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14 PRODUCT GUIDE PSI Journal 2/2016 www.psi-network.de FAN ARTICLES, SPORT, LEISURE FIT FOR ADVERTISING The themes of this product range are active and trendy. Leisure activities that deal with sport are a ten a penny. These realms of experience require matching products and accessories. And the industry offers them as highly targetable promotional products. Promotionally effective products associated with fan merchandise, sport and leisure time are always in season. Popular sporting events such as the FIFA World Cup and European Football Championships are each held every four years and serve as strong promotional engines for fan merchandise. But even beyond this, numerous advertising opportunities are offered within the topic areas covered by this product category. Sport was originally contrasted with the seriousness of working life as a game, and thus categorised as a leisure-time activity. Even today, sports and games are often referred to in the same breath and serve – with the exception of professional sports – as a leisure-time activity. It is hard to imagine that there is a better environment for the promotional products industry in which to convey their messages. Advertising here has a quasi sporty and playful impact – whether it be outdoors, at a sports centre, at a gym or at home – and under these (usually relaxed) conditions is retained for longer than elsewhere. The wide range of products which promotion specialists create for this purpose range from classic sporting goods to unusual accessories. <

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