Case Study: How Smaller Sports Teams Can Drive Digital Kit Launch Success
For smaller sports teams, digital kit launches offer an opportunity to punch above their weight, creating excitement, engaging fans, and driving kit sales. While larger clubs may have bigger budgets and global reach, smaller teams can still execute highly effective kit launches by leveraging digital tools and creative strategies. Here’s how a few smaller teams have achieved success with digital kit launches—and the lessons you can apply to your own campaign.
1. Forest Green Rovers (Football, EFL League Two)
Campaign Focus: Sustainability and fan engagement.
Strategy: Forest Green Rovers, known for their eco-conscious approach, centred their kit launch around sustainability. They used social media to highlight the environmentally friendly materials in their kit, creating a series of posts that appealed to both local fans and global eco-conscious communities.
Results: The club saw a 15% increase in kit sales year-on-year source. The launch also resulted in significant social media engagement, boosting their Instagram followers by 8% during the campaign source.
Key Takeaways:
Leverage what makes your club unique to create a distinct campaign.
Appeal to broader interests beyond just sport, such as sustainability or community impact.
2. Shrewsbury Town (Football, EFL League One)
Campaign Focus: Fan involvement and local pride.
Strategy: Shrewsbury Town focused on fan involvement by running an online poll where fans could vote on elements of the kit design. They also created a series of behind-the-scenes videos showing the kit’s production, which helped build anticipation.
Results: The club’s campaign led to a 20% increase in pre-orders source, and the behind-the-scenes content drove a 15% rise in social media engagement source.
Key Takeaways:
Involving fans in the design process can increase their emotional investment in the kit.
Behind-the-scenes content creates a sense of exclusivity and helps build excitement leading up to launch day.
3. Exeter City (Football, EFL League Two)
Campaign Focus: Digital-first strategy with targeted ads.
Strategy: Exeter City used targeted Facebook and Instagram ads to promote their kit launch to specific segments of their fanbase. By focusing on long-term supporters and local fans, they were able to increase visibility without spending a large amount on traditional advertising.
Results: The digital-first approach saw a 25% increase in online kit pre-orders source, with their targeted ads driving significant traffic to their e-commerce site.
Key Takeaways:
Paid digital ads, even with a modest budget, can be highly effective if targeted correctly.
Focusing on local fans and long-time supporters can drive sales without needing a global audience.
How Smaller Teams Can Replicate These Strategies
Smaller sports teams can adopt similar strategies to achieve digital kit launch success, even with limited budgets. Here’s how:
Leverage Your Club’s Unique Story: Use what makes your club distinct—whether it’s your values, history, or local pride—to create a launch campaign that resonates with your fans. This can help you stand out in a crowded market.
Engage Your Fans Early: Whether through polls, contests, or sneak peeks, fan involvement is key to generating buzz and building excitement. Fans who feel involved are more likely to purchase the kit.
Utilise Targeted Digital Ads: Social media ads can be highly cost-effective, especially when targeted to specific segments of your audience. Even a small budget can go a long way in driving traffic and sales.
Use Social Media to Drive Engagement: Platforms like Instagram, Twitter, and Facebook allow you to engage with your fanbase directly, build anticipation, and increase awareness of the launch. Posting consistent, high-quality content is key.
Final Thoughts
Smaller sports teams can achieve digital kit launch success by focusing on what makes their club unique, engaging fans early, and using targeted digital marketing. By following the examples of teams like Forest Green Rovers, Shrewsbury Town, and Exeter City, your club can turn a kit launch into a highly successful event that drives both engagement and revenue.