If you are like me, a huge fan of the soccer and the sportsthen surely you already know or have seen the seasons of ted Lassothe series that, despite having a light and humorous and even somewhat romantic tone, also offers a few valuable lessons about marketing sports. Taking advantage of the end of season 3, which is the end of the series as indicated by its protagonists, I want to reflect on what it leaves us in terms of merchandise applied to sport.
The first lesson, for me, is very clear: the importance of history (storytelling). Ted Lasso is a trainer of soccer American who ends up managing a soccer team in the English Premier League, a completely foreign scenario for him. The plot itself is a fantastic story, and here’s the lesson: stories sell. As professionals of marketing, our job is to tell exciting stories that engage the audience. Whether it’s the story of a athletea team or a brand, a captivating narrative is a powerful engine for audience attention and engagement. In the case of Ted Lasso, we see a lot of the theories about storytelling of Blake Snyder that he embodied in his series of
books “Save the Cat!”. Worthy of study.
Another lesson we can learn from the good Ted Lasso is the importance of authenticity. Ted is transparent, honest and true with himself and with others. And although for Latinos, so much positivism causes us distrust, in the world of marketing sports, authenticity is essential. Fans can sense falsehood from miles away, and in the age of social media, any attempt at manipulation/misinformation will go viral, but for the wrong reasons (I’ve seen and lived through many such cases). When we work with athletes or teams, we must
strive to present an authentic and honest image.
Now, let’s talk about a third lesson, and this is one of my favorites: focus on community. Ted not only cares about his team, but also the community around him. In one of the scenes, Ted helps a local establishment increase sales with a small marketing idea. As professionals of marketingwe must remember that the equipment sports they are part of their community and have the ability to positively influence it. Through various initiatives, we can help improve the environment, increase fan loyalty and improve the image of the brand and not only him
physical environment, but also the virtual/digital one that is essential at this time. Finally, a reflection on resilience. Lasso faces numerous challenges and challenges throughout the series, but he always picks himself up and keeps going. In marketing sports, we also face many challenges, whether it is poor team performance, an image crisis or a change in consumer trends, or a pandemic. However, like Ted, we must be resilient, adapt, and keep going with a positive spirit in the face of adversity. Additional mention also, for the issue of the importance of mental health and the balance between work-personal life, something that is being discussed more and more and that has become a generational clash in the workplace.
Who knew that a “comedy” series (which has brought me to tears several times) could teach us so much about marketing sports? Ted Lasso reminds us of the importance of telling compelling stories, being authentic, focusing on community, and being resilient. And yes, simple as it may seem, sometimes those are the most important lessons we can
learn and not forget So, as the legend rises with the ending of Ted Lasso, let’s remember that, like the soccerhe marketing sports it is also a game of team, heart and resilience. And if there’s one thing Ted has taught us, it’s that with a positive attitude and a belief in the potential of individuals and the team, anything is possible.