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chapter
9
Sport Marketing
F. Wayne Blann, Ketra L. Armstrong
Introduction
• Marketing is
– Complex
– Crucial to overall success
– Carries out the mission of the organization
• Defining sport marketing
Pitts and Stotlar (2002)
Unique Characteristics
• Aspects of sport are intangible
• Sport is subjective and heterogeneous
• Sports are inconsistent and unpredictable
• Sport is perishable
• Sport involves emotions
Mission, Ethics,
and Social Responsibility
Need to define
•
•
•
•
Purpose
Mission statement
Sport marketing practices
Being ethically and socially responsible
Purpose
• Every sport organization has a purpose for
existing
• Purpose is defined in the mission statement
Mission Statement
• Reflects values and beliefs
• Organizational members work together
– Writing the mission statement
– Being committed to carrying out the mission
• Sport marketing plan is derived from the
mission statement
Sport Marketing Practices
Sport marketing practices should be
• Derived from mission statement
• Consistent with mission statement
• Completed in a socially and ethically responsible
manner
Being Ethically
and Socially Responsible
• Being responsible is the best way to
position a sport product or event in the
market
• Being responsible helps ensure long-term
marketing success and customer
satisfaction
Developing a Sport Marketing Plan
• Marketing plans serve as road maps or
game plans
• Marketing plans are key to the success of
sport organizations
(continued)
Developing a Sport Marketing Plan
(continued)
• Four primary elements of a marketing plan
–
–
–
–
Product
Price
Place
Promotion
Step 1:
Identify the Purpose
• Clarify the purpose
• Examine the organization’s core values
• Have clearly defined, measurable goals and
objectives
Step 2:
Analyze the Sport Product
• The sport product is three dimensional
– Tangible goods
– Support services
– Game or event itself
• The game or event itself is two dimensional
– Core product
– Product extensions
Step 3:
Projecting the Market Climate
• Assess the sport climate
• Assess the past market climate
• Forecast the future market climate
• Conduct a SWOT analysis
Step 4:
Positioning the Sport Product
• Definition
Shank (2002)
• Objective of positioning
– Differentiate from competition
– Create a distinctive image
(continued)
Step 4:
Positioning the Sport Product (continued)
• Verbal and nonverbal communications
–
–
–
–
–
–
–
Logos
Symbols
TV and radio advertisements
PSAs
Press releases
News articles
Feature articles
(continued)
Step 4:
Positioning the Sport Product (continued)
• Distinctive markets
– Primary
– Secondary
• Branding
– Name, design, symbol, or any combination
– Allows an organization to distinguish and
differentiate itself
Step 5:
Analyzing and Targeting Consumers
• In other words, “picking the players”
• Market research
–
–
–
–
Demographic segmentation
Psychographic segmentation
Media preference
Purchasing behavior
(continued)
Step 5:
Analyzing and Targeting Consumers
(continued)
• Market segmentation
– Create clusters according to selected characteristics
– Used to identify target consumers who have similar
wants, needs, and interests
– Able to identify specific consumers
(continued)
Step 5:
Analyzing and Targeting Consumers
(continued)
• Target marketing
– Identify specific consumer groups that will most
likely buy company’s products
– Develop a strategy to reach them
– Customize the elements in the marketing mix
Step 6:
Packaging the Sport Product
Presenting the product in the best possible
manner
• Packaging the core product
• Packaging the product extensions
• Licensed merchandise
• Sponsorship
Step 7:
Pricing the Sport Product
• Marketers should consider four factors
when developing a pricing strategy
–
–
–
–
Consumer
Competitor
Company
Climate
(continued)
Step 7:
Pricing the Sport Product (continued)
• Determining the value of a product
– Consumers have attitudes, preferences, beliefs, and
expendable money
– Product is unique to each consumer
– Prices are based on consumers’ interest, ability, and
willingness to commit time and money
(continued)
Step 7:
Pricing the Sport Product (continued)
• Final analysis
– Determine how consumers perceive the value of the
product compared with all competing products
– Offer consumers a satisfying consumption
experience
Step 8:
Promoting the Product
Promotions are the most visible aspect of the
marketing plan
•
•
•
•
•
•
•
Advertising
Publicity
Activities and inducements
Public relations
Community relations
Personal selling
Sponsorship
Step 9:
Placing the Sport Product
• Place refers to
– Location of the sport product
– Point of origin for distributing the product
– Geographical location of target markets
– Other channels through which target may access
product
(continued)
Step 9:
Placing the Sport Product (continued)
• Sport is unique in the way that it is
distributed to consumers
– Attending sport events
– Nationally and globally
– Ticket distribution
Step 10:
Promise of the Sport Marketing Plan
• Requires obtaining feedback
– From inside sources
– From outside sources
• Requires analysis and evaluation of
feedback
• Linkage
• Being proactive
Challenges and Directions
in Sport Marketing
• Pressure to increase sales
– To generate increased revenues
– Risk exaggerating or misrepresenting products
• Technology
– Rapidly changing
– Select technology to stay competitive and remain on
the cutting edge
(continued)
Challenges and Directions
in Sport Marketing (continued)
• Nuances in the marketing plan
Hip-hop genre
• Consumer diversity
– Racial and ethnic influences
– National and global markets
– Developing appropriate and acceptable intercultural
communications