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We see marketing on social media as trying to gain attention for a product by ads, video's, photo's etc. When you sell a product, for example a box of chocolates, you know how the chocolates will taste. There won't be any chocolates that taste bad reach the customer, because they would not be packed and sold. With these types of products you know what the customer will get. With sports you don't.
If a football team wants to do marketing you'll be dependent on the results of that football team. If it doesn't go well with the results, the attendance will decrease and it will be difficult to do something about it with social media. In fact, the marketeers of sportsteams need to make extra effort when results are going good to bring the people back who stopped going to the games. They try to do activities besides the game, for example by giving the supporters a free drink when they arrive early at the stadium or give people the chance to meet the players.
The main activity for these marketeers is doing marketing on the social media. That one day in the week, matchday, is not enough to do marketing. The people, the fans want more. They want the latest news, pictures, videos. For short, they want to be involved with these teams every hour of the day.
This kind of marketing is pretty fascinating if you ask me.
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