Sports marketing 1119
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Sports Marketing 1119. Instructor: Dave Doroghy 604 732 7808 [email protected] Brandweek Magazine Quote. Phil Knight the President and Chairman of the Board of Nike is quoted as saying:

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Sports Marketing 1119

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Sports marketing 1119

Sports Marketing 1119

Instructor: Dave Doroghy

604 732 7808

[email protected]


Brandweek magazine quote

Brandweek Magazine Quote

  • Phil Knight the President and Chairman of the Board of Nike is quoted as saying:

  • “Sport is the culture of the United States and will before long define the culture of the entire world”

Lesson One


Book definition

Book Definition

  • Sports marketing consists of all activities designed to meet the needs and wants of sports consumers through the exchange process. Sport marketing has developed two major thrusts: the marketing of sports products and services directly to the consumer of sport, and marketing of other consumer and industrial products or services through the use of sports promotion.

Lesson One


Where do sports rank

Where do Sports Rank ?

  • Based on 1995 American Industry Statistics it is a 152 Billion Dollar Industry

  • 11th largest industry in America

Lesson One


The 1990 s were the golden decade of sports

The 1990’s were the Golden Decade of Sports

  • Value of franchises continue to increase

  • Superbowl dominates

  • NHL, NBA expansion

  • Interest in sport for women and girls surged

  • Mainstream publications covering sports

  • Hollywood expands sport interests

  • 2100 hours of network sports programming in ‘96

  • Naming rights for arenas

Lesson One


Top 5 favorite sports in usa today

Top 5 Favorite Sports in USA Today

  • Pro Football

  • Baseball

  • Pro basketball

  • College basketball

  • College football

Lesson One


Trend toward consolidation

Trend toward consolidation

  • Eisner / Disney

  • Murdoch / Fox

  • Turner / Time Warner

  • Clear Channel

  • Canadian Examples ???

Lesson One


Sports marketing 1119

Strategies

SWOT Analysis - Rochester Royals

The 5 P’s in the Sports Marketing Mix

Product

Price

Place

Promotion

Public Relations

Lesson One


Sports marketing 1119

  • Escalator Concept

  • TARGET TARGET TARGET TARGET

  • Borrowed Equity

  • Ambush Marketing

  • Product Development and Positioning

  • What Sports Appeal to What Audiences ?

Lesson One


Historical facts

Historical Facts

  • 1921 baseball authorized the sale of radio rights for the World Series for $3,000 which was divided between the two teams

  • 1935 the Gillette Company decided to broadcast sporting events

  • In 1969 53% of advertising expenses went to the 3 major networks and print magazines such as LIFE. In the 90’s that figure dropped to 25% as budget allocation emphasized more event promotions.

Lesson One


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