Category to Watch: Adult Entertainment
3 Minute Read
· PornHub and YouPorn are paving the way in the adult entertainment category by becoming more involved in mainstream marketing practices such as sponsorship and experiential marketing.
· Adult entertainment brands can use streetwear fashion and eSports as a lucrative space to play.
· Within sport marketing, extreme sports align best with adult entertainment brands.
The adult entertainment category has become a category to watch in sponsorship marketing. Leading adult entertainment brand PornHub has begun to leverage tactics such as experiential retail pop-ups in New York City and endorsement deals with athletes that participle in extreme sports. This may be the start of a larger movement for brands within adult entertainment. The adult entertainment industry is a billion-dollar business which provides brands in this category the funds support to athletes and properties. Recently, PornHub has sponsored a softball team in the U.S., a football team in England, a street basketball team in Ireland, a women’s field hockey team in Australia, as well as a water polo team and female football club in Italy. MKTG looks at recent tactics and what this means for the brands within adult entertainment wanting to invest further in sponsorship marketing.
Partnerships with streetwear brands allow adult entertainment brands to demonstrate the strength of their cultural savviness
In September 2017, PornHub collaborated with popular streetwear brand Richardson to create a wearable collection which launched at a retail pop-up in NYC. The PornHub x Richardson Capsule collection contains pieces that are currently trending in streetwear such as bomber jackets and graphic t-shirts.
Adult entertainment brands may find most success in targeting consumers in streetwear culture. Streetwear is known for being worn by urban millennials and influencers and can sometimes be classified as risqué by pushing the boundaries of traditional fashion by use of provocative imagery. To supplement the collection of this launch, a pop up was created in SoHo, Manhattan. Pop-ups are a common activation technique for many Tier-1 brands. Pop-ups generate excitement as they are only open for a limited time, causing a sense of urgency with consumers to visit and obtain merchandise. PornHub leveraged this tactic and applied it to the launch of their retail line. Streetwear may be a space for other adult entertainment brands such as PornHub, to successfully invest and increase their brand awareness.
Within sport marketing, extreme sports align best with adult entertainment brands.
PornHub launched a worldwide contest in search of “xxxtreme athletes” to sponsor for 2018. The application was available online from November 1st to December 1st in 2017 for both individual athletes and teams who are involved in any type of extreme sport. Adult entertainment brands may have more permission to come life within extreme sports and have a solid strategic fit due to those who participate and watch extreme sports – a niche demographic of edgier millennial's. Also – the culture within extreme sports has been known to be rebellious and push boundaries in comparison to mainstream sports which also aligns with the stigma around adult entertainment.
This contest created by PornHub is opening the door to a potential movement of adult entertainment brands in sport marketing by offering significant funding for up and coming athletes within this extreme sport category. See below for a Basejumping athlete sponsored by PornHub:
Adult Entertainment Brands gain traction within the Growing World of eSports
Adult site YouPorn has sponsored an eSports team which is titled Team YP. Team YP competed in an eSports competition for the recently popular team shooter game, Overwatch (the game debuted in 2016). The team has generated a lot of buzz throughout the competition and the Electronic Sports League which has added brand awareness for YouPorn. YouPorn aligns themselves with the growing category of eSports and Team YP supplements this strategy by competing in popular games such as Overwatch.
Adult entertainment brands are expanding their portfolio by sponsoring new and unexpected territories which creates and provides the additional benefit of internet and social buzz. PornHub and YouPorn lead by example for other brands within the category of adult entertainment by finding the correct fit within streetwear culture, extreme sports and eSports as the most strategic way to break into mainstream marketing.