Download College and Amateur Sports

College and Amateur Sports
2.1 Marketing College Athletics
Goals
• Explain the importance of the NCAA and team
rankings to college sports.
• Define market segmentation
• Discuss the growing market surrounding
women’s college athletics
Effects of Collegiate Sports
• A winning team has a huge economic impact not
only for the school, but also for the community,
region, and state.
• University provides:
▫ Products
▫ Services
• City Provides:
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Hotels
Restaurants
Gas Stations
Shopping Malls
Effects of Collegiate Sports
• College communities benefit from the success of
the primary team through the media attention
the team receives (Penn State)
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Newspaper
Magazines
Local Sportscasts
These will focus on the team for the whole year –
which will benefit the home city!
Effects of Collegiate Sports
• Marketers strive to promote a strong public
image of the team.
• Universities will:
▫ Print schedule cards to distribute to different
locations
▫ Design posters to build enthusiasm for
approaching the season
▫ Create websites
**What are these activities called**
Rules and Rankings
• The National Collegiate Athletic Association (NCAA)
is the governing body of most college and university
athletic programs.
▫ Creates and enforces guidelines and rules that schools
must follow in order to remain in good standing.
▫ Guideline areas include:
⚫Recruitment
⚫Gender Equity
⚫Scholarships
⚫Gambling Prohibitions
⚫Ethical Issues
Market Segmentation
• Market Segmentation is a group of individuals
within a larger market that share one or more
characteristics (much like target marketing)
• Sport publications (Sports Illustrated) use
information management to determine rankings,
features, and cover stories.
▫ Using different players or teams on the cover of the
same magazine in different parts of the country
Five Elements of Market Segmentation
1. Geographic Segmentation - is the dividing of
markets into physical locations, such as eastern,
northern, southern, and western regions of the
United States or urban and rural areas of the state.
2. Demographic Segmentation – focuses on
information that can be measured, such as income,
profession, gender, and education.
3. Psychographics – focus on characteristics that
cannot be measured, such as attitudes, and
lifestyle choices (test question: not going to a
game because of a religious event)
Five Elements of Market Segmentation
4. Product Usage – reflects what products you
use, how often, and why.
5. Benefits Derived – are the value people
believe they receive from the product or
service.
Women’s College Sports
• 1980 NCAA recognized women’s college sports.
Test Question
• 1987 NCAA created :
▫ Women’s Enhancement Program – which
offered opportunities to college women in the
form of post graduate scholarships, internships at
the NCAA national office, and career help for
women who want to continue in intercollegiate
athletics after their playing eligibility is over.
Economic Impact of College
Athletics
Chapter 2.2
Good for Town Businesses
• University of Nebraska, Memorial Stadium, has
sell out seats on Saturdays. Seating capacity =
76,000.
• This means strong business for:
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Hotels
Restaurants
Shopping malls
Souvenir shops
Etc…
Good for Town Business
• Tickets to sporting events are sometimes
sponsored by local businesses as well as major
corporations.
• Papa Johns- Field Goal Kick
• Chickie & Pete’s –Crab Fries
• Phillies – Ball Park Dogs
Sponsorships
• Who is your team wearing?
1. The name is
visible during
the game
2. Post game
interviews
3. Internet
pictures
Sponsorships
• TV and radio payments from corporate sponsors
add up to over $1 million each year for major
universities.
Conference Realignment
• A conference is a group of college athletic
teams within the same region
• Conferences are created in order to have playing
associations of manageable sizes.
Conference Realignment
• Why are traditional athletic conference breaking
up and forming new alliances?
▫ Increased Competition = Increased Revenue
▫ 4 #1’s in the bracket : East, West, South, Midwest
Amateur Sports
Chapter 2.3
Popularity of Amateur Sports
• Professional Athlete – someone who earns a
living participating in a sport
▫ young, strong, and healthy
• Amateur Athlete – someone who does not get
paid, but plays for enjoyment, challenge, or both.
▫ Any age, any physical challenges, no limitations
Marketing and Sponsoring Amateur
Sports
• Regardless of the sport,
marketing and selling are
essential.
▫ Competitors need:
⚫Top quality equipment
⚫Money necessary to compete
• Amateur sports provide
significant income for
manufactures of athletic
uniforms and products
surrounding a specific event.
National Promotion of Amateur Sports
• “Anything you can do, I can do Better”
▫ Mia Hamm against Michael Jordan
Economic Benefits
• Communities, cities, and states gain from
amateur sports as well as from professional
sports.
• Minnesota Amateur Sports Commission
▫ Create economic development through amateur
sports
▫ Create max opportunity for sport participation for
all Minnesotans
▫ Establish Minnesota as a national model for the
Olympic and amateur sport movement.
Random Test Questions (You’re
Welcome)
•Sponsorships are expensive for large
corporations
•Dollars from NCAA sports support goes to the
expansion of programs and the Championship
games
•An example of product usage is how often you
USE a product
•In order to host a bowl game a city must have
shopping areas, adequate hotels and restaurants
a favorable climate, a large stadium
Vocab Section of Test
•Market Segment
•License
•Geographic Segmentation
•Conference
•Benefits Derived
•Product Usage
•Amateur Athlete
•Demographic Segmentation
•NCAA