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Sports Marketers Need To Understand The Human Nature Of Spectators

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Guest Post Submitted By Josh Landson

Human nature and its many influences on the field of sports has been the subject of various studies over the last few decades. A fair number of these studies examine how different sports attract people with different sets of psychological traits. For example, football attracts many aggressive players and a sport like shooting attracts those with a keen sense of concentration and patience.

Though the bulk of these studies have been conducted on sports people and the way they play or practice their sport, very few studies have actually delved into the psychological traits of the spectators that different sports attract.

Sports Marketers Have a Lot to Learn

Sports marketers are only slowly warming up to the benefits of researching spectator behavior according to the sports they’re interested in. The ultimate goal of any sports marketer is to attract spectators and consumers. All kinds of sports have a dedicated following of spectators who form a valuable target base for multiple forms of sports marketing and advertising. Where there are dedicated spectators, there’s a lot of potential for sport marketing. Most sports marketers will still be beating around the bush with less than stellar communication till they figure out the psychology and the innate human nature of their target audience, a.k.a the spectator.

It’s true that sports psychologists have been studying the behavior of sportsmen and women for decades. They have almost perfectly mapped all the behavioral traits that one can expect in athletes across any significant sporting event. However, one area they’re still vague about is the mind of the spectator. Human nature suggests that people watch a certain sport and follow it based on their own psychologies. Aggressive people tend to follow contact sports and artistic people usually follow sports that require precision and dexterous skills like Golf. If sports marketers were able to crack the psychology of the audience they’re looking at, they’ve pretty much managed to reach the holy grail of sports marketing.

In order to effectively market a sport, an in-depth knowledge of the mindsets and psychology of its spectators is absolutely essential. Most sports marketers take a very general approach to promoting the sport they specialize in. They wrongly try hard selling the sport instead of trying to come up with smarter pieces of communication that can tug at the roots of the psychological elements that pull spectators to the sport in the first place. An essay titled ‘Human Nature” (read here) discusses these basic elements. Different sports attract people with different qualities and in many cases, human nature leads spectators to watch a certain sport for many of the same reasons that drive sportsmen and women to participate in it.

Sports Marketers Can Benefit Greatly From Human Nature Research

With enough research into a spectators mind, a sports marketer can come up with tailor made communication that spectators will readily identify with. If a strong subconscious connection is made, it’s very simple to attract people to a sport simply based on their psychological traits. Qualities like aggression, IQ, physical strength, dexterity and many other such traits can be used by sports marketers to draw attention, publicity and spectators to their chosen sport. It’s high time sports marketers started picking up this trend and start effectively marketing sports using communication based on studies of spectator psychology and human nature.

Author Bio: Josh enjoys writing and trying to understand the world and us!! Fascinated by humans and the way we tick – he is currently looking at the ideas published by biologist Jeremy Griffith – his rational, biological explanation of men and their human nature is incredible!

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