Download Sports and Entertainment Marketing

1.01Intro. to Sports
and Entertainment
Marketing
Objective A
•Explain the
nature of the
sports industry.
Sports Vs. Entertainment
Sport product includes:
•sporting event
•sporting goods
•personal training
•sports information
Goods
• Goods are tangible objects that are
useful to consumers.
• Examples: Licensed merchandise,
tennis rackets, soccer balls,
uniforms.
Services
• Services are intangible
and include tasks or acts
performed for a customer
for a price or fee.
• Examples: Going to a
Broadway play or to a
NASCAR race.
SPORTING EVENT
•An intangible,
perishable experience
•The athletes
•The facility
PERSONAL TRAINING
• Available to professionals and
amateurs
• Preseason camps
• Health clubs, fitness centers
• Children’s summer sports camps
• Lessons
SPORTS INFORMATION
• News about teams, events, schedules,
statistics
• Local newspapers, TV, and radio
stations
• ESPN, specialized sports channels
• Sports Illustrated, golf magazines
• Internet
CONSUMERS OF SPORTS
• Unorganized participants
• Organized participants
• Spectators
• Sponsors
UNORGANIZED
PARTICIPANTS
•Play sports without
rules
ORGANIZED PARTICIPANTS
•
Amateurs(Mo’ne Davis)
• Professionals are Paid – it’s their
occupation)
• Controlled by groups or sanctioning
bodies
SPECTATORS
• Observers of the sporting event
• Corporate consumers - The
businesses that make the sporting
events available to those who
cannot attend in person
• Media
SPONSORS
• Pay to have their names or products
with a sporting event
• Pay to put their names on uniforms
and sport facilities
• Sponsors want to reach a target
market.
Objective B
SPORTS
MARKETING AND
ITS EFFECT ON
SOCIETY
Sports Marketing
• Sports marketing is the process of:
• planning and executing
• Pricing
• Promotion
• Distribution of sports ideas, goods, and
services
SEGMENTS OF THE
SPORTS MARKETING
INDUSTRY
• Marketing the sport event
• Marketing sport goods and services
• Marketing other goods or services
through the use of sport
• Marketing of products to sports
MARKETING THE
SPORT EVENT
• Distributing information
about a NASCAR race
Marketing sport goods and
services
• The marketing of sport
goods and services
involves a RETAIL focus
Businesses use sport to
market their products.
• Businesses that place ads
in college football
programs are using the
sport as a marketing tool
Marketing of products to
sporting events
• Example: Pepsi and Coke
compete to sell their product at
a stadium.
GROWTH AND
MARKETING
OF THE SPORTS INDUSTRY
• Sports marketing affects millions
of people through out the world.
• Increased attendance
• Increased media coverage
SEM IS GOOD FOR YOU.
Benefits you receive when you
participate in sports
• Employment opportunities
• Health benefits
• Recreational benefits
• Entertainment
SEM - is GOOD FOR
COMMUNITY
• Significant impact on the economy
• Visitors spend money.
• Create a need for more support
facilities
• More jobs available
• Impacts a city’s image
SEM Impact on Society
• Opens up additional
opportunities for businesses
in related industries
, Speedways
• Time Warner Arena
• Charlotte Motor Speedway
• Bojangles Coliseum
Dramatic Arts Industry
• Children’s Theatre
• Adult’s Theatre
• Belk Theatre
Video Game Industry
•
•
•
•
X-Box 360 Kinect
Nintendo Wii
Sony PS3
EA Sports – “it’s in the
game”
• Madden
Fine Arts and Science
• Smithsonian Museum
Industry
• Mint Museum
• The Discovery Place
• The Mint Museum
Uptown
Night Club Industry
Club Tempo
Club 935
The V Lounge