5 Proven Promotional Ideas

If you’re not fortunate enough to have a sellout for every game, you’ll likely turn to promotions to help drive attendance and attract new fans. We looked at teams across sports and levels to identify the five general themes that most consistently drive successful promotions.

Community Tie-In

Connecting your team to the local community not only generates goodwill but also appeals to groups instead of just individuals. Depending on your location and aspirations, these can be small, tight-knit communities or large regional groups. Examples include:

• School Tie-Ins: Dedicate a night to a local school or school district. Provide a special admission price for students and their parents.

• Heritage Celebration: Target groups prevalent in your area (e.g., Polish-American Night in Chicago, Brazilian Night in Boston, etc.). Feature special music or pop-up food offerings. If you're fortunate enough to have a member of the team or front office with a shared heritage, offer a pre-game or post-game fan event.

Affinity Groups

Affinity groups are existing networks built around shared activities or hobbies. Book clubs, cooking clubs, and running clubs are all common in many cities. Tapping into their passions can build enthusiasm for your team. For example, for a running club, you could host a pre-game Fun Run around or through your facility. Every finisher could receive a special ticket offer for the game or, if the budget allows, a t-shirt or hat that showcases your brand during their future runs.

Championing the Sport

Assuming the role of a sports leader attracts fans who already have a predisposition toward your sport and establishes your team as a mentor to up-and-coming athletes. Soccer teams hosting AYSO teams, baseball teams hosting Little League, and basketball teams hosting AAU clubs are all ways to both attract fans and elevate your team’s profile. Giving young players a chance to see—or even meet—the stars of the game is always a powerful draw.

Holiday Fun

People love to celebrate holidays, whether it’s Christmas, the 4th of July, or Valentine’s Day. Holiday themes easily lend themselves to costume contests, special giveaways, and other promotional attractions. Many holidays can be celebrated on the days or weekends before their official dates (e.g., St. Patrick's Day), which allows for more flexibility in scheduling.

Good Neighbor

There is never a shortage of deserving causes that teams can support. While a charitable effort is a good thing in itself, it can also build connections with grateful constituencies. Many established charities have robust networks of supporters who they can mobilize for collaborations with teams. Designating a night where a portion of ticket sales goes to a charity can build positive brand associations and expand your future circle of fans.

The key benefit to each of these approaches is leveraging a community that provides a built-in means to communicate and motivate people to participate. A great giveaway or unique theme may drive interest, but tapping into a pre-existing interest and audience makes it easier to drive engagement.