Sports clubs reach nearly two million Finns – but is your club visible where families and hobby-seekers are looking for new activities? The competition for attention is fierce. In this blog, we share five practical tips to help your club stand out and reach the right audience.

1. Make your club offering attractive

A sports club’s “product” is its activities – but branding alone may not be enough. Think about who your activities are for, and tailor your messaging accordingly.

Tip: Give teams, groups and services appealing and descriptive names. Get inspired by your national federation’s proven concepts.

Examples:

• Kunnarikettu’s Pesisliikkari: baseball club for kids (Finnish Baseball Association)
• Leijona hockey school (Ice Hockey Association)
• Perhefutis: family football (Football Association)
• Yleisurheilukoulu: athletics club (Athletics Federation)
• Ninjagym (Gymnastics Association)

2. Be visible in the right places

Today’s communication is multichannel by nature. Choose the channels your audience actually uses:

• Website – A clear and up-to-date site is your foundation. Use keywords in titles and descriptions to improve your visibility in search engines.
• Facebook & Instagram – Crucial for reaching both new and current members.
• Newsletters and club communication tools – Great for sharing core information.
• TikTok & Snapchat – Worth considering when targeting younger audiences.
• Tip: Try paid advertising, especially Facebook and Instagram ads, which can be effective and affordable when well-target

3. Traditional methods still work

Sports clubs are close to their communities – so don’t forget classic visibility tools:

• Posters and noticeboards – Put up posters in local shops, libraries and public places.
• Roadside signs – A short and clear message with the club logo can catch the eye.
• Schools and daycares – Organise taster days or invite young children to try the sport. Offer a discount or 1–2 free sessions for those who sign up.

Always check your municipality’s rules about promoting in schools and early education.

4. Use recommendations and shared experiences

A happy member is your best marketing asset. Great experiences often spread naturally – and you can also give them a gentle push.

• Encourage active members to post in local Facebook groups.
• Invite members to share their own positive experiences.
• Post images and videos that capture the club atmosphere. A shared hashtag boosts discoverability.

5. Leverage sport-specific channels

Finland has around 8,000–10,000 sports and exercise organisations – plus private operators.
Make sure your club is visible in the places people go to look for new hobbies.

Post your club’s activities in Sporttihaku, a national search platform promoted by the Finnish Olympic Committee. It makes it easier for new members to find you – and increases your club’s visibility.

Which of these methods works best for your club?