From professional sports leagues that span North America to rural grassroots organizations, Canada is a country of sports fans. In fact, 55% of Canadians ages 15 and older participate in sports.
That doesn’t include the countless others who attend events or watch games on TV. That’s why promotional sports items pack such power—they are tools marketers can use to connect recipients with the games they care passionately about.
Knowing your audience and what they’re enthusiastic about can help you draw up winning plays. Twenty-two percent of Canadians say hockey is their favourite sport to watch, followed by soccer (10%) and basketball (8%). Only 12% say they don’t have a top sport to watch. Keeping this in mind, let’s explore ways promotional sports items can add to your brand’s fanbase.
Support a show of team spirit
From youth leagues spanning the country to the seven NHL® franchises, hockey offers sponsorship opportunities of all sorts. Especially since 40% of Canadians say they watch hockey more than any other sport (PDF).
Help support a local team by providing sponsorship dollars and branded swag. Put rally towels featuring the team’s colours and logo—plus your branding—in the hands of passionate fans filling the stands. Or help draw a crowd of all ages by supporting a family night promotion. Hockey puck hats and sport bottles are giveaways that become keepsakes.
Find a specific piece of the gameday experience to sponsor, like the start of a basketball game’s fourth quarter or baseball’s seventh-inning stretch. A mascot could send slingshot basketballs sporting your logo into an amped-up crowd. Or each section in the arena or stadium can compete to cheer the loudest. Baseball-themed drink holders go to the most spirited section.
Rally your team
53% of people say they feel like part of the team when they receive promotional products from their employer.
And teamwork is a major factor in workplace success. Lead your squad as they work toward a goal, be it a year-end sales objective or an average customer rating score, and let promotional sports products pump up the team spirit. Give employees baseball tees with an imprint related to their specific goal. Or provide baseball caps as an incentive along the way.
When it’s customers or clients you want in your cheering section, sports-related gifts may be a winning strategy. Send them a just-because gift basket and include hockey playing cards, a soccer ball clip or golf balls. If your organization hosts a sports-related event, like a charity fun run, bike ride or golf outing, invite key clients or community partners by sending gift bags that include a microfibre sports towel. Give fun and functional prizes, like golf coolers, as thank-you gifts when the event concludes.
Bring the gameday promotions to your place
The thrill of receiving sports giveaways doesn’t have to be reserved for the stadium or arena. Any retailer can bring the hype to a sale or special event by offering sports promos to customers. Tap into the public’s hockey enthusiasm by giving your promotion a power play theme—then pass shoppers a free hockey puck with each purchase. Or when basketball season heats up, give everyone who walks through the doors a foam basketball.
If baseball fans are your demographic, and remember that 22% of Canadians are baseball fans, provide a game time drawstring backpack with every transaction over a certain dollar amount. Or run a social media trivia contest where the first follower to answer a daily question correctly wins a discount code-imprinted on a baseball.
Truly have a team’s back
When it comes to participation, more Canadians prefer the pitch over the rink or court. Soccer is the country’s most-played sport. That might inspire your organization to form a relationship with a local soccer team or league. Whether it’s a youth or adult recreational league, sponsor a team or tournament to give your visibility a boost. Supply uniforms, whether that means T-shirts or athletic apparel. Provide drawstring backpacks to take your support to another level. Bonus: The branded bag can be used to carry clothes or accessories to and from games.
If a team sponsorship isn’t a good fit, consider supporting a league, tournament or other event. Imagine your branding on an outdoor banner at a field or stadium during a busy soccer tournament weekend. Include a soccer ball-themed beach ball in participant swag bags or bring the boom with thunder sticks.
Promotional sports products for the win
Whether casual or diehard, sports fans are everywhere. By taking a big, calculated swing—and including promotional sports items—your next marketing push could draw new fans to your brand.
Trademark
NATIONAL HOCKEY LEAGUE is a registered trademark of NATIONAL HOCKEY LEAGUE, One Manhattan West 395 Ninth Avenue, New York, NEW YORK UNITED STATES 10001