ClickZ Winter Sports Newsletter - 08.22.2024

PLUS: The strategy behind Crystal Ridge rebrand, and how nine ski brands have hacked the summer

Author

ClickZ
August 22, 2024 • Estimated Reading Time: 5 minutes

Specialty Bites 🍪

Salt Lake City has been chosen to host the 2034 Winter Olympics, marking its second time and the fifth for the U.S. The decision, made during the IOC's 142nd session in Paris, was met with overwhelming support from Utah residents and politicians. The 2034 Games will leverage existing venues from the 2002 Winter Games, such as Snowbasin and Deer Valley, ensuring a seamless transition and continued legacy.

The community's backing and the success of the 2002 Games, which fostered youth sports programs and produced Olympic hopefuls like Paralympian Dani Aravich, were pivotal in securing the bid. Economically, the Games are projected to inject $6.6 billion into the region, with hosting costs estimated at $2.83 billion. The compact venue plan, with all sites within an hour of the Athlete Village, underscores the efficiency and athlete-centric focus of the bid.

The United States Ski Mountaineering Association (USA Skimo) has launched Project Podium, a donation-funded initiative aimed at ensuring the success of US athletes in global competitions. Sarah Cookler has been appointed Head of Sport to lead this effort, supported by a significant donation from entrepreneur Mike Paulus.

Crystal Ridge Ski Area, formerly The Rock Snowpark, reverts to its original 1980s name. The rebranding includes a new logo, website, and merchandise. The change honors founder John Kaishian and aims to unify winter and summer operations. Despite potential name confusion, the move excites Wisconsin's passionate skiing community.

Nine ski brands, renowned for winter gear, excel in summer products too. From Flylow's versatile Dirt Gloves to Patagonia's eco-friendly swimsuits, these brands offer high-quality, durable items for various activities. Whether camping, biking, or swimming, their innovative designs ensure you're well-equipped for summer adventures.

Industry Appetisers 🥨

Funko has announced a limited-edition Pop! figure featuring rapper Flavor Flav in support of Team USA Water Polo. This collectible, available for preorder until August 16, will ship on December 12. Funko will also donate to Team USA Water Polo, adding a philanthropic element to this exciting release.

The 2028 Summer Olympics in Los Angeles will see significant changes, with new sports like flag football, lacrosse, and cricket replacing popular trend sports such as breaking. Despite breaking's success in Paris 2024, it won't return until possibly 2032. Financial incentives and American sports dominate the new lineup.

Performance Platters 🍽️

FoTikTok has emerged as a powerhouse for eCommerce, particularly during peak periods like Black Friday and Cyber Monday, with Fospha's data showing brands now allocating an average of 10% of their marketing budgets to the platform due to its exceptional return on ad spend.

TikTok's ability to capture consumer attention during high-traffic periods offers a unique opportunity to enhance visibility, drive conversions, and outpace competitors in a traditionally B2B-focused industry. The platform's effectiveness in attracting new customers, with a significant percentage of purchases coming from first-time buyers, makes it an ideal channel for corporate gifting brands to expand their client base and showcase their product range to a broader audience.

Creative optimization is crucial on TikTok, with the need for platform-native, trend-driven content that resonates with the audience and stands out during fierce competition for attention in peak gifting seasons.

As CMOs prepare for upcoming peak periods, how can they leverage TikTok's unique ecosystem to create engaging, B2B-focused content that captures the attention of potential corporate clients and drives long-term growth?

Gen Z is increasingly using Pinterest for shopping inspiration, making it a crucial platform for brands targeting this demographic. Pinterest's user base is growing, with Gen Z being the fastest-growing segment. Brands like American Freight and Bis are leveraging Pinterest's features to boost engagement and sales.

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