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Golf, Tennis & Fast Horses: Luxury Customers Love Sports

Golf, Tennis & Fast Horses: Luxury Customers Love Sports

Luxury Daily, which focuses on very high-end retail, recently released a special report, “Sports and Luxury”. The relationship between luxury fashion and sports is well-established. Ralph Lauren’s emblem is a polo player; the brand has the honor of clothing the American Olympic Team.

Luxury brands sponsor sports events and teams as part of their marketing strategy; they also hire celebrity athletes as influencers. These tactics are obviously beyond the reach of emerging luxury brands, who must find another way to compete.

What is a Luxury Brand?

A luxury brand is one defined by recognized excellence, meaningful differentiation from similar products, and an articulation of a unique spirit. Luxury doesn’t have to mean expensive, although it often does. Luxury buyers are highly motivated by quality and unique compelling experiences; there’s also a large aspirational quality to luxury brands’ appeal to the public.

Traditional & Fantasy Sports for the Affluent Buyer

Golf, tennis, and equestrian sports are among the most popular luxury sports. Their appeal is in part traditional, and in part due to the exclusive nature of these sports, which require a good amount of money to play or watch. When we consider aspirational buyers, other sports, including motor sports – think F1 racing, rather than Nascar – and college basketball become more relevant.

Fantasy sports are extremely popular. 59.3% of Americans play one or more fantasy sports regularly; football is the #1 choice, followed by baseball. Fantasy sports players are overwhelmingly college educated and affluent: they are or have the potential to be luxury buyers.

[Tweet “59.3% of Americans play one or more fantasy sports regularly.”]

Unique Compelling Experiences Happen on Smartphones

Part of the reason fantasy sports have become so popular is the fact they’re played on smartphones and mobile devices. Players can get their sports fix throughout the day, at a time convenient to them, without having to interrupt their schedules. Gameplay has an energizing, rejuvenating effect on the brain that many find pleasurable: that’s why people play the same games over and over again.

We know that 2/3rds of the buyer’s journey happens digitally. Sponsored gameplay is the contemporary, budget-friendly version of luxury sports sponsorship. By providing The Finer Things Fantasy Football Game to your customers, you’re establishing yourself as a player in luxury spaces – a brand that appreciates quality experiences and values your customers enough to give them a good time. Tag Heuer gets lots of business by sponsoring English Premier League Soccer. Strategically leveraging technology means you can do the same thing. Learn more about The Finer Things Fantasy Football Game here.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office