Download Introduction to Sports Marketing

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What is Marketing? –
The process of developing, promoting, and
distributing products and services to satisfy
customers’ needs and wants.
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Developing – studying customers to determine their
wants & needs.
Promotional Activities
 Educate customers: Free samples of new chips at Wal-
mart
 Create Interest/Desire: Movie Trailers
 Make a Sale: Buy one get one free; 10% off
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Distributing – Where are items sold?
 Store, online, phone
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Self-Sufficient –People did not rely on others
to meet their needs.
Bartering –Exchanging products or services
Specialization of Labor- Do what your good at
and focus on that.
Money System
Central Markets – Place where people could
buy and sell products.
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Development of Marketing
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Marketing was not always a primary concern of businesses
due to:
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Lack of technology
Lack of transportation)
Advanced Technology + Improved Transportation =
Competition
What do we have to do to get people to buy from us????
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Implement the Marketing Concept
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Focusing on the needs of customers during the
development and promotion of a product.
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Target Market – A specific group of consumers
that an organization selects as the focus of its
marketing mix.
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Transfer of something, tangible or intangible, between
two or more parties.
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Product
Price
Place
Promotion
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Products that a professional sports franchise
markets:
Team – players, name,
 Experience – buying a ticket, going to game
 Merchandise – featuring team logo, colors, name
 Food, beverages
 Sponsorships
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How does a team “place” the products they
offer?
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Advertising with newspapers, TV, radio
Merchandise in retail locations, games and online
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What role price play in Marketing:
Pricing plans for radio and TV broadcasters to
broadcast games
 Ticket pricing plan
 Merchandise
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How is a product promoted:
Advertising in newspaper, TV, radio
 Sponsoring events at the arena/stadium
 Participating in events (All-star games, Super Bowl)
 Internet
 Press Releases
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