How to integrate sport into your marketing in an authentic and inclusive way

For the past two weeks, sports fans around the world have been glued to their TVs cheering for their country at the Olympic Games Tokyo 2020. With the action continuing on 24 August with the Paralympic Games, the opportunity for businesses to remain connected with their customers on a topic that resonates with so many — sport — should remain front-of-mind.

Whichever industry you’re in, the feelings of celebration and togetherness the Olympics and Paralympics evoke are common themes which unite and engage communities and customers the world over, and this sentiment doesn’t end with the closing ceremony.

According to the latest iStock Visual GPS research, 75% of people in ANZ stated they want to develop daily wellness and exercise routines. Search data across iStock by Getty Images, a leading ecommerce platform providing premium visual content to SMBs, SMEs, creatives and students around the world, shows that terms such as ‘outdoor fitness’ and ‘exercise at home’ have increased by 1225% and 760% respectively over the past twelve months.

Based on the insights, here are the four things businesses can do to effectively use sport in their marketing campaigns to drive greater engagement among their customers.

1. Ensure your visuals are relatable 

Not everyone can be Ariarne Titmus or Peter Bol. About 68% of people in ANZ want companies to celebrate diversity of all kinds, and yet 62% still do not feel represented in media and advertising. So remember to be inclusive in your visual choices and avoid relying on visuals of toned, young athletes. Ensure you are also including intersectional identities such as body shapes, types, sizes, abilities, age and gender. 

Around 18% of Aussies and 24% of Kiwis live with some form of disability, and 27% of the ANZ population are aged 55+, so think about the range of exercise and fitness on offer, from wheelchair basketball, to senior yoga and running buggy groups. Sport and exercise can be both an individual and group activity, so it’s important to consider visuals of both.

2. Celebrate togetherness

Sporting events such as the Olympics, Paralympics, The Ashes and Australian Open bring people together – virtually or in person – to celebrate, enjoy each other’s company and cheer on their favourite athletes. The Visual GPS research shows that 84% of people in ANZ look for ways to celebrate the good things in their life. This could be as simple as showing how we are celebrating having a meal or drinks together at home with our family, partners or housemates.

Consider visualizing the ways in which people are connecting virtually and celebrating sporting successes with loved ones from afar. The same research highlights that this is incredibly important to people, with 82% of people across ANZ finding that technology helps them feel connected to others. 

3. Consider fitness more holistically

In Australia, the priority most valued during the pandemic was personal health and wellbeing, followed closely by the health and wellbeing of family. Attitudes to ‘wellness’ have changed, with 94% of people in ANZ believing it is equally important to take care of themselves emotionally as well as physically. When thinking about fitness, consider it holistically and include the benefits it can have on people’s emotional wellbeing. Use visuals which show the emotional rewards people get from sport and exercise and encourage physical health in the making, rather than the results of exercise on physical appearance. 

Connect authentically with supportive depictions of mental health, and include visuals which represent a broad spectrum of proactive self‑care moments, from a video yoga class at home, to a walk on the beach, to a Zoom call with friends, or sharing a healthy meal with family.

4. Get back to nature

International travel bans and limits on time allowed outside the home have meant Aussies are exploring their own backyard. Searches on iStock for ‘outdoor living’ and ‘Australian nature’ have both increased by 144%, reflecting how people are reconnecting with nature and finding inspiration and restfulness in the outdoors.

When selecting your visual content, consider the different ways in which people are embracing the outdoors and moving freely through landscapes and uncrowded spaces. Visualizing the mindful ways in which people are engaging in outdoor activities will resonate well with your customers of all ages.

With the continued impact of the pandemic, sports present an opportunity for businesses, regardless of industry, to connect and celebrate with their customers.