333,000
Registered 501c organizations that are not religious or charity-based – including business leagues, social & recreational clubs and fraternal beneficiary societies.
(Statista)
Sports clubs and teams, interest-based groups and community organizations have been on the rise in the postpandemic world.
The number of associations and interest groups is increasing to fill social gaps and create spaces for people to connect and share hobbies. The 2024 Meetup Measurement Report published by social media platform Meetup, showing that the percentage of events that were in-person grew from 71% in 2022 to 79% in 2023 – according to data from its 60-plus million members – suggests a growing desire among people to reconnect with real-life.
Meanwhile, the sports world welcomed new teams in 2024 across minor league baseball, field hockey, women’s soccer, auto racing and others. Expansion on the professional level typically also means growth in the number of amateur clubs as an activity becomes popular across age groups, and new competition nudges organizations to find ways to set themselves apart. Deloitte’s 2024 Sports Industry Outlook predicts that sports organizations will continue investing in technology that manages fan data so they can run even more targeted promotions and campaigns to increase engagement, loyalty and purchasing.
These groups rely on member participation, fundraising and community support for their longevity and impact, and the opportunity for branded items in this sector abound, with $1.3 billion in associations & clubs promo products sold. For starters, focus your efforts on promotional strategies that strengthen membership recruitment and retention, enhance donor relations and highlight event branding.
Product Pick
This bag and luggage tag (5100), which includes a sleeve for business cards and identification, is a staple for sports clubs and associations related to travel.
Product Pick
Soft enamel trading pins (TP-WH-1) are a traditional item among sports clubs that compete nationally and internationally. Players give their branded pins to players from the opposing team and vice versa, making them a valuable collector’s item.
3 Distributor Tips
Paige Thomas, owner of KB/Incentive Marketing (asi/470994) in Colorado Springs, CO, which is affiliated with Counselor Top 40 distributor Kaeser & Blair (asi/238600), counts the Boys & Girls Club of America and several U.S. Olympic and Paralympic sports clubs as her longtime clients.
1 Move with your client contacts. It’s common for a client to change jobs several times throughout their career, and if you’ve served them well, you’ll move with them. “Build the kinds of relationships that will make a client want to take you with them when they transfer to a new position or organization,” Thomas says. “This is a great way to grow your client base organically, especially when they leave a strong referral for you to continue serving their original account – a double win.”
2 Create event-related specs. Trained as a graphic artist, Thomas knows the impact of a client seeing their branding on a product. For clubs, it’s extra important to showcase art possibilities, as many are seeking branding for one-off events that require multiple logos and event-specific design. A little extra creative work on the front end makes it easy to convert the spec to a sale.
3 Hand-deliver holiday gifts. In the world of digital communication, it can be a breath of fresh air to receive a gift that’s delivered with a smile. Thomas advises this personal touch on as many client gifts as possible to stand out from the crowd and create a connection point that’s solely for gratitude. Sometimes, it pays off in unexpected ways: “I’ve been introduced to new contacts several times when onsite delivering gifts,” she says, “and I always find that it’s worth making the effort.”