In a world where PR and content marketing are essential for SEO, the sports industry can bring some insights for anyone in the field of digital marketing.

Karina Barriga Albring from FIFA joins me on the SEJ Show to talk about the world of sports development and sports marketing. She shares her journey from traditional journalism to PR and marketing.

Check out how sport can provide some valuable marketing insights and how marketing can benefit from sport too.

We know how passionate people are about a sport, whether it’s soccer, football or basketball. People sometimes have an irrational attachment to this activity, myself included. We don’t use our minds when processing a sport. The fandom is not something sane. So if you have such attachment to something. The emotional bond is so strong that brands naturally want to be there. Sports marketing follows the immense love, connection and relationship we have for sports. – Karina Barriga Albring, 11:44

We will see brands align with athletes whose message and online persona align with the values ​​the brand is trying to spread. – Karina Barriga Albring, 24:31

Brands like to have ambassadors who are relatable and real people. So if you are an athlete who enjoys acting, go to the theater and get involved in local community activities. Try to identify the other passions you have. All of this helps you build your personality. Make people find you more likeable and likeable, which makes brands want to work with you. – Karina Barriga Albring, 30:30 p.m

[00:00] – About Karina.
[03:40] – How working with other industries in sports has helped her.
[06:57] – What PR is about.
[10:54] – What is sports marketing?
[16:12] – How does licensing relate to sports marketing?
[19:14] – The importance of personal branding in sports marketing.
[27:26] – Opportunities for athletes to build their brand.
[33:28] – Sports marketing tips that can be applied to marketing.

Mentioned resources:
FIFA – https://www.fifa.com/

In the times we live in, we no longer compete for an audience. We are not only
in competition with our direct competitors, but for the attention of the public. You fight for people’s times. So when you’re trying to grab the attention of one of your fans, you’re competing with the music they’re listening to. They also compete with Spotify and so many other things. We have to keep that in mind today when we analyze our strategies and our positioning. It’s not just about our direct competitors, but also who our audience is giving their time and interest to. – Karina Barriga Albring, 48:29

When it comes to website development or SEO, it’s always nice to check what your main competitor and smaller competitors are doing. And it’s always great to have a “side project” to experiment with. But of course, you might not be able to do this on your company’s website. Still, being able to have a side project and then turning it into a business case and then being able to do that and showcase it on your company’s website can also be helpful. –Loren Baker, 47:23

The most important thing is to understand the audience. Who do you want to reach and then identify the best channels to reach that audience? When it comes to online influencers and content creators, we don’t just think of traditional media when we think of PR. We think of anyone with a platform to spread your message.– Karina Barriga Albring, 8:27

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Connect with Karina Viviana Barriga

Karina loves building lasting relationships with people and uses the game of soccer as her best opportunity.

Her passion for sports and her expertise in journalism, public relations and marketing help her to develop athletes and companies side by side through dynamic business models.

With an MBA already committed to the football industry combined with bi/multicultural experience in the industry, Karina is poised to make meaningful changes in this ballgame!

Connect with Karina on LinkedIn: https://www.linkedin.com/in/karina-barriga-albring
Follow her on Twitter: https://twitter.com/kbarrigaalbring

Connect with Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker

Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker