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Wild postering: an effective out of home strategy for sports marketing

The 2024 Winter Classic being played in Seattle’s T-Mobile Park between the Seattle Kraken and Las Vegas Golden Knights

Sports are a big deal.

There are nearly 200 professional sports teams in the US, and annually they account for $520 billion in revenue. Sports teams utilize a vast array of marketing tactics to reach fans, sell tickets, make announcements and more. Despite marketing trends in the digital sphere, teams and sports commissions continue to employ out of home marketing media to great success. Out of home marketing provides an authentic “edge” to traditional marketing efforts that responds to fan loyalty and brings audiences closer to the teams they love. It’s far from as passive as it seems.

Out of home successes

In Seattle alone, 2023 saw out of home campaigns by the Sounders FC, Kraken, Mariners, Ballard FC, the MLB All-Star Game and the NHL’s Winter Classic. These featured transit ads, billboards, and most importantly, wild postering. The public response was overwhelmingly positive on the street level, as people get caught up in the hype and energy of the posters, bringing a fresh anticipation of the upcoming big games.

But why did they use wild postering?

Wild postering is a successful tactic for high-traffic areas where billboards and other out of home media aren’t available or too expensive. Wild postering is cheaper and can reach more locations than other strategies. Sports teams can drive greater engagement through this medium and deliver more localized and personal messaging. There is more power for creativity with wild postering designs and layouts.

Women’s sports: on the rise

Today, women’s professional sports are undergoing a renaissance. The boom is largely due to new viewership deals and streaming offerings, new teams and leagues being formed, and an overall increase in awareness. As viewership and attendance surge, there is even more need to reach new audiences and maintain the growth nationwide. We believe that wild postering will be an invaluable addition to the marketing mix for these new teams, especially for some that don’t yet have the budgets for billboards or other more expensive media buys.

What do sports teams really need to market?

The possibilities are endless, really. We have worked on campaigns with messaging targeting many different goals, including:

  • Announcing a new season schedule

  • Season or single-game tickets going on sale

  • Upcoming rivalry matches or special exhibitions

  • New jersey or logo designs

  • Playoff or All-Star game hype

  • Highlighting specific players

  • And much, much more!

We love seeing different teams harness the creative power of wild postering in so many different ways. It really is a great way to bring a team’s identity on the streets and connect with fans (and make new ones!)

Consider how wild postering can help your team’s marketing needs next season!

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