“We Do” Activity • Sports marketing is an enormous industry. • It’s easy to identify many sports, but the marketing part is more complicated. • One way to better understand it is to relate sports marketing to what you already know about marketing in general. • The 4 P’s of marketing—product, price, place, promotion—apply to sports goods and services.
“We Do” Activity • Product • Details on the specific product. What is it? • Price • Determine how much the product costs. • Place • Now, find out how to obtain the product. Do you visit a stadium or a retail store, or do you go online or call a toll-free number? • Promotion • Think of how you learned about the product. Was it by watching a TV commercial, reading a print ad, receiving a coupon in the mail, or some other promotional technique? Find out who the primary product users are.
“We Do” LeBron X Sneakers Video
“We Do” Product: Lebron X Shoes Price: Place: Promotion:
“We Do” Olympics Video
“We Do” Product: Ticket to Track Finals August 11, 2012 Price: $1146.50 per ticket Place: Promotion:
“We Do” Once you’ve put together all these pieces, you have the overall picture of sports marketing.
“You Do” With your partner, read the article “Olympic Athletes and Brands: The Good, The Bad, and the Confusing” and answer the following questions:
Article Questions • 1. