your design by using fun and playful fonts and graphics. This age group is also more likely to be engaged with social media, so make sure to include relevant hashtags in your text.
7. Targeted Demographics
Of course there’s a lot of other factors besides age to consider when marketing sports products. Gender, location, and race should be also considered in your package design.
This will ensure that your product is targeted to the right audience. For example, if you are selling women’s sports apparel, using images of female athletes in your design will be more effective than using images of male athletes.
8. Sense of Fun
Remember that sports are meant to be enjoyed, so your sports package design should convey a sense of fun! This can be done in a number of ways, such as using humor in your text or choosing playful fonts and graphics. Just make sure that your overall design does not go so far as to appear juvenile.
9. Local Sports Fans
If you are selling sports products in a specific city or region, make sure to tap into the local pride of the people there. This can be done by using images and symbols that are associated with the area, such as landmarks or popular sports teams.
Doing so will help your product to stand out from competitors who are not selling in the same market. A product promoting the Pittsburgh Steelers could include the city’s iconic skyline and callbacks to the steel industry.
10. Eco-Friendly Packaging
As awareness of environmental issues grows, more and more consumers are looking for products that come in eco-friendly packaging. A 2021 study reveals that 83% of those under the age of 44 were willing to pay more for eco-friendly packaging. In an industry that is very focused on appealing to young adults, eco-friendly packaging is just one more way that you can make your product stand out from the competition.
There are many ways to make your packaging more eco-friendly, such as using recycled materials or biodegradable packaging. You can also choose to use less packaging overall, which will reduce the amount of waste produced.
11. Social Media Integration
In a major way, social media has changed how sports are marketed, and the internet is the primary channel that most adults use to consume sports content. A recent study indicated that 67% of respondents aged 18 to 27 stated that they watched sports content via social media.
Your package design should take advantage of this trend by including social media icons or hashtags on your packaging. You can also include QR codes that link to your social media accounts. Pairing your package design with a solid social marketing campaign will also increase your product’s visibility.
Energize Your Sports Marketing with the Brand Experts at ocreations
ocreations x PLBSE partner project
You may have noticed that the images included in this article were all created by the ocreations team. Our design agency understands sports marketing and how to design a package that sells. Our team of brand experts has years of experience working with clients in the sports industry, from professional teams to sporting goods retailers. We would love to put our expertise to work for you!
