February 20, 2026
TV Advertising for Sporting Goods Stores: How to Reach Active Consumers on Streaming
Table of Contents
Americans are more active than ever. A full 80% of the U.S. population now participates in at least one sport or fitness activity, totaling 247.1 million people (SFIA, 2024). Between 2021 and 2025, the share of adults who exercise weekly jumped from 43% to 58% (Morning Consult, 2025).
All those active Americans need gear. And they're spending: the U.S. sporting goods retail market hit $107.6 billion in 2025 (IBISWorld, 2025).
Here's the challenge. With over 84,000 sporting goods stores in the U.S. and online giants like Amazon eating into local sales, standing out takes more than a good product selection. TV advertising gives sporting goods retailers a way to build brand recognition, drive foot traffic, and reach active consumers right where they spend their evenings: in front of streaming TV.
Why TV Advertising Works for Sporting Goods Stores
Sporting goods stores sell products that are inherently visual. Running shoes, mountain bikes, kayaks, team jerseys. These products look great on a TV screen, and they connect to aspirations that resonate deeply: staying fit, playing better, exploring the outdoors.
The Visual Advantage
A 30-second TV spot can show your store's atmosphere, your product range, and the lifestyle your customers aspire to. That's something a text-heavy Google ad or a static social post can't match.
Reaching Active Consumers Where They Watch
Here's the thing: the people buying sporting goods are the same people watching sports on streaming TV. CTV advertising lets you place your store's ad alongside live sports, fitness content, and outdoor programming, reaching exactly the audience most likely to walk through your door.
Retail is already the largest ad spending category on CTV (Eicoff, 2025). And the data backs up why: 50% of ad-supported CTV viewers remember advertised products when they're shopping. CTV retail ad spending is projected to grow from $4.99 billion in 2025 to $10.28 billion by 2028 (Skai, 2025).
Building Local Brand Recognition
Most sporting goods purchases happen locally. Customers want to try on shoes, hold a tennis racket, get fitted for a bike. TV advertising builds the kind of brand familiarity that makes people choose your store over the big box competitor or the Amazon search bar.
How to Target the Right Audience
One of the biggest advantages of streaming TV over traditional broadcast is precision targeting. Instead of paying to reach everyone in a metro area, you can focus your budget on the people most likely to buy.
Targeting Options for Sporting Goods Retailers
Geographic targeting: Serve ads only to households within a 10-15 mile radius of your store. Most sporting goods shoppers won't drive more than 20 minutes for everyday purchases.
Interest-based targeting: Reach people who follow sports, fitness, and outdoor recreation content. Target runners, golfers, cyclists, gym-goers, and team sport enthusiasts specifically.
Demographic targeting: Focus on the age groups and income levels that match your core customers. Younger demographics (Gen Z grew their weekly exercise rate by 18 percentage points since 2021) are especially active.
Seasonal targeting: Ramp up during peak buying seasons: back-to-school, New Year's resolutions, spring outdoor season, and the holiday gift rush.
The ability to layer these targeting options means a $500 monthly budget can deliver real impact when focused on the right audience in the right geography.
What to Say in Your Sporting Goods Store TV Ad
The most effective sporting goods ads tap into the emotions behind the purchase, not just the products themselves.
Lead With the Activity, Not the Product
"Get ready for soccer season" works better than "We sell soccer cleats." Show kids on the field, runners on a trail, a family loading camping gear into their car. Your store is the gateway to those experiences.
Highlight What Makes You Different From Online
Local sporting goods stores have advantages that Amazon can't match:
Expert staff: "Our team includes former college athletes who know exactly what you need"
Try before you buy: "Come in and test-ride any bike on our indoor track"
Same-day availability: "Walk in today, walk out ready to play"
Local community: "Proud sponsor of 12 local youth sports leagues"
Seasonal Messaging That Drives Urgency
Sporting goods is a seasonal business. Your ads should reflect what's happening right now:
January-February: New Year's fitness goals, winter sports clearance
March-May: Spring sports gear, outdoor recreation, baseball/softball season
June-August: Summer activities, back-to-school team sports
September-November: Fall sports, hunting season, holiday gift ideas
December: Holiday gift-giving, winter sports
Building Your TV Campaign
You don't need a massive budget to make TV work for your sporting goods store. Here's how to structure a campaign that fits a local retailer's business.
Campaign Structure
Always-on baseline (year-round): Run a low-frequency campaign that keeps your store name in front of local active consumers. Even $200-$400 per month builds cumulative awareness.
Seasonal pushes (4-6 times per year): Double or triple your spend around key selling seasons. Back-to-school (August), holiday (November-December), and New Year's (January) are the biggest opportunities.
Event-driven campaigns (as needed): Local tournaments, marathon weekends, opening day for youth leagues. Short 1-2 week bursts tied to specific events your customers care about.
Budget Guidelines
For context, the sporting goods industry spent $802 million on advertising in 2023 (Statista, 2023). CTV retail ad spending is growing three times faster than retail search advertising (Skai, 2025). The retailers investing in streaming TV now are positioning themselves ahead of the curve.
TV Advertising vs. Other Marketing Channels
How does TV stack up against the channels sporting goods stores typically use?
The key insight: TV advertising makes your other channels work harder. When someone sees your store on TV and then encounters your Google ad or social post, they're far more likely to click and visit. Research shows TV drives a significant lift in branded search and website traffic.
Getting Started
Platforms like Adwave make it simple for sporting goods retailers to get on TV. You can create a professional ad from your store's website in about two minutes, target active consumers in your area, and launch for as little as $50.
Your quick-start plan:
Define your radius: Target the ZIP codes within driving distance of your store
Pick your season: Start with your next big selling season
Create your ad: Feature your store, your products, and the active lifestyle your customers want
Set a budget: Start at $300-$500/month and measure the impact
Track results: Monitor foot traffic, website visits, and sales during your campaign
The sporting goods stores that build brand recognition through TV will be the ones customers think of first, whether they're gearing up for soccer season or shopping for holiday gifts.
Common Questions Answered
How much does TV advertising cost for a sporting goods store? With streaming TV, sporting goods stores can start advertising for as little as $50 per month. Most single-location retailers running meaningful campaigns spend $300 to $1,000 monthly, targeting households within a 10-15 mile radius of their store. This is a fraction of traditional broadcast TV costs, which often require $5,000+ per week.
Can I target people who are interested in specific sports? Yes. CTV platforms offer interest-based targeting that lets you reach runners, golfers, cyclists, gym members, team sport participants, and outdoor enthusiasts specifically. You can also target viewers of sports programming, which naturally aligns with your customer base.
When is the best time for a sporting goods store to run TV ads? The highest-impact windows are back-to-school (August), the holiday gift season (November-December), and New Year's resolution season (January). But consistent year-round advertising builds the strongest brand recognition. Start with seasonal pushes and add an always-on baseline as your budget allows.
Will TV advertising help me compete with Amazon and Dick's? TV advertising is one of the most effective ways for local retailers to differentiate from online and big-box competitors. It builds the personal, local brand identity that chains and websites can't replicate. When customers see your store on TV alongside major brands, it signals that you're an established, trustworthy local business, not just another shop.
What should my sporting goods store TV ad look like? Focus on the lifestyle and activity, not just products on shelves. Show people playing sports, being active, and having fun with gear from your store. Highlight what makes you different: expert advice, the ability to try before you buy, local community involvement. Keep it authentic and energetic.