Should Small Business Owners Concern Themselves with Sporting Events?

Every year, big sporting events in the first quarter of every year like the recently concluded Super Bowl and the upcoming NBA All-Star Weekend, which is always a hit with the Filipino market, captivate audiences around the world. For entrepreneurs, however, the question remains: should you concern yourself with these major sporting events, or are they simply not aligned with your business goals?

The Opportunity

Big sporting events offer a unique opportunity for entrepreneurs to reach a large and engaged audience. By aligning your brand with a popular event, you can increase brand visibility and connect with potential customers on a global scale. From doing promotions to running programs that will enable like-minded people to enjoy the event while still making your brand the center of it all, leveraging the excitement around big sporting events can be a strategic move for your business, granted that they align with the sport itself.

The Financial Investment

While the earning potential during big sporting events is undeniable when executed perfectly, entrepreneurs need to consider the cost implications. Doing promotions or programs during major games can come with a hefty price tag, and it’s crucial to weigh the potential return on investment against the cost.

Moreover, competing with other brands for visibility during these events can be challenging for smaller businesses with limited resources.

Entrepreneurs should carefully evaluate whether to concern themselves with big sporting events based on their business’ alignment with the target market of the sport, business goals, and available resources. While these events can offer valuable opportunities, it’s essential to approach them strategically and consider the financial implications. By striking the right balance between visibility and investment, entrepreneurs can effectively leverage the excitement of big sporting events to benefit their businesses, all while building a community and a culture between the brand and its audience. (GFB)