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Importance of Sports and Entertainment Marketing

Importance of Sports and Entertainment Marketing. How do you think sport differs from entertainment?. Do Now. Sport: source of diversion or physical activity engaged in for pleasure. The Sports Industry.

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Importance of Sports and Entertainment Marketing

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  1. Importance of Sports and Entertainment Marketing

  2. How do you think sport differs from entertainment? Do Now

  3. Sport: source of diversion or physical activity engaged in for pleasure The Sports Industry

  4. Entertainment: any activity which provides a diversion or permits people to amuse themselves in their leisure time The Entertainment Industry • Examples: • Television • Live Shows • Movies • Music • Books • Magazines

  5. Sports Entertainment Usually planned with a script or program Consumers are not motivated by brand or team Consumers do not remain loyal to a brand Spontaneous/not planned Unpredictable outcome Involves competition Fans support one team How Are They Different?

  6. The Sports and Entertainment Industries Today these industries are two of the most profitable in the US Fans spendBILLIONSon recreation and related products every year

  7. Applying marketing principles and processes to promote sports products Sports equipment, sports apparel, sports drinks David Beckham/ ADIDAS "Fate" What is Sports Marketing?

  8. The marketing of non-sports products through association with sports or sports figures Papa John's and the NFL Hanes - Sports and Entertainment Head and Shoulders What is Sports Marketing?

  9. Marketing of entertainment products or using entertainment to attract customers BK AD What is Entertainment Marketing?

  10. Dr. Pepper/ Iron Man

  11. The sports industry generates about $200 billiona year Growth is measured in….. 1. Event Attendance Figures 2. Media Coverage (ESPN, Golf Channel, NFL Network) 3. Employment Figures (4.5 million jobs and growing) 4. Global Market Expansion Growth of the Sports Industry

  12. In 2009 the film industry grossed$10.6 BILLION The largest grossing movies were "Transformers: Revenge of the Fallen" ($402 million) "Avatar" ($352 million) "Harry Potter and the Half-Blood Prince" ($302 million) This was a record year of revenue for the movie industry, up from $9.9 billion in 2008 Growth of the Entertainment Industry

  13. 3D movies (Piranha 3D, Toy Story 3, Avatar) • Midnight releases (Twilight Saga) • The use of social networks (Twitter, Facebook) Trends in Sports and Entertainment

  14. Economic Concepts and Their Impact on the Industry

  15. The struggle among companies for scarce customer dollars • Based on the theory that only the strong will survive • Those organizations with the best products at the best price will stay in business Competition

  16. Price Competition: when a business uses the price of their product to compete in the marketplace • Non-Price Competition: when a business uses other product features (such as quality, image or service) to compete in the marketplace Types of Competition

  17. All of the things used in the production of a good or service • Land – anything from the earth or sea • Labor – the people who work to produce the good or service • Capitol – the money, buildings, hardware, tools, etc. used in production Economic Resources

  18. Price of the tickets • How often the event takes place • How much promotion is used • People involved in event (key players or performers) Factors that influence demand for a Sports or Entertainment event

  19. Situation: You are to assume the role of director for an amateur tennis tournament. Because of the tournament’s size, two different tennis clubs and several hotels within your town must be used. The town mayor is unsure about presenting this project to the town council Activity: Convince the town mayor to support hosting your event Evaluation: You will be graded on how effectively you cover the following topics: • Explain the economic impact of sports and entertainment events on a community/area • Describe factors that influence the demand for services • Explain the concept of competition • Explain the concept of economic resources • Describe trends in sports and entertainment marketing Assignment

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