Mike Golub is a seasoned professional in the sports industry, renowned for his experience managing teams and venues in various major sports markets. In this article, Mike Golub explores the evolving landscape of sports branding in the era of social media, explains how digital platforms have revolutionized fan engagement and the ways sports brands interact with their audiences, as well as the industry's marketing strategies and communication channels.
Smartphones changed everything.
Today, the world feels both bigger and smaller than ever before. In our pockets are endless possibilities, and in just a few taps, we can see what’s the most popular restaurant in Japan, the weather in Turkey, and how many 3’s Steph Curry just sank before halftime–all while buried in overtime work.
Mike Golub unveils the captivating world of sports stars' high school moments and live-streamed workout sessions by top athletes like Cristiano Ronaldo and Demetrious Johnson. The digital age has revolutionized access to exclusive content and personal insights into the lives of your favorite sports icons. And for sports fans, nothing could be more exciting.
Mike Golub Discusses Post Highlights Throughout the Game
When fans have other obligations to attend to, they still want to be part of the action.
Mike Golub reports that Tweets, clips, even memes can keep a fan going when they’re somewhere they have to be, not where they want to be. Although this can also be a double-edged sword, as it can make it hard impossible to dodge the onslaught of spoilers for those that would prefer to savor the sporting event in its entirety.
Also, highlights don’t have to be about the game itself.
Team Member Spotlights
Stories sell, especially those that hit close to home.
Aside from popular players and 300 IQ strategies, showcasing the staff that hold the team together can deepen the bond between fan and team. Who’s the oldest home court janitor? What interesting behind-the-scenes stories have they seen over the years? Who’s the team bus driver? What was it like going back home after the team lost in spectacular fashion?
Mike Golub says that not everyone is blessed with the genetics and opportunity to play professional sports, but fans can relate to the regular people that happen to work alongside them.
Show Players in their Downtime
Get a little personal.
Mike Golub reports that everyone knows LeBron James is a phenom on the court, but what does he do when he’s not laced up? Does he go to church on Sundays? Show fans something that he’s terrible at. Anything that makes an athlete relatable also makes them more marketable.
Exploit the Rivalry
Negative publicity is still publicity.
Putting out some choice words right before a big event is sure to improve ticket sales. Muhammad Ali and Conor McGregor knew this, taunting their opponents and driving up the spectacle just before a fight. This incites fans to do it too,
increasing fan engagement and creating more buzz as the event draws closer.
Mike Golub says that at the end of the day, win or lose, it makes a great story for the fans (of the winning side).
Gather Community Feedback
Use social media strategically.
Getting firsthand information from the most engaged fans will give insight on how to cater to them best. It’s now easier than ever to use polls, surveys, or even virtual events and live streams to make fans feel seen and valued.
Show the Off-Season
Mike Golub says that while casuals only watch the big games, dedicated fans sit down and take in even practice games and training drills.
Give them what they want and show how their favorite team spends their time during the off-season. For the aspirational fan, they can see how much work it takes just to stay competitive in the big leagues.
Memes
Society has gone a long way since the Epic of Gilgamesh, Hamlet, and Harry Potter.
Mike Golub notes that today’s stories are told in images with barely any text,
spreading pop culture like wildfire. A viral meme can spread way outside the sphere of a given sport, like gymnast McKayla Maroney’s 2012 Not Impressed meme or Ross Chastain’s 2023 NASCAR wallride.
When done right, memes allow marketers to reach audiences that normally wouldn’t be engaging with their sport. And a popular meme can endure for years to come, spreading the viral image to communities not even related to its origin.
Pre-Game Games
To drum up excitement for an upcoming game, marketers can turn to social media and begin dropping teasers.
Mike Golub explains that just like the face-off during a boxing match, these pre-game teasers drive anticipation, getting fans excited for the big day. Encouraging fan-made content, like captioning a photo, inciting them to make their own memes, or announcing a contest can draw more eyes when the big day comes.Mike Golub is a seasoned professional in the sports industry, explores the evolving landscape of sports branding in the era of social media.
