Download The Wide Wide World of Sports

Sports Marketing OBJECTIVES
1) Explain the marketing concept
2) Identify the components of the
marketing mix
3) Understand the target market
4) Identify the five bases of segmentation
5) Illustrate the concept of positioning
Copyright
© 2010 by Sports Career Consulting, LLC
Sport marketing is a subdivision of
marketing which focuses both on the
promotion of sports events and teams as
well as the promotion of other products
and services through sporting events
and sports teams.
What’s the difference?
Building a fan base, not a customer base, is
the first fundamental difference between
sports marketing and marketing of most
goods and services
Jobs in Sports marketing
 An individual who works in the field of sports
marketing helps to promote an athlete, a team or
a particular bran
 A sports marketer must be ready with fresh
promotions that will get the public’s attention and
persuade them that a specific team, player or
product is worth their dollar.
Intro to Basic SEM Principles
UNIT 3
Industry Segments
Segments In Sports Business
 Sports Tourism
 Recreation
 Sporting Goods
 Outdoor Sports
 Sports Apparel
 Health Clubs / Fitness
 Amateur Sports
 Sports Marketing Firms
 Olympic Sports
 Event Management
 High School Athletics
 Governing Organizations
 Collegiate Athletics
 Facility Management
 Professional Sports
 Action Sports
 Motor Sports
Copyright
© 2010 by Sports Career Consulting, LLC
Intro to Basic SEM Principles
UNIT 3
Industry Segments
Segments In Entertainment Business
 Filmed Entertainment
 Publishing Sector
 Television Networks
 Digital Media Services
 Television Distribution
 Broadcasting-Satellite Services
 Recorded Music
 Theatre & Performing Arts
 Video Games
 Casinos & Gaming
 Radio Services
 Fine Arts
 Internet Advertising
 Theme Parks / Amusement Parks
Copyright
© 2010 by Sports Career Consulting, LLC
What is SEM?
Marketing through Sports & Entertainment
Companies use sports and entertainment as a vehicle to gain
exposure for their products
Kia Motors sponsoring the World Cup
VitaminWater affiliating its product with celebrities
like Steve Nash, Carrie Underwood, Jennifer
Aniston, David Ortiz and Steve Nash
HP serving as presenting sponsor of the Sundance
Film Festival
Copyright
© 2010 by Sports Career Consulting, LLC
What is SEM?
Examples of Sports Marketing
 Tostitos sponsoring the Fiesta Bowl
 A NHL team offering payment plan options for
season ticket buyers
 NBC paying $5.7 billion for the TV rights in the U.S. to
the Olympics from 2000 to 2012
Copyright
© 2010 by Sports Career Consulting, LLC
What is SEM?
UNIT 2
Examples of Sports Marketing
 A corporation’s purchase of a courtside tickets in a NBA Arena
 A sign or banner displaying a company’s logo at a hockey rink
 Coca-Cola paying for “pour rights” at an event or facility
Copyright
© 2010 by Sports Career Consulting, LLC
What is SEM?
Examples of Sports Marketing

A local restaurant sponsoring the local high school
soccer team
 The Goodyear Blimp flying over sporting events
 Fans receiving free bobble
head dolls at a baseball game
Copyright
© 2010 by Sports Career Consulting, LLC
What is SEM?
Examples of Sports Marketing
 Nike partnering with Apple to launch new technology
for runners
 Foot Locker stores offering special sales or coupons
to help increase sales
Copyright
© 2010 by Sports Career Consulting, LLC
What is SEM?
Examples of Sports Marketing
 Former NBA star Charles Barkley
hosting Saturday Night Live
Copyright
© 2010 by Sports Career Consulting, LLC
What is SEM?
Examples of Entertainment
 Seeing the Houston Symphony perform at Jones
Hall in downtown Houston
 Attending a LSU Tigers football game
 Reading Stephanie Meyer’s novel Twilight
Copyright
© 2010 by Sports Career Consulting, LLC
What is SEM?
Examples of Entertainment

