This summer, we have Wimbledon, the Open Championship and the Beijing Olympics all to look forward to, meaning a vast array of opportunities to create and sell sport-related products.

Sporting events are the ideal opportunity for promotional merchandise companies to generate profitable new business as the products offer many possibilities for decoration. Already, suppliers will have provided distributors with a selection of sport-themed products in line with the events taking place this summer. 

Sporting events are the prime occasion for companies to turn to old favourites such as T-shirts, soft toys, key rings and mugs, or commission bespoke items specifically for the sporting event in question. As we all know, promotional merchandise is a fantastic marketing tool, so the possibilities are endless.

Distributors will want to capitalise on these events and offer their customers a broad range of products that are relevant not only to the event but to their customers too. This really is the prime time for distributors to discover what their customers want and source products appropriately. 

The only way to do this is for the distributor to communicate with its customers, discover their needs and wants, and use this information to its advantage. Questionnaires sent to customers via email or with the products or catalogue that they order can help reveal what they want. And, it wouldn't do any harm to include an incentive for them to reply, like a free product for example.

Additionally, sports events are fantastic opportunities for promotional merchandise businesses to reach new markets and potential customers. At this time of year, customers range from sports fans to business managers, those involved in hospitality and more.

Popular products for sports fans are bespoke items created with the event in mind. These can provide them with a little memento or souvenir of the day which they can keep forever. 

Companies may host their own themed activities to tie in with major sporting events to improve or maintain staff morale, or maybe promote a bit of friendly rivalry! Business owners are also usually keen to offer corporate gifts that can be decorated with a slogan or company name or logo.  For example, tennis balls in line with the Wimbledon tennis championship and branded with the company details. This in turn will increase consumer awareness of the company over the course of the whole event.  

Those involved in the leisure and hospitality industry may run special promotions to entice customers in at this time of year. For example, gym owners may want branded workwear for their staff to show support for Great Britain at the Beijing Olympics. Alternatively, pub owners may want to sell sport-related souvenirs at the bar, again, to help bring in customers. 

Additionally, schools and sports clubs may organise their own campaigns to run alongside these events. By associating with a sporting event - such as the cricket test match series - organisations can promote a commendable image of helping people be healthy and active, even when they're not a main sponsor of the event. It has the additional benefit of potentially increasing membership numbers in the process.

A lot of preparation goes into creating, sourcing and adorning these promotional products, so it's wise to look ahead to events that will be happening in the distant future. Next year for instance, there will be The Ashes cricket tournament, not forgetting the football World Cup in 2010, and the London Olympics in 2012.

All of these events will undoubtedly be incredibly popular and a great opportunity for the printing and promotional merchandise industry to provide end users with the best products available. 

However, in order to be as successful as possible, companies must market themselves effectively, promote their products, and advertise what makes them distinctive. 

Essentially, it's wise to follow the work ethics of the athletes involved in these sporting events: Put in the preparation, work hard, and reap the many rewards.

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