Sport is a hot topic in all societies of the world. Sport evokes strong emotions. It also kindles overwhelmingly positive associations. Those are three great reasons to use the topic for marketing purposes. It’s also why there are at least as many reasons to have marketing and advertising campaigns translated by professionals.
Two major events will dominate the European sports year in 2024 from a media perspective: the European Football Championship in Germany and the Summer Olympic Games in Paris. Whether it’s rafting or swimming, tennis or basketball, from amateurs to professional athletes: it’s all about the passion, about winning, scoring points, goals, and speed. And both events could reinforce the impression that English as a lingua franca makes other languages obsolete in the sporting arena. As Germans, we have now gotten used to referring to the penalty area as the “box” (which we are also supposed to think outside of). We even use the English terms “referee” and “assistants”, “corners”, and the “finish” to mark the end of the game.
Particularly when marketing and advertising campaigns combine the topics of sport and youth culture, the result is often a mix of the national language, the English language, and teenage slang designed to convey a modern and international mindset. This can also obscure the fact that this is an extremely specific mix that is not universally understood. Any attempt to translate teenage slang literally is guaranteed to fail given the many societal parameters that are constantly being reinvented.
Here are five reasons why companies that use sport for marketing purposes should rely on professional translations.
Emotions: When feelings are also a question of culture
If you believe that emotions are the key to successful marketing, it’s easy to land on sport as the ideal medium. There is no shortage of variety in this area: The associated emotions range from joie de vivre, the celebration of friendship and team spirit all the way to the will to win and the pursuit of physical perfection. Which of these can be successfully addressed also depends on the respective cultural background. Let’s focus on one of the most popular sports. Football probably has different associations in cultures that focus on discipline and the collective than in countries such as Brazil that put a greater emphasis on aesthetics and the sheer passion of the game. This is where real translation experts go far beyond mere transcription. Their deep cultural knowledge of the target country helps them adapt or even reimagine campaigns in such a way that the emotions conveyed find a receptive audience.
Metaphors: When idioms fall flat
A huge number of metaphors are derived from sports. People often talk about being ‘sidelined,’ ‘sinking the ball in the back of the net,’ or of hoping to ‘hit the bullseye’. They can also be accused of ‘foul play’ or even get ‘sucker punched’. All of these phrases are instantly understood in the English-speaking world—but anyone attempting to translate them literally will inevitably score an own goal. Since professional translators know the equivalents of these phrases in their target language, they won’t drop the ball when translating your metaphors.
Technical terms in sports translations: When the terminology matters
Like every specialist field, each type of sport uses very specific terminology in each language. The difference between soccer and football is probably no longer an issue. But delve deeper into the individual disciplines and you will discover a wealth of vocabulary often only really known to insiders and specialist translators. Good service providers will have translators who are also well-versed in this area and know, for example, that a set in tennis is equivalent to a frame in snooker. If you are working regularly with translators, it makes sense to create a detailed glossary that both parties can use for guidance.
Proper names in translations: When correct pronunciation is vital
Successful athletes can become icons. Teams can become the focus of their fans’ dreams. However, pronouncing or spelling their names correctly can be a little tricky—but it is essential when campaigns are translated. The approach to this topic varies from country to country. While German-speaking sports journalists, for instance, endeavor to pronounce names as authentically as possible—and sometimes come up with an astonishing variety of results—the French, for example, make a point of pronouncing every proper name consistently as if it were French. An incorrect spelling can also wreak havoc in a written translation. Companies that don’t pay attention to this run the risk of making testimonials ineffective. In the worst case scenario, they might even annoy the fans.
Slogans: When misunderstandings in translations can quickly become embarrassing
Do you remember when English slogans were first used in German? At some point, many companies decided to use English claims in German-speaking countries. Many of them are iconic, and all relevant surveys confirm their popularity and impact. At the same time, these surveys also turned up some legendary misunderstandings. For instance, the former slogan for Hamburg-based perfumery Douglas “Come in and find out” was sometimes interpreted as “Komm rein und finde wieder raus” (come in and find your way out again). Mitsubishi’s “Drive alive” slogan also caused confusion. Misinterpretations can also work the other way around: the literal translation of German company slogans into other languages can have quite literally disastrous consequences. The same applies to brand names, which can also create unfortunate associations. Only translators who really know the language and culture of the target country can help you avoid such misunderstandings.
