Targeted sports advertising for the home team

The Power of Sports Advertising: Reaching Targeted Audiences Beyond Home Markets

June 26, 2023

By: Steve Ullman, Fournder and President, Political Marketing + Media

I am asked every so often whether advertising on sports properties is effective when there is no true “home” team to consider.  For example, in this year’s election cycle we have competitive races for Governor of Kentucky, Mississippi and Louisiana.  Only Louisiana has a pro sports team in the Saints of the NFL and football, college or professional doesn’t gear up till September.  What can I do to take advantage of sports advertising when the “home” team is in a different state altogether? 

Sports advertising has long been recognized as an effective medium for reaching large audiences and generating brand exposure. Traditionally, advertisers have focused their efforts on capturing the attention of fans within the home market of a particular sport. However, in today’s interconnected world, sports advertising has evolved to transcend geographical boundaries, enabling businesses to reach targeted audiences even if they are not in the home market. In this blog post, we will explore the various ways in which sports advertising can effectively reach and engage specific demographics and create meaningful connections with fans around the globe.


  1. Leveraging Global Sports Events:

One of the most powerful ways to engage targeted audiences outside the home market is through global sports events. Events such as the Olympic Games, FIFA World Cup, or the Super Bowl attract viewership from diverse backgrounds and cultures. By strategically aligning advertising campaigns with these events, businesses can tap into a massive global audience and increase brand visibility to a broad range of potential consumers.


  1. Digital Advertising and Social Media:

In today’s digital age, sports fans are not limited to following games through traditional media channels. The rise of social media platforms and streaming services has revolutionized the way people consume sports content. Leveraging digital advertising and social media platforms allows advertisers to precisely target specific demographics based on their interests, location, and online behavior. By understanding the preferences and habits of their target audience, advertisers can craft personalized and relevant campaigns that resonate with fans, regardless of their geographical location.


  1. Influencer Marketing:

Influencer marketing has emerged as a powerful tool in sports advertising. Sports personalities and influencers often have dedicated fan bases that extend far beyond their home markets. Collaborating with these influencers provides a unique opportunity to tap into their engaged audience and promote products or services effectively. By partnering with influencers who align with their brand values, businesses can leverage their reach and credibility to create meaningful connections with fans in different regions.


  1. Localized Campaigns:

While targeting audiences outside the home market, it is crucial to recognize cultural nuances and tailor advertising campaigns accordingly. Localization involves adapting messaging, visuals, and even the choice of sports to resonate with the specific audience. By incorporating local elements, cultural references, or even using local sports heroes in advertisements, businesses can establish a sense of familiarity and relevance that captures the attention of fans in different regions.


  1. Data Analytics and Targeting Tools:

Harnessing the power of data analytics and targeting tools can significantly enhance the effectiveness of sports advertising campaigns. By analyzing user data, advertisers can gain insights into consumer preferences, behavior patterns, and demographics. These insights enable businesses to optimize their advertising efforts, identify new target markets, and refine their strategies to reach specific audiences more effectively.



Sports advertising is no longer confined to the home market of a particular sport. The globalization of sports, combined with advancements in technology, has opened up immense opportunities for businesses to engage targeted audiences around the world. By leveraging global sports events, embracing digital advertising and social media platforms, utilizing influencer marketing, adopting localized campaigns, and utilizing data analytics, advertisers can effectively reach and connect with fans outside their home markets. The power of sports advertising lies in its ability to transcend geographical boundaries and create meaningful connections with diverse audiences, ultimately driving brand exposure and fostering long-term customer relationships.

If your campaign needs to engage with sports fans and you don’t know where to turn, contact Political Marketing + Media and drop me an email at  I look forward to hearing from you.


Tags: Political Advertising, Sports Advertising, Home Team Sports, RSN