What is the attractiveness of action sports and why are brands so attracted to that market? The last ten years marketing and action sports have become intertwined. Various companies use the thrill and risk of extreme sports as an advertising accelerator. Mainly energy drinks like Red Bull sponsor, and advertise with, a wide variety of high-risk sport events and athletes in order to associate their brand with the thrill as well as the overall cutting edge spirit of the action sports.

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ATTRACTIVENESS OF ACTION SPORTS
and why brands act in that market
by Hayco Volkers

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What are action sports?
activities that entail a high level of inherent risk
extreme sports
aggro sports
high-risk sports
adventure sports
adrenaline sports

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Action Sport is
SPEED

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Action Sport is
HEIGHT

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Action Sport is
PHYSICAL EXERTION

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Action Sport is
HIGHLY SPECIALIZED GEAR

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Action Sport is
TESTINGTHE INDIVIDUAL

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Characteristics Action Sports athletes
They believe that people with certain personality traits are more likely to participate in
high-risk activities
Action Sports athletes are more emotionally stable compared to non-risk sport athletes
Action Sports athletes also uphold key elements of conscientiousness
Action Sports athletes are often times forceful, dominant, brave, sociable an
communicative
what does research say about action sports (high-risk) athletes
All nice to know, but…

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What is the attractiveness of Action Sports?
for action sports athletes, consumers and brands

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Attractiveness
THE THRILL

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Attractiveness
THE GEAR

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Attractiveness
ENTERTAINMENT

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Attractiveness
THE RISK OF CRASHING

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Attractiveness
THE PEOPLE WHO DARE

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Attractiveness
THE LIFESTYLE

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Marketing & Action Sports go hand-in-hand
Various companies use the thrill and risk of extreme sports as an advertising accelerator.
In particular energy drinks like Red Bull, Monster and Rockstar sponsor, and advertise
with, a wide variety of high-risk sport events and athletes in order to associate their
brand with the thrill as well as the overall cutting edge spirit of the action sports.
An important influencer of the action sports lifestyle is Virgin CEO Richard Branson.
He’s living it and uses his lifestyle for positioning his ‘Virgin’ brand.
the last ten years marketing and action sports have become intertwined

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Results of intertwining
No longer are extreme athletes the only ones interested in extreme and action sports.
Because of companies like Red Bull, many people have become fans and aware of the
sports and lifestyle. They view it as a leisure activity and adrenaline seeking activity.
The unpredictability and risk of the sports is what makes them both thrilling and dangerous.
And the lifestyle makes them desirable.
because of the development of marketing and action sports

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Brands & Action Sports
action sports as marketing vehicle

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Action Sports as marketing vehicle
FOOD & BEVERAGES

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Action Sports as marketing vehicle
BROADCASTING

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Action Sports as marketing vehicle
MANUFACTURERS

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Action Sports as marketing vehicle
SPECIALIZED ACTION SPORTS SITES

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Adaptation of Action Sports by traditional brands
the attraction of action sports in advertising is migrating from the
action brands to more traditional brands

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Adaption by traditional brands
FOOD & BEVERAGE

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Adaption by traditional brands
TELECOM

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Adaption by traditional brands
OUTDOOR CONCEPT CAR

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Main target groups for brands
Lifestylers
not always active in the sports but specially interested in high-end brands that produce fashionable, technical
gear
Urbanturers
also known as Young Outdoor Professional (YOP). Career focused, have money to spend, and want to
participate in outdoor activities in their spare time; they only want high-end gear
Multi-sporters
Practicing two or more action sports regularly, and have a wide range of interest in action sports gear and style
Sports extremists
people that exert one specific sport and buy top notch gear
identification attraction

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About Gearlimits Digital
Gearlimits Digital provides online marketing and online strategy solutions mainly for outdoor and action
sports. We help your company to engage with your online community and build your online
identity. Gearlimits is also an online publisher of outdoor and action sports websites. Titles of
Gearlimits are Footedness and GearXtreme.
About me
I am interim-manager, entrepreneur and a vivid action sporter. I am an internet
professional with international experience in setting-up, organizing and managing
online and new-media projects as well as optimizing existing online platforms.
Over the years I have lead multiple projects working for multinationals, start-ups
and small businesses
Contact me
HaycoVolkers
+31 6 81 10 78 50
hayco@gearlimits.com
Sebastian Op hetVeld
+31 6 34 82 95 91
sebastian@gearlimits.com
or

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Sources
AdAge (2005).“Emotional Equity Is Still Disney’s Key Asset”.Accessed on August 1st, 2013
(originally published February 14th, 2005 by Michael Mendenhall).
Shank, M.D. (2008). Sports Marketing:A Strategic Perspective (4th Ed.). Upper Saddle River:
Prentice Hall.
Wallin A. (2012). Extreme Sports:AreThey WorthThe Risk?