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Sports Marketing - PowerPoint PPT Presentation


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Sports Marketing. Chapter 15 Overview. Five Points of Entry. Leagues / Sports Bodies (NFL, NBA, MLB, IOC, FIFA, etc.) Teams (Jazz, Dodgers, Lakers, Bronco’s, US Skiing, US Figure Skating, etc.) Athletes (Michael and all others). Five Points of Entry. Media Partners

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sports marketing

Sports Marketing

Chapter 15 Overview

five points of entry
Five Points of Entry
  • Leagues / Sports Bodies

(NFL, NBA, MLB, IOC, FIFA, etc.)

  • Teams

(Jazz, Dodgers, Lakers, Bronco’s, US Skiing,

US Figure Skating, etc.)

  • Athletes

(Michael and all others)

five points of entry3
Five Points of Entry
  • Media Partners

(Radio / TV stations that carry games)

  • Sports Agencies
not as expensive as you think
Not As Expensive As You Think
  • Armour Hot Dogs
    • Clemens, Griffey Jr, Sosa, Jeter, Bonds
          • $50,000 each
          • 2 appearances (2 hours)
          • Play in a Golf Tournament
          • One-Day Commercial Shoot
          • Half-Day Photo Shoot
          • 500 autographs
olympics sports
Olympics (Sports)
  • International Olympic Committee (IOC)
  • Sport Federations (FIFA, Track & Field)
  • Governing Bodies

(USOC, Canadian Olympic Committee)

  • Individual Sports Bodies

(USA Boxing, US Track & Field, US Figure Skating, USA Basketball)

  • Organizing Committees

(Salt Lake, Athens, Sydney, etc.)

olympics sponsor
Olympics (Sponsor)
  • Worldwide Olympic Sponsors (10)
  • Country-Specific Sponsors (USA)
  • Official Suppliers
  • Organizing Games Sponsor
olympics media
Olympics (Media)
  • Global TV Rights
    • USA (NBC)
    • Canada
    • Europe
    • South America
    • Asia
    • Middle East
    • Australia
most misuse
Most Misuse
  • It’s just another advertising vehicle.
  • No link to strategy.
  • Need to justify cost with incremental sales.
in stadium is a waste
In-Stadium Is A Waste
  • Utah Jazz
    • Delta Center seats 19,996 for a game.

Assume 95% capacity per game = 18,996 actual people

    • 14,000 season tickets (41 home games)

Assume season ticket holders come to 75% of games.

Total Attendance: 778,844 season attendance

Discreet Individuals Attendance: 362,344 people

    • $30,000 for a Delta Center Sign
football is even worse
Football Is Even Worse
  • Football Season Ticket Holders attend about 90% of games.
  • Lavell Edwards Stadium seats 65,000
    • Season Tickets (public / students): 53,000
    • Six Home Games
    • Total Attendance: 390,000
    • Discreet Individual Attendance: 156,800
coke the atlanta olympic games
Coke & the Atlanta Olympic Games
  • Spent $450 million worldwide
    • $40 for worldwide sponsor rights
    • $ 25 million NBC advertising
    • $ 50 million other TV advertising
    • $ 18 million Olympic Torch Relay
    • $ 12 million Coca-Cola Olympic City
    • $ 15 million “Team / Governing Bodies”
    • $290 million global activation / promotions (167 countries = about $2 million per country)