Sports: You may love them, you may hate them, or you might just tolerate them until your city’s team is in the playoffs and you can hop on the bandwagon.
But what you cannot deny is how sporting events bring people together, from outside the stadium with a tailgate, or even in your living room for a Super Bowl watch party. This was my case. (And, yes, as an Eagles fan I can indeed confirm it’s still a sensitive subject.)
So, for those tailgates, kids’ soccer games, or watch parties, people are going to need coolers, reusable water bottles, pennants — the list goes on. This is where promotional product distributors can jump in.
Go Big Or Go Home
Let’s be real: You wouldn’t show up to a sporting event with a sign or rally towel that doesn’t catch the rival team’s attention, and for that very reason, Julie Aaronson, director of marketing for Lane City, Texas-based Pepco Poms, says she’s noticed an uptick in things that will stand out.
From metallic rooter poms to foam products in various shapes, chair back covers, digital pennants, or even golf flags — Aaronson says she’s seen an increase in demand for these products because people want to cheer on their team and celebrate in a visible way.
“The trend we are seeing is to ‘go big’ and ‘go showy’ to promote cheer and add fun to all events and activities,” she says. “Since we are able to attend in-person events again, everyone wants something big, showy, and flashy to make the events memorable.”
Aaronson believes this desire to stand out stems from us being barred from gathering for events during the pandemic. While we did make it work outdoors, it wasn’t nearly the same pandemonium as pre-pandemic events. We had to keep our distance and wear masks, and we certainly couldn’t high five each other when someone made a
great play.
“The demand for outdoor products over the last two to three years has definitely increased,” she says. “Everyone is very happy to get back to in-person events and wants to use sports and outdoor products to celebrate.”
Tom Farrell, marketing director for Indianapolis-based EMT, echoes a similar sentiment.
“Demand for outdoor products actually increased through the pandemic when people were looking for safe ways to connect and promote their brands,” he says. “That trend has only continued post-pandemic.”
Embrace Brand Names
If you ask Farrell, he urges distributors to embrace name brands. Because let’s face it, every time you’re given a pullover or a polo shirt from work, doesn’t it make you feel a little more jazzed to see a Nike or Adidas symbol on there? Farrell seems to think so. And personally speaking, I’d never turn down a S’well water bottle imprinted with my company’s logo.
“Buyers want what they see in retail,” Farrell says. “They are looking for products that have a brand name they are passionate about or whose quality they trust.”
Farrell says that EMT has recently become a supplier of trusted brands like SkinnyGolf and PitchFix, which were previously only available for purchase in retail stores and pro-shops.
“They’re super strong sellers because they check both boxes of a being a trusted retail brand that consumers want to see, and they have a well-established quality that people trust,” Farrell says.
Oh, The Places They’ll Go
While it may be easy to assume outdoor and sport products will be pigeonholed to strictly sporting events, that is far from the case. Aaronson explains that the opportunities for these kinds of products are endless.
“Of course, we are big into sports and schools from Pre-K to the collegiate level; festivals; parades; fairs; 5K, 10K, [and] marathons; [and] community and nonprofit gatherings,” she says. “But our products can also be used to promote spirit and celebration for banks, hospitals, real estate, political rallies, open houses, weddings — you name it.”
Farrell feels similarly, saying, “Outdoor products have broad appeal across markets. Whether it’s event branding, bike-to-work campaigns, or charity golf scrambles, almost every industry participates one way or another.”
Aaronson and Farrell both advise that peak selling times for sport and outdoor products start around early spring and go through late summer or early fall.
Aaronson urges distributors to get on top of their orders as soon as they can if they want to successfully sell these products. “My biggest piece of advice would be to find out as early as possible what your customers are going to want for the new season and place orders as soon as possible,” Aaronson says.
Farrell attributes EMT’s preparedness and agility as keys to its success in the sport and outdoor event category.
“One of the reasons we were so successful in this category throughout the pandemic and beyond is because we were able to mitigate the supply chain issues other suppliers faced,” he says. “In short, keep good stock and offer quick turns so distributors and their customers won’t be disappointed.”
