Download Chapter #3 Note Guide - Hatboro

Sports Marketing Profile
Categories of Sports
1
Chapter Objectives
Define sports marketing.
Identify the different categories of sports.
Differentiate between amateur sports and
professional sports.
Discuss the significance of international sports.
Explain the significance of women’s sports.
2
Sports Appeal and
Marketing
People spend time and money on sports because
they feel excitement and are entertained by the
competition and spectacle of sports.
Sports marketers sell sports, games, and services
to these fans.
3
Sports Appeal and
Marketing
The two major components
of sports marketing are:
sports marketing:
The marketing of sports
Marketing through
sports
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A Brief History
In 1923, Wilson Sporting Goods signed professional
golfer Gene Sarazen to a deal that lasted until
Sarazen passed away in 1999.
William “Bill” Veeck was inducted into the Baseball
Hall of Fame for his innovations in sports marketing.
Linking athletes to corporations was the brainchild
of agent Mark McCormack.
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Careers in Sports
Marketing
Examples of jobs in sports marketing include:
Producer
Luxury-box sales representative
Food and merchandise sales representative
salesperson
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1.
Define sports marketing.
2.
Name a pioneer of sports and marketing and
identify his or her contribution.
3.
Name three jobs in sports marketing.
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Variety of Sports
Sports and sporting events can be classified into
the following categories:
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Amateur and Professional
Sports
Sports consumers are not attracted only to
professional sporting events. A sports consumer
finds interest in the sport and not just the
classification or level of sport.
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Amateur Sports
High school, college, or any
recreational player is
considered an amateur
athlete.
amateur athlete:
Amateur sporting events
attract a large number of
fans, attention, and money.
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High School Sports
The goal of the National Federation of State High
Schools Association (NFHS) is to make sure that
students benefit from a balanced educational and
athletic experience.
In many communities, high school sports are a
source of pride and part of tradition.
Regional influences affect the popularity of sports
in the United States.
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College and University
Sports
Sporting events at the
college level are very
popular and extremely
competitive in all regions.
NCAA:
The National Collegiate
Athletic Association
(NCAA) posts its guidelines
and rules on its Web site at
www.ncaa.org.
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Professional Sports
The income of a
professional athlete is
paid for by his or her
employer, who is the team
or organization.
professional athlete:
Professional athletes also
have the opportunity to
earn income from
endorsements.
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Professional Sports
Teams in professional sports are considered fully
functional businesses.
It is the main purpose of teams to get the best
players in order to win events and attract fans who
will purchase tickets and merchandise.
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Other Categories of Sports
Other categories of sports include:
Games
Athletes with ______________
International sports
sports
sports
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Olympic Sports
The first Olympic game was held in 776 B.C.
The Olympic Games grew and continued to be played
every four years until they were abolished in 393 A.D.
The Olympic Games were revived in 1890.
The International Olympic Committee (IOC) plans the
games and oversees issues and decisions.
The Amateur Rule was overturned in 1986.
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The Wide World of
Paralympics
The Paralympic Games are Olympic-style games
for athletes with disabilities.
In 1968, Eunice Kennedy Shriver organized the
First International Special Olympic games.
Special Olympics currently serve one million
people in more than 200 programs in more than
150 countries.
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International Sporting
Events
Popular sports around the world include:
(the World Cup)
(the Tour de France)
Each of these sports provides entertainment to the
sports consumer and new challenges to sports
marketers.
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Women’s Sports
The status of women in sports has advanced in the
20th century.
As early as 1932, Olympic gold medalist Mildred
“Babe” Didrikson Zaharias not only excelled at most
sports, she was also an impressive sports
promoter.
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Women’s Sports
On June 23, 1972, the enactment of __________,
the Education Amendment, advanced girls’
participation in sports.
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Women’s Sports
On June 23, 1972, the
enactment of Title IX, the
Education Amendment,
advanced girls’ participation
in sports.
Title IX:
Women’s amateur and
professional sports
organizations have taken
substantial steps in
involving women in sports.
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Extreme Sports
Extreme sports are
relatively new to sportsmarketing efforts.
extreme sports:
Corporations have begun to
market products toward a
new target market by
promoting extreme sport
drinks, clothing, and other
merchandise.
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Sports Categories
Olympics
Paralympics
Amateur
Recreational
Sports
High School
Extreme
Professional
College
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Answers in Notes View
1.
What are the four main categories of sports?
2.
Which category is the most costly and
marketed of all categories?
3.
List three other categories besides
professional and amateur sports that reflect
the “wider” world of sports.
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Checking Concepts
1. Define sports marketing.
2. Explain the differences between the
marketing of sports and the marketing
through sports.
3. Identify the different categories of sports.
continued
25
Checking Concepts
4. Explain why the sports consumer is not
just attracted to professional sports.
5. Name one difference between an
amateur athlete and a
professional
athlete.
6. Name five or more international sports.
continued
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Checking Concepts
7. Identify one significant female athlete in
sports history.
Critical Thinking
8. Discuss some factors that contribute to
the popularity of extreme sports.
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