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SPORTS AND ENTERTAINMENT MARKETING
CHAPTER
2
Marketing Basics
2.1 Marketing College Athletics
2.2 Economic Impact of College Athletics
2.3 Amateur Sports
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LESSON 2.1
SPORTS AND ENTERTAINMENT MARKETING
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.
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Effects of
Collegiate Sports
A winning team has economic
implications for school, community,
region, and state
Fan expectation
Promotion of organization’s goods and
services
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Rules and Rankings
National Collegiate Athletic
Association (NCAA)—the governing
body of most college and university
athletic programs
Creates and enforces guidelines and
rules
NCAA Corporate Partners
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College Team Rankings
Why so much emphasis?
#1 has lingering effects
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Market Segmentation
Market segment—a group of
individuals within a larger market that
share one or more characteristics
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Five Elements of
Market Segmentation
Geographic segmentation
Demographic segmentation
Psychographics
Product usage
Benefits derived
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Women’s College Sports
NCAA
Women’s Enhancement Program
Increased fan support
Marketing opportunities in women’s
sports
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LESSON 2.2
SPORTS AND ENTERTAINMENT MARKETING
Economic Impact
of College Athletics
GOALS
Understand the benefits of college
sports to the home community.
Identify benefits of sponsorship and
licensing to a team.
Explain the reasons for realignment of
college conferences.
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Benefits to the Community
Good for town business
Hotels
Restaurants
Retailers
Good for stadium business
Food/restaurants
Gift shops
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Sponsorships
and Licensing
SPORTS AND ENTERTAINMENT MARKETING
Sponsorships
Generating revenue
Name-brand apparel
Create goodwill
Licensing
License—the legal right to reproduce a
team’s logo in exchange for payment
Protect the use of the name and symbols
Identify and associate logos
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Conference Realignment
Conference—a group of college
athletic teams within the same region
Increase revenues
Create new rivalries
Playoff games generate additional
revenue
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LESSON 2.3
Amateur Sports
GOALS
Discuss marketing and sponsoring of
amateur sports.
Understand the economic benefits of
amateur sports.
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Popularity of
Amateur Sports
Amateur athlete—someone who does
not get paid but plays for enjoyment,
challenge, or both
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Marketing and Sponsoring
Amateur Sports
Provides significant income for
manufacturers
Minivan and sport utility vehicle
Retro sports jerseys
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Local Promotion
of Amateur Sports
Fund-raising charity events
High school athletic teams
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National Promotion
of Amateur Sports
Promotion used to elevate the attention
of consumers
Lance Armstrong and Subaru
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Economic Benefits
Minnesota’s example
Minnesota Amateur Sports Commission
Create economic development through
amateur sports
Create maximum opportunity for sport
participation
Establish Minnesota as a national model
for the Olympic and amateur sport
movement
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Economic Benefits
of Specific Sports
Ice skating
Soccer
Basketball
Baseball and softball
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