Eat, Sleep, Conquer Sports Marketing.. Repeat.

When it comes to marketing in sports, there is no better example of sports a brand that markets their product on every level than WWE. The sports entertainment company ranked a perfect 99 Klout rating and is ranked in the top 6 of the most influential social media brands in the world. For the past two years, WWE’s flagship show Raw has consecutively been ranked as the top 5 most socially active primetime shows, with almost 1.5 million social mentions per week.

Aside from John Cena’s presence on Twitter, Facebook and WWE’s dominance in social media, there are many further elements that make this sports marketing juggernaut such a force to be reckoned with, both in entertainment and sports. The majority of the mainstream social interactivity results from not only the athletic, smack talking entertainment, but also the company’s ability to market its product in no other way a sports or Entertainment Company has been able to master at this level.

More than any other sports entity, WWE markets at every local level and competes in more than 200 live shows worldwide annually, with no off-season. Programs, pay-per-view events, and WWE’s 24/7 streaming network is broadcasted in 170 countries and in over 10 languages. All WWE branded merchandise is sold at live events and WWE’s website based shop zone.

The company is set to release its highly anticipated trailer tomorrow of its digitally advanced WWE 2K15 video game, set for release this November. The sports entertainment company even found a way to make fans go bananas for its downloadable action-packed, collectable card game app that was downloaded over 1.5 million times with in its first week of release, less than a month ago.

David K. Stotlar defines Sports Marketing as “the process of designing and implementing activities for the production, pricing, promotion, and distribution of a sport or sport business product to satisfy the needs or desires of consumers and to achieve the company’s objectives.”

WWE has designed activities in a non-conventional way, based on highly athletic performances, great storytelling and female drama. According to the target audience interests, that is exactly what is needed to satisfy the needs of the WWE Universe’s needs and desires. WWE has become one of the most recognizable brands in all of marketing and media and it all begins with their fan affinity and ability to adapt to the digitally evolving social climate.

Marketing, Sales & WWE Network

The WWE Network is hoping to pin one million subscribers by the end of 2014. At 700,000 U.S. based subscribers, the company hopes to increase its buy-rates with recent distribution availability to international consumers. The network is now accessible in over 170 countries and chief marketing officer, Michelle Wilson believes that its break-even point will be reached at a quicker rate than anticipated with its widespread influence.

With WWE’s PPV caliber exceeding previous events with main attractions including headline performers John Cena and Brock Lesnar, the company is well on track to gather interest from casual fans to purchase WWE’s service. Compared to UFC and professional boxing PPV’s, WWE is offering fans a more cost efficient form of entertainment considering the company’s $9.99 subscription price.

The company has ventured into its newest form of digital content as a near flawless over the top streaming service. Another way to put it, the network has executed everything it had promised with an extremely sound and efficient strategy. In WWE’s latest press release, the company stated that the network is the “fastest-growing digital subscription service” and “on track to 1 million subscribers”. 

A possible issue that could arise when considering this particular strategy is the potential frustration that can be experienced when customers are greeted by another bill added to their bank statement. To expedite purchases for WWE Network services, the company could potentially see buy-rates at a higher speed if they incorporate some unconventional sports marketing and sponsorship techniques that have not been introduced up to this point. By incorporating offers and promotions to customers who are already paying for WWE’s product, the company can find itself at a break-even point of one million subscribers earlier than expected.

The company could utilize fans that are already spending by incorporating a three-month subscription into a WWE shop zone purchase or incorporating the service into a ticket sale for a live event. Fans like the idea of shopping at sites such as Amazon, where their purchase is a one-time transaction for a DVD or other merchandise. The company could better market its service to fans by offering discounts to WWE memorabilia or even the cost for the network.

The selling push should revolve around one of the four-major PPV’s and help create a unique and new brand image. Opportunities can include sponsor deals to movies, fast food coupons, clothing and memorabilia discounts. A juicer attraction can include a live event ticket promotion that includes the cost of the network subscription with the live event cost.

WWE will reach its viewer potential with its digital streaming product, but the company still has untapped resources to make the network a success. Instead of advertising the $9.99 price, WWE can gain more purchases by personalizing and rewarding the die-hard fan.