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COURSE CONTENT 1.02 – Understand Sport/Event Marketing’s Role and
Function in Business to Facilitate Economic Exchanges with Customers.
Define the term Sports Marketing
a. Sports Marketing: the process of planning and executing the
conception, pricing, promotion, and distribution of sports ideas, goods
and services to create exchanges that satisfy individual and
organizational objectives
Identify categories of Sport Products
a. The Sporting Event:
i. Intangible: an experience you can see, feel and participate in
ii. Perishable experience: a football game you played, you will
never play that game again.
iii. The Athletes: make the game happen
iv. The Facility: Time Warner Arena, Lowes Motor Speedway
b. Sporting Goods: tangible, manufactured products that make the game
i. Equipment, clothing, license merchandise
c. Personal Training: get ready to compete, participating in an exercise
class at the local health club
d. Sports Information: ESPN, Sports Illustrated, newspapers
Describe categories of Sport Consumers
a. Unorganized participants: walk in the woods, jogging, freedom from
b. Organized participants: have rules – NCAA, MLB, MBA, MMA
(sanctioning bodies)
i. Amateurs are not paid to play, regulated on local, state,
national level
ii. Professionals are paid but follow strict rules by their governing
body. It is their occupation
c. Spectators: observers of the sporting event
i. As important as the athletes
ii. Help create excitement and enthusiasm
d. Sponsors: businesses or organizations that pay to associate their
names or products with a sporting event
Describe the relationship between the growth and marketing of the sport
a. A sports product becomes more popular because of marketing
b. Sports marketing affects millions of people throughout the world from
young children to senior citizens
c. Marketing opportunities increase as the product grows
Discuss benefits ascertained from the development of Sports Marketing
a. Good for You
i. Increases opportunity for employment
ii. Benefit those who participate either by playing or watching
iii. Recreation
iv. Entertainment
b. Good for the Local Community
i. Economic effect of a major event
ii. Improve city’s image
c. Good for Society
i. Generates billions of dollars of revenue each year
ii. More jobs
iii. Snowball effect
Define the term Event Marketing
a. Event Marketing: a designing or developing a live themed activity,
occasion, display or exhibit, such as a sports, music festival or concert
to promote a product, cause, or organization
b. Perishable
c. Promotes and sells a
unique experience
d. It is produced and consumed
at the same time
Identify types and categories of Events
a. Corporate Events
i. Conferences, seminars, trade shows, team building, theme
parties, VIP events, incentive travel
b. Private events:
i. Weddings, birthdays, family events, anniversaries
Discuss benefits ascertained from the development of Event Marketing
a. Start a dialogue: face to face marketing
b. Personal connection: builds trust
c. Immediate fulfillment
d. Brand awareness
Define the term Entertainment Marketing
a. Entertainment Marketing: Involves the use of entertainment to
develop, promote, and distribute goods and/or services to satisfy the
wants and needs of customers.