In its early days, the sports media consisted mainly of print newspapers. With the evolution of mass media and new technologies used to disseminate information, the face of sports communication has changed considerably.
Moreover, it no longer only concerns the analysis and dissemination of sporting events in the media. This universe is much larger than you might think because communication can also be internal, corporate or relational.
This is why many employees in the world of communication are first trained in marketing or management. A brief overview of an attractive universe in perpetual evolution.
What is sports communication?
Sports communication brings together all the communication strategies that use sport as a medium. Sports communication encompasses all techniques focused on the transmission of information from a transmitter (a brand, a club, a tournament, etc.) to a receiver (general public, sports fan, sponsor, etc.). It concerns on the one hand the communication of sporting events, on the other hand all sponsorship actions around events, clubs and athletes.
Sports communication is most of the time linked to an event (a football match, a tennis competition, the launch of a new product, etc.) and its particularity is to rely on numerous live events, and therefore to convey strong emotions (unlike, for example, traditional advertising communication).
Sports communication therefore often concerns the live broadcast of a sporting event on radio, television, streaming or social networks. It can also be informative, or opinion-based, when it deals with deferred subjects: pre-match analysis or post-match debriefing, for example.
Sport being a powerful lever of communication, sports communication concerns a wide variety of actors directly or indirectly linked to the world of sport:
● Generalist or specialized media (on radio, TV, press or on the Internet).
● Clubs and federations.
● Players who own their own brand.
● Partner brands or sponsors of a club, tournament or player.
● Brands and manufacturers of sports equipment.
How to communicate in sport?
Communication in sports marketing helps organizers attract spectators, market products and generate revenue through sponsorship.
Sports clubs need to attract good players in order to be able to compete at a high level and attract more spectators and sponsors. Communicating a team’s successes through the media helps build an attractive brand and attract top players.
Organizations that promote sporting events need to communicate with the public to maximize revenue and attract large numbers of spectators. They will communicate through advertising but also by activating their public relations to obtain press articles.
Sports organizations can also increase their revenue by communicating to attract sponsors who will sponsor a specific team or event.
Each communication strategy is specific, and may use social networks (Instagram, Facebook, YouTube, etc.), product placement or the organization of one-off events (mini tournaments, product launches, etc.).
What are the communication professions?
The communications officer
He designs communication campaigns for a brand or the club he represents. For this, he supervises all communication media (website, media campaign, social networks, brochures, etc.) and defines the editorial line. The communication manager works in collaboration with many service providers (communication agency, graphic designers, web developers, etc.) and the company’s marketing and sales departments.
The web project manager
He more specifically manages the communication of his brand or his club on the internet, social networks and mobile applications. A true conductor specializing in multimedia, the web project manager coordinates the work of all project stakeholders: IT, marketing and sales teams.
Le community manager
He supports the animation of the communities of the brand or the club on the general public (Instagram, TikTok, Twitter, Youtube) and corporate (Linkedin) social networks. The Community manager defines the editorial line and creates various content (articles, reports, videos, photos). He can also call on influencers to develop the notoriety of the company.
The public relations manager
He promotes his brand or his club to various audiences: customers, supporters, sponsors, journalists, federations, institutions… A true brand ambassador, the public relations manager defines the company’s external communication strategy and sets up event communication actions (press conferences, event launches, etc.) to enhance the company’s image.
Sponsorship manager
He can work for a club with the aim of creating new revenue-generating partnerships, or for a company wishing to associate itself with a club or a sporting event to gain notoriety. The sponsorship manager defines the axes of partnership in accordance with the values of his company and ensures the proper application of the contracts.
The sports journalist
It relates sporting events by informing various targets (readers, listeners, television viewers or Internet users) on multiple media or on a particular medium. The sports journalist also provides a critical look (analysis, debriefings, etc.) on matches and tournaments. It can deal with sport in general or devote itself to a single discipline if it is specialized.
How to talk about sport today?
Communication in the sports field has changed a lot over the course of technological developments and in particular the emergence of the digital world. The digital revolution has paved the way for continuous information flows. Social media provides a lot of live content and allows access to many archives, to communicate with players or between fans on the platforms.
Instagram has thus become one of the most popular sports communication tools on social networks. This tool makes it possible to create and promote the brand and image of a club, but also to communicate with supporters by broadcasting photos and videos of training sessions, sports competitions, promotional and charitable campaigns, and even sharing moments life of athletes.
New types of sport consumption have appeared, such as e-sport and Fantasy Sport, which also require the constant invention of new modes of communication.
What are the best courses?
Sport business has become more and more professional and recruits specialized executives with cutting-edge expertise. Training specifically dedicated to sports communication will also provide you with all the essential knowledge in marketing and strategy.
The communication profession that you exercise will obviously depend on your level of study but also on the training received, depending on whether you prefer to orient yourself, for example, in the world of digital communication or sports marketing.
Our Media and Digital MBA will allow you to acquire all the skills to understand the sports media environment, from their digitization to the creation of content, including the profession of sports journalist or commentator.
Our Sports Marketing MBA will teach you how to become an expert professional in the marketing industry as a whole.
Our MBA Commercial Management & Marketing of Sports Products will give you the keys to develop real expertise in this very specific professional environment.
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