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Emergence of Sports Marketing. SS 330 Sport Marketing & Promotions Dr. Brian Turner. Importance of Sports Marketing. Without institutional support, In Division I-A … of football programs showed a profit of men’s basketball programs showed a profit

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Emergence of Sports Marketing

SS 330

Sport Marketing & Promotions

Dr. Brian Turner


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Importance of Sports Marketing

  • Without institutional support,

  • In Division I-A …

    • of football programs showed a profit

    • of men’s basketball programs showed a profit

    • of women’s basketball programs showed a profit


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Importance of Sports Marketing

  • At Ohio State …

    • Football

    • Men’s Basketball

    • Other 34 sports

      *1999-2000 budget


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Explosion of Sports

  • Growth in sport consumption & investment

  • Value of professional teams

  • Expansion of hockey

  • Interest in women’s sports

  • Inclusion in mainstream media

  • Popularity in Hollywood

  • Expansion of sports programming


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What is Sports Marketing?

“… the specific application of marketing principles and processes to sport products and to the marketing of non-sports products through association with sport.”

“Sport marketing consists of all activities designed to meet the needs and wants of sport consumers through exchange processes.”



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Marketing Myopia

“… practice of defining a business in terms of goods and services rather than in terms of the benefits customers seek.”


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Understanding the Sport Industry

  • Sport - “… a source of diversion or a physical activity engaged in for pleasure.”

  • Relationship with the entertainment industry


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Uniqueness of Sport

  • Sport Product

  • Sport Market

  • Sport Financing

  • Sport Promotion


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Marketing Orientation

  • Way of doing business where the organization concentrates on understanding the consumer and provides a sports product that meets consumers’ needs (while still achieving the organization’s objectives)


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Structure of the Sports Industry

Consumers

Products

Producers/

Intermediaries


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Consumers of Sport

  • The Spectator

  • The Participants

  • The Sponsors


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The Sports Product

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

Include:

  • Sporting Events

  • Sporting Goods

  • Personal Training for Sports

  • Sports Information



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Basic Marketing Principles & Processes Applied to Sport

  • Sports Marketing Mix

    • “… coordinated set of elements that sports organizations use to meet their marketing objectives and satisfy consumers’ needs.”

    • Basic Elements


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Basic Marketing Principles & Processes Applied to Sport

  • Exchange Process

    • Marketing transaction in which the buyer gives something of value to the seller in return for goods and services

      • must be at least 2 parties

      • each party must have something of value to offer the other

      • must be a means for communication between the 2 (or more) parties

      • each party must be free to accept or decline the offer

      • each party must feel that it is desirable to deal with the other(s)


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Basic Marketing Principles & Processes Applied to Sport

Something of Value

Exchange Players

Exchange Players

Something of Value


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Strategic SportsMarketing Process

“… process of planning, implementing and controlling marketing efforts to meet organizational goals and satisfy consumers’ needs.”


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