Visiting the Seattle Aquarium
 Going to a Justin Timberlake or Jack Johnson concert
 Listening to the newest Lady GaGa song on your mp3
player
 Watching the Broadway musical “Lion King”
Copyright
© 2010 by Sports Career Consulting, LLC
What is SEM?
Examples of Entertainment
 Going to the Ringling Bros. and Barnum & Bailey
circus at the American Airlines Center in Dallas
 Universal Studios announcing ‘Transformers’ as a
new theme park ride
Copyright
© 2010 by Sports Career Consulting, LLC
The Marketing Mix—The Four Ps
Product
P
Decisions
involve the goods, services, or ideas used to
satisfy consumer needs.
Price
P
Decisions
involve the exchange process between the
customer and the seller.
Place
P
Decisions
involve making the product available to the
customer.
Promotion
P
Decisions
involve how the goods or services are
communicated to the consumer.
16
A Marketing Mix Example in the
Sports Industry
 The product the Super Bowl offers is a game
between the best teams of the AFC and NFC.
 Consumer costs extend beyond ticket prices and
include travel and lodging expenses.
 Distribution includes the location of the host
city and ticket sales.
 Promotion involves media outlets and relatedproduct contests.
Slide 17
Chapter 1
A Marketing Mix Example in the
Entertainment Industry
 State fairs need to
appeal
to rural and urban residents
set reasonable ticket prices
advertise about the fair
determine fair location
plan ticket sales
Slide 18
Chapter 1
Marketing Strategies
 Ways to get people to buy your products and
spend money
 Sports
logos on clothing
 New Sports- New opportunities
 Perfect timing (product is hottest when
team is winning)
 Using Athletes and Celebrities
 Gross Impressions-the number of times a
product associated with an athlete or team
CORE STANDARDS OF MARKETING
Slide 20
Chapter 1
Market Segmentation
 Process of dividing a larger market into a smaller
target market
 Customer groups with similar needs and or
desires.
Segmentation
Demographic -Demographic
segmentation divides the market
into groups based on variables such
as age, gender, family size, family
life cycle, income, occupation,
education, religion, race,
generation, and nationality
Geographic-Geographic segmentation
divides the market into different
geographical units such as nations,
regions, states, counties, or cities
Psychographic- divides buyers into
different groups based on social
class, lifestyle, or personality traits
Behavioral segmentation divides
buyers into groups based on
their knowledge, attitudes,
uses, or responses to a
product
•
Occasion
•
Benefits sought
•
User status
•
Usage rate
•
Loyalty status
The Wide Wide World of
Sports
TASKS
SPRING, 2011
Sports Marketing
Sports marketing is building a highly identified fan
base such that fans, sponsors, media and
government pay to promote and support the
organization for the benefits of social exchange
and personal, group and community identity within
a cooperative competitive environment.
The Sports Industry
 Affects your life
even if you are not
athletic
 There is nowhere on
Earth that is not
touched by the
sports industry.
 The marketing of
this industry affects
you.
The Sports Industry includes:
 Players and the games
 Facility where games are




played
Equipment used to play
the games
Agencies that regulate
the games
Media that broadcast the
games
Fans who watch the games
The Sports Product Categories
 Sporting event
 Sporting goods
 Personal training
 Sports information
The Sporting Event



An intangible, perishable experience- The emotional
attachment fans invest in their affiliation with a favorite
team
The athletes- without them there would be no game
The facility- the place where it takes place.
Sporting Goods
 The tangible, manufactured products
 Equipment and clothing
 Accessory products
 Licensed merchandise
 Collectibles or memorabilia
Personal Training
 Preseason camps & workshops
 Health clubs, fitness centers
 Children’s summer sports camps
 Personal lessons
Sports Information
 Local newspapers, TV and radio stations
 ESPN, specialized sports channels
 Sports Illustrated and other magazines
 Internet
Who are the Consumers of Sports?
 Unorganized participants
 Organized participants
 Spectators
 sponsors
Go to the page 4 and
determine who the users
are give one main fact
and your comment or
opinion on each
Unorganized Participants
 Do not follow rules of an organization or group.
 Free to participate as they want
Organized Participants
 Controlled by groups or sanctioning bodies
 Amateurs
 Professionals
Spectators
 Observers of the sporting event
 Corporate consumers
 Media
Sponsors
 Pay to associate their names or products with a
sporting event
 Pay to put their names on uniforms and sports
facilities
Sports Marketing
 The marketing of all sports products as well as
other products through the use of sports
SEGMENTS OF THE SPORTS MARKETING INDUSTRY
Marketing of the sport event
Marketing sport goods and services
Marketing other goods or services through the
use of sport
Marketing of products to sports
Growth and Marketing of the
Sports Industry go Hand in Hand
SPORTS MARKETING AFFECTS MILLIONS
OF PEOPLE THROUGHOUT THE WORLD
INCREASED ATTENDANCE
INCREASED MEDIA COVERAGE
•
•
Sports Marketing is GOOD For You
 Employment opportunities
 Health benefits
 Recreational benefits
 Entertainment
Sports Marketing is Good for the Local
Community
 Significant impact on the economy
 Visitors spend money
 Create a need for more support facilities
 More jobs available
 Impacts a city’s image
 May be good or bad
Sports Marketing is Good for Society
 A major industry that
generates billions of dollars of
revenue each year.

Creates jobs that generate more
revenue
 Increases opportunities for
businesses in related
industries
 Snowballing effect trickles
down to almost everyone.