It goes without saying that it takes money to run any athletic program, and programs with larger budgets tend to have some competitive advantages. Additionally, the unfortunate reality is that prices for just about everything seem to steadily rise.
In today’s day and age, marketing is more prominent than ever in keeping programs alive and thriving. Developing a core business plan that utilizes advertising and marketing should be the first step for anyone looking to increase available funding. Develop a relationship with the community by creating a mutually beneficial agreement by trading advertising/sponsorship opportunities for funding or other products/services needed.
The more advertising opportunities available for companies to purchase, the better. Scoreboards and PA systems are both fantastic tools used for advertising due to their highly customizable and attention-demanding nature. Make sure the business model is consistent and fair for both parties to establish professionalism as well as create the possibility for long-term relationships with businesses.
Creative Fundraising
Once a business model is established, programs can look to other ways of acquiring funding. Fundraising events are great ways for teams to get involved with communities while also improving their team. Fundraising events may differ depending on their location and community, but some widely used examples are:
- Can drives
- Selling food or beverages
- Mock meets
- Pledge drives
Don’t be afraid to get creative and create events that complement and play into a community’s identity.
Marketing via Social Media
In the age of the internet, social media plays an important role in people’s daily lives. As such, it’s a great tool for athletic programs. At its core, social media is utilized to keep people updated with information about a program or team. However, it can be used for so much more. It can be a promotional tool, both for an athletic program’s events and to promote other companies as part of the advertising plan discussed previously.
Social media can also be used to directly generate funds, although this option is usually a bit more difficult and may not be the most reliable option. If a post catches enough attention, it’s possible to get paid directly from the social media company itself or it could be sold to another account to be reposted. Don’t be afraid to post those funny, rare or awe-inspiring moments on social media. It may be the next big thing.
With more opportunities than before, any size program can create a marketing structure to aid with funding. Creativity and hard work can help programs evolve and develop in a variety of ways. Do a little research and have some fun during the process as well.
Nolan Radloff is the director of marketing for International Sports Timing. Email him at nolanradloff@istime.com or visit istime.com for more information.
