More Than Burgers and Beers: Why Tailgating Is a Marketing MVP

Why Tailgating Works for Advertising 

Tailgating brings together fans who love their teams. This makes it an ideal environment for brands to increase visibility, encourage social media engagement, off promotions, and build community. Brands can set up tents and do giveaways to put their company at the front of fan experiences. Creating these experiences drives social engagement with hashtags and live interactions and increase their online reach. 

A great example of this is the Barstool Tailgate Show. They do a live broadcast that features Dave Portnoy, Pat McAfee, and Julie Stewart-Binks to talk all things sports at college tailgates.  

Public Relations Benefits of Tailgating 

Tailgating isn’t just an advertising tool—it’s also a PR goldmine. Businesses can use tailgating to strengthen public relations efforts through community engagement, media exposure, partnership opportunities, and crisis management. They can also support local teams and host events at tailgates to engage directly with customers in a fun setting to help build a connection. 

Tailgates also foster buzz-worthy moments that can attract media coverage. By creating exciting moments connected to your brand, you can get free media exposure. 

Best Practices for a Winning Tailgating Strategy 

To make the most of tailgating opportunities, consider these best practices: 

1. Know Your Audience – Tailor the messaging and promotions to match the interests and values of the fans attending. 

2. Make It Interactive – Games, photo booths, and live social media interactions make your brand memorable. 

3. Leverage Influencers – Partnering with sports personalities or social media influencers can enhance credibility and reach. 

4. Be Authentic – Fans appreciate brands that genuinely support their teams and communities. 

5. Follow Up – Keep the momentum going with post-event engagement, special offers, and personalized content. 

Sports tailgating is more than just a pre-game tradition—it’s a powerful marketing and public relations tool that allows brands to engage with audiences in a fun and meaningful way. By leveraging tailgating culture strategically, businesses can create lasting impressions, increase visibility, and build strong community connections. 

So, next time you’re planning an advertising or PR campaign, consider the power of tailgating. It’s a game-changer!