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Sports Product HSS 5263 Sport Marketing Brian Turner What is the sport product? “… a good, a service, or any combination of the two that is designed to provide benefits to a sports spectator, participant, or sponsor” What is the sport product? Goods Services Pure Goods Pure Services

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Sports product l.jpg

Sports Product

HSS 5263

Sport Marketing

Brian Turner


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What is the sport product?

  • “… a good, a service, or any combination of the two that is designed to provide benefits to a sports spectator, participant, or sponsor”


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What is the sport product?

  • Goods

  • Services

Pure Goods

Pure Services


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What is the sport product?

  • Tangibility

  • Standardization/consistency

  • Perishability

  • Separability


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Branding

  • “…name, design, symbol, or any combination that a sports organization uses to help differentiate its products from the competition”


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Branding

  • Brand names

    • Guidelines

      • Positive, distinctive, generate positive feelings and associations, be easy to remember, and easy to pronounce

      • Translatable to a dynamite attitude-oriented logo

      • Imply the benefits the sports product delivers

      • Consistent with the image of the rest of the product lines, organization, and/or city

      • Legally and ethically permissible


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Branding

  • Brand mark or logo

  • Trademarks

    • Identify that a sports organization has legally registered its brand name and/or brand mark and thus prevents others from using it


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Branding Process

  • Brand awareness

  • Brand image

  • Brand equity


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Branding Process

  • Brand Loyalty


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What is a licensed product?

  • “… not manufactured by leagues, teams, or schools, but rather by independent companies under an agreement with a sport entity.”

  • Licensing

    • “…a contractual method of developing and exploiting intellectual property by transferring the rights of use to third parties without transfer of ownership.”


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What makes licensing work?

  • Licensee advantages

    • Positive association with the sports entity

    • Greater levels of brand awareness

    • Save time/money in building brand equity

    • Receive initial distribution with retailers

    • Expanded and improved shelf space

    • May be able to charge higher prices

  • Licensee disadvantages

    • Athlete, league, or sport may fall into disfavor

    • Success depends on success of team

    • Styles change quickly


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What makes licensing work?

  • Licensor advantages

    • Expansion into new markets

    • Generate awareness of the sports entity

    • Increase its brand equity

    • Very little risk

  • Licensee disadvantages

    • May lose some control over the elements of the marketing mix


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How does licensing work?

  • Licensees pay an initial, one-time licensing fee

  • They take on production issues and assume risk by manufacturing product

  • They then pay a royalty for the use of specific trademarks on specific products


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Licensed-Product Revenues

Retail Sales of Licensed

Sport Products in the US

  • 1990 - $5.3 Billion

  • 1995 - $10.4 Billion

  • 1996 - $13.8 Billion


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Approach of ProfessionalSport Leagues

  • NFL

  • MLB

  • NHL

  • NBA


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Collegiate Licensing

  • Up to the 1970s, manufacturers did not pay royalties

  • Significant revenues began in the late 1980s


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Quality

  • Service quality

    • SERQUAL

      • Reliability, assurance, empathy, responsiveness, tangibles

    • TEAMQUAL


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Quality

  • Product quality

    • Performance

    • Features

    • Reliability

    • Conformance

    • Durability

    • Serviceability

    • Aesthetics

    • Perceived quality


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New Sports Products

  • New products from organizational perspective


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New Sports Products

  • New products from the consumer’s perspective


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New Product Development

  • Idea generation

  • Idea screening

  • Analysis of the concept or potential

  • Development

  • Test marketing

  • Commercialization


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New Product Success Factors

  • Product considerations

  • Other marketing mix considerations

  • Marketing environment considerations


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Product Life Cycles

  • Introduction

  • Growth

  • Maturity

  • Decline


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Product Life Cycles

  • Fad

  • Classic

  • Seasonal


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