Marketing to Sports Fans: Data-Driven Strategies That Score

Insights from the Lotame Data Exchange to help you win

If you’re looking to build loyalty, drive conversions, and create high-impact campaigns, marketing to sports fans should be at the top of your playbook. These consumers aren’t just watching—they’re moving, spending, and engaging in real time across channels.

Whether they’re hopping on a bus to the match or listening to sports updates on the radio, sports audiences offer rich opportunities for targeted, performance-driven marketing. Here’s how to tap into that energy and score big with behavioral insights from the Lotame Data Exchange.

Marketing to Sports Fans on the Move: Use Transit-Based Targeting

When it comes to marketing to sports fans, location matters—and so does mobility. These audiences are 4.4× more likely to use public transportation, especially buses.

Key strategies include:

• Running transit ads near stadiums or training centers
• Timing campaigns to align with game-day traffic patterns
• Using mobile geo-fencing to retarget riders in real time
  

Drive Conversions with Quick-Serve Alignments

Sports fans are 3.6× more likely to eat at quick-service restaurants (QSRs)—making these locations prime real estate for promotions tied to live games or team loyalty.

For brands marketing to sports fans:

• Launch time-sensitive deals around local games
• Partner with teams or influencers to co-brand meals or merch
• Promote location-based discounts through apps and push notifications
  

Marketing to Active Sports Fans: Promote Gear and Fitness Lifestyles

Forget couch potatoes—today’s fans are highly active. They’re 7× more likely to buy boxing equipment and pursue personal fitness routines tied to sports performance.

Winning approaches:

• Frame fitness products as tools for skill and endurance
• Partner with athlete influencers for real-world demos
• Position content around “train like a pro” or “athlete mindset” themes
  

Niche Sports Marketing: Tap into Passionate Micro-Audiences

Fans are 5.1× more likely to have an interest in niche team sports like beach volleyball. These overlooked areas of fandom are often highly engaged and brand-loyal.

How to market to niche sports fans:

• Highlight underrepresented sports in your campaigns
• Sponsor grassroots leagues or regional events
• Use storytelling to build emotional connection around niche passions
  

Don’t Overlook Traditional Channels: Sports Fans Still Love Radio

In a digital-first landscape, it’s easy to forget how loyal sports audiences are to traditional media. They’re 3.7× more likely to listen to sports updates via radio.

How to reach sports fans through audio:

• Run time-based radio spots during local and national games
• Use pre- and post-match commentary to place audio ads
• Expand reach with sports-themed podcasts and audio streaming apps
  

Real-Time Engagement: Reach Fans During the Game

Sports fans crave live engagement. They’re 3.3× more likely to attend soccer matches in person and 2.2× more likely to watch sports live rather than on demand.

Marketing tactics for in-the-moment engagement:

• Run real-time social media campaigns during matches
• Offer exclusive ticket drops, giveaways, or second-screen experiences
• Use live countdowns and push notifications to drive urgency and action

Why Marketing to Sports Fans Delivers Results

From fitness gear and QSR tie-ins to real-time digital engagement, marketing to sports fans means tapping into a lifestyle of movement, community, and shared passion. These are not passive consumers—they’re high-intent audiences ready to act.

By aligning with their interests and behaviors, brands can build smart, measurable campaigns that connect deeply with this high-value segment.

Ready to reach sports fans with smarter segmentation? Lotame’s audience data gives marketers the insights needed to deliver highly targeted, performance-driven campaigns that convert.