Journalism to PR to Marketing to Sports


In a world the place PR and content material advertising is crucial to website positioning, the sports activities trade can result in some learnings for anybody within the digital advertising area.

Karina Barriga Albring of FIFA joins me on the SEJ Present to debate the world of sports activities growth and sports activities advertising. She shares her journey from conventional journalism to PR and advertising.

Check out how sports activities can present some invaluable advertising insights and the way advertising can profit from sports activities too.

We all know how passionate persons are a few sport, whether or not soccer, soccer, or basketball. Individuals generally have an irrational attachment to this exercise, myself included. We don’t use our minds once we course of a sport. The fan base shouldn’t be one thing rational. So when you’ve such an attachment to one thing. The emotional connection is so robust that, after all, manufacturers will need to be concerned. Sports activities advertising is tagging alongside to the immense love, attachment, and relationship we now have for sports activities. –Karina Barriga Albring, 11:44

We’re going to begin seeing manufacturers align with athletes whose message and on-line persona align with the values that the model desires to unfold. –Karina Barriga Albring, 24:31

Manufacturers wish to have ambassadors who’re relatable and who’re actual individuals. So if you’re an athlete who enjoys theater, go to the theater and become involved in area people actions. Attempt to establish the opposite passions that you’ve got. All of that helps you construct your persona. Make individuals discover you extra relatable and likable, which can translate into manufacturers eager to work with you. –Karina Barriga Albring, 30:30

[00:00] – About Karina.
[03:40] – How working with different industries helped her in sports activities.
[06:57] – What PR is all about.
[10:54] – What’s Sports activities Advertising and marketing?
[16:12] – To what extent is licensing part of Sports activities Advertising and marketing?
[19:14] – The significance of private branding in Sports activities Advertising and marketing.
[27:26] – Alternatives for athletes to construct their model.
[33:28] – Sports activities Advertising and marketing ideas that may be utilized to advertising.

Assets talked about:

Within the time that we’re dwelling in, we’re now not competing for an viewers. We’re not solely
competing with our direct rivals however for the eye of the viewers. You’re competing for individuals’s instances. So if you’re attempting to get considered one of your followers’ consideration, you’re competing with the music they hearken to. You’re additionally competing with Spotify and so many alternative issues. Today that’s one thing that we want to consider once we analyze our methods and our positioning. It’s not solely about our direct rivals however about who our viewers is giving their time and curiosity to. –Karina Barriga Albring, 48:29

In web site growth or website positioning, it’s all the time good to test what your most important competitor is doing and your smaller competitors. And it’s all the time nice to have a “aspect mission” to experiment with. However, after all, chances are you’ll be unable to do it in your firm’s web site. Nonetheless, the power to have some aspect mission after which flip it right into a enterprise case after which pitch the power to do it in your firm’s web site can also be useful. –Loren Baker, 47:23

The primary factor is knowing the viewers. Who’re you attempting to achieve, after which establish the most effective channels to achieve that viewers? With influencers and content material creators on-line, once we take into consideration PR, we don’t solely take into consideration conventional media. We take into consideration anybody with a platform to make your message widespread.–Karina Barriga Albring, 8:27

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Join with Karina Viviana Barriga

Karina loves constructing lasting relationships with individuals, utilizing the sport of soccer as her prime alternative.

Her ardour for sports activities and experience in journalism, public relations, and advertising assist her develop athletes and companies side-by-side via dynamic enterprise fashions.

With an MBA devoted to Soccer Industries already underneath her belt mixed with bi/multicultural expertise inside the trade, Karina is able to make vital adjustments on this ballgame!

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