How do you create a distinctive sports brand identity for your destination?

Nail down your audience first. Who's coming for the sports scene? Understand their profiles, what drives them, and how they engage with sports content. Your brand HAS to resonate with these people. Position it as the go-to for a unique sports vibe that they can’t find elsewhere. Don't just blast messages. Opt for channels where your crowd actually hangs out. Measure the buzz you're creating.

Defining your audience is pivotal in crafting a compelling brand identity. Tailoring your message, visual elements, and tone to resonate with a specific demographic enhances relatability and connection. Understanding your audience's preferences, values, and behaviours ensures that your brand not only attracts attention but fosters lasting relationships. A well-defined audience enables precise targeting, optimising marketing efforts and resources. By aligning your brand identity with the aspirations and needs of your audience, you build authenticity and trust, creating a distinct and memorable presence in the minds of those you aim to serve.

One thing to consider is that sports fans are not just fans of one sport or team, most are fans of many sports and teams. Is the fan at the stadium to see and root for their favorite team? Of course, but those same fans are playing fantasy sports or betting on that or other games. If you want fans to fill your stadium you must focus on an overall "Gameday Experience" and come to the ego checking realization that you may have to share their attention while they are at the game. With this in mind it is important to provide access to multiple sports at your venue and that starts with fast reliable Wifi service. By 2025 in game sports betting is projected to command 75% of all betting, your WiFi better be able to handle that demand.

Creating a distinctive sports brand identity for a destination hinges on authenticity and a deep connection with the city's unique character. A prime example is Venezia FC, which transformed itself into a fashion-forward sports brand through a thoughtful rebranding process. Crucially, they maintained their identity by aligning with Italy's rich fashion heritage, leveraging Venice's reputation as a famed fashion destination. This approach illustrates how embracing and amplifying local cultural elements can forge a strong and distinctive sports brand identity that resonates both locally and globally. By integrating the essence of the location into the brand, you can create a unique identity, also deeply rooted in the city's legacy.

Now is the time to tell the story of your destination. Content may include blog articles, videos, posters or social media posts. This content should not only inform people about what you offer but also pique their interest and encourage them to visit your destination. The Olympic Games: The IOC (International Olympic Committee) creates a variety of extravagant content, from athlete story highlights to the insanity of the opening ceremony in order to captivate and inspire a global audience, highlighting the values of excellence, friendship, and respect. This year's Olympics are held in Paris and the publicity and PR so far has been nothing short of a nightmare.

I would Print this and hang it on your wall. This will never change.The medium will Change but the thoughts here will be needed for any future. Bob Wild Adjunct Professor of the year: St Thomas University 30 years of Sports Marketing