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Chapter Objectives
Define sports marketing.
Identify the different categories of sports.
Differentiate between amateur sports and
professional sports.
Discuss the significance of international sports.
Explain the significance of women’s sports.
Vocabulary Sheet
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Sports Appeal and
Marketing
The two major components
of sports marketing are:
The marketing of sports
Marketing through
sports
sports marketing all
the marketing activities
designed to satisfy the
needs and wants of
sports consumers
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Careers in Sports
Marketing
Examples of jobs in sports marketing include:
Scriptwriter
Producer
Ticket agent
Luxury-box sales representative
Food and merchandise sales representative
Group-ticket salesperson
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Variety of Sports
Sports and sporting events can be classified into
the following categories:
Amateur
High school
College
Professional
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Amateur Sports
High school, college, or any
recreational player is
considered an amateur
athlete.
amateur athlete a
person who does not get
paid to play a sport
Amateur sporting events
attract a large number of
fans, attention, and money.
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High School Sports
The goal of the National Federation of State High
Schools Association (NFHS) is to make sure that
students benefit from a balanced educational and
athletic experience.
In many communities, high school sports are a
source of pride and part of tradition.
Regional influences affect the popularity of sports
in the United States.
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College and University
Sports
Sporting events at the
college level are very
popular and extremely
competitive in all regions.
NCAA a national
organization that governs
college athletics and
oversees important
decisions pertaining to
athletics
The National Collegiate
Athletic Association
(NCAA) posts its guidelines
and rules on its Web site at
www.ncaa.org.
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ACTIVITY
As we discussed earlier, the NCAA regulates
college teams and athletes.
1.
2.
3.
4.
Visit www.ncaa.org
What are 3 rules for collage athletes?
When did the NCAA begin and why?
What is the NCAA clearinghouse?
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Professional Sports
The income of a
professional athlete is
paid for by his or her
employer, who is the team
or organization.
professional athlete an
athlete has the will and
ability to earn an income
from a particular sport
Professional athletes also
have the opportunity to
earn income from
endorsements.
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Other Categories of Sports
Other categories of sports include:
Olympic Games
Athletes with disabilities
International sports
Women’s sports
Extreme sports
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Olympic Sports
The first Olympic game was held in 776 B.C.
The Olympic Games grew and continued to be played
every four years until they were abolished in 393 A.D.
The Olympic Games were revived in 1890.
The International Olympic Committee (IOC) plans the
games and oversees issues and decisions.
The Amateur Rule was overturned in 1986.
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The Wide World of
Paralympics
The Paralympic Games are Olympic-style games
for athletes with disabilities.
In 1968, Eunice Kennedy Shriver organized the
First International Special Olympic games.
Special Olympics currently serve one million
people in more than 200 programs in more than
150 countries.
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International Sporting
Events
Popular sports around the world include:
Soccer (the World Cup)
Biking (the Tour de France)
Cricket
Rugby
Each of these sports provides entertainment to the
sports consumer and new challenges to sports
marketers.
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Women’s Sports
On June 23, 1972, the
enactment of Title IX, the
Education Amendment,
advanced girls’ participation
in sports.
Title IX a law that bans
gender discrimination in
schools that receive
federal funds
Women’s amateur and
professional sports
organizations have taken
substantial steps in
involving women in sports.
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Extreme Sports
Extreme sports are
relatively new to sportsmarketing efforts.
extreme sports
sports that involve
nontraditional, daring
methods of athletic
competition
Corporations have begun to
market products toward a
new target market by
promoting extreme sport
drinks, clothing, and other
merchandise.
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Sports Categories
Olympics
Paralympics
Amateur
Recreational
Sports
High School
Extreme
Professional
College
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1.
What are the four main categories of sports?
2.
Which category is the most costly and
marketed of all categories?
3.
List three other categories besides
professional and amateur sports that reflect
the “wider” world of sports.
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ACTIVITY
Faces of Sports Marketing and NFL Promotional
Research
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