Growing up in New York, I not ever thought about marketing in sports. Everyone there was either a Yankees devotee or a Mets fan. You always loved one and hated the other, and so did your entire family. It was more of a tribal allegiance than a decision. The truth that, beyond the athletic events, there was another competition going on not ever happened to me. I never thought about the truth that the teams were not only fighting for victory, but also fighting for followers. Until I fell in to an athletic marketer position, I was pretty much unaware of how much capital changes hands behind the scenes. Pro sports marketing is a multi billion dollar niche, and it is growing every year. Most athletic teams, in fact, make more money off of selling athletic clothes than off of tickets!

Finding myself in an athletic merchandising firm was a pretty odd development for me. In a number of ways, I do not fit in there at all. Even though I majored in niche marketing and advertising, I have never been a big sports devotee. This placed me at odds with a business filled with athletic fanatics. Nevertheless, I have done my job pretty well. At first, I was not up to date on the various teams. This made my sports marketing job tough, since I did not know the niche! People expect you to be able to talk sports with them if you are going to promote their teams. Even if you are an effectual marketer. If you can't talk shop and socialize with fluidity, it's hard to keep your position.

Essentially, I approached sports marketing like I approached school. I sat down and crammed for weeks at a time. Soon, I knew more about sports statistics than many of the most die-hard followers in the business. After them, it was simple. Good sports teams sell themselves, so it is just a matter of playing on existing brand allegiance. As for the lower ranking sports teams, you could always play off of the underdog factor. There are a number of individuals who just love to root for a team that loses year after year. Marketing athletic to these varieties of fans is a smaller business, But what they don't have in numbers than make up for in brand loyalty. They are the most committed enthusiasts in the business. The only time when athletic marketing is a tough sell is when a great team starts to slide. Suddenly, nobody wants anything to do with them. The rest of the time, though, the job is pretty much a breeze.

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