Since 2019 I have been working with clubs in football, rugby, motorsport and more supporting them with sponsorships and commercial negogiation. It started as a passion project but quickly turned into an opportunity due to the restraints of COVID-19, these companies were desperate to build solid strategies to increase revenue.
In the dynamic realm of sports and entertainment, the concept of the "business of sport" transcends conventional notions. While goals, merchandise, and fan engagement are integral components, the true essence lies in selling moments — those ephemeral instances that etch themselves into the collective memory of fans and enthusiasts. Having had the privilege of working in this industry for the past two years, I've come to appreciate that the business of sports is a narrative, a journey that unfolds through the creation and selling of captivating stories.
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Crafting Narratives:
The heart of the sports business lies in crafting compelling narratives that extend beyond the field or court. It's about weaving stories that resonate with audiences on a deep, emotional level. Whether it's the underdog team defying the odds, an athlete's comeback journey, or the historical context of a competition, these narratives create a connection between fans and the sports they love. The business of sports is, in essence, a storytelling endeavour.
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Selling Moments, Not Just Products:
Merchandise and branding are byproducts of the sports business, but they are not the core. The real essence is in selling moments. Think of the last-minute game-winning goal, the buzzer-beater three-pointer, or the record-breaking performance. These moments become timeless, and the business of sports is about capturing and commercializing these instances. Merchandise becomes a tangible memory, a way for fans to carry a piece of those moments with them.
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Creating Lasting Fan Experiences:
Beyond the games and matches, the sports business is about curating experiences for fans. It's about creating an emotional journey that extends from the anticipation of an upcoming match to the post-game celebrations. This involves not only the live events but also digital experiences, social media engagement, and community-building initiatives. The business of sport is about fostering a sense of belonging and shared passion among fans.
The business of sports is a multifaceted endeavour that goes far beyond the surface-level metrics of goals, merchandise sales, or fan numbers. It's about the intangible, about selling the magic of moments and the power of narratives. As someone privileged to work in this industry, I've witnessed firsthand how sports can be a platform for unity, inspiration, and joy. Whether it's a heart-stopping finish or a heartwarming comeback story, the true essence of the sports business lies in its ability to create and sell moments that resonate with the human spirit. It's not just about the game; it's about the stories, the emotions, and the shared experiences that make the business of sports a truly remarkable journey.
I still consult brands and clubs about strategy feel free to reach out here calendly.com/connorbmilner