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Sports Marketing Introduction Sports Appeal and Marketing People spend time and money on sports because they are entertained by the competition and spectacle of sports. Sports marketers sell sports, games, goods and services to the fans. Sports Marketing Sports marketing is all the marketing activities designed to satisfy the needs and wants of the sports consumer Might focus on the sport as well as other activities that revolve around the sporting event, such as event planning, promotion, financing, and sponsorship Two components: The marketing of sports The marketing through sports A Brief History 20th century – longest running endorsement deal in history 1923, Wilson Sporting Goods signed professional golfer Gene Sarazen to a deal that lasted until his death in 1999 A Brief History cont. Mid 1900’s, William “Bill” Veeck realized that consumers were missing something very important when they attended baseball games and got people interested in the game, as well as in the activities and events that surround the game A Brief History cont. He knew that the key to making sporting events profitable He believed that if he made the spectators’ time fun and memorable, they would return to more games A Brief History cont. He was able to take an ordinary baseball game and turn it into something appealing for both the fans and the media What did he do? Introduced concepts of players names on jerseys Ballpark giveaways Exploding scoreboards Wrigley Field’s ivy-covered walls Hired stage performer Eddie Gaedel in August 1951 http://espn.go.com/classic/veeckbill000816.html A Brief History cont. 1960s, linking athletes to corporations was the idea of agent Mark McCormack, founder of the International Management Group www.imgworld.com McCormack’s client and friend, golfing legend Arnold Palmer, was one of the first professional athletes to associate with corporations in a promotional role Careers in Sports Marketing Sports agent Coach/Trainer Sports journalists Sporting goods marketers Scriptwriter Producer Ticket agent Luxury box sales representative Food and merchandise sales representative Group ticket salesperson Quick Check Page 57 Define sports marketing. Name a pioneer of sports marketing and identify his or her contribution. Name three jobs in sports marketing.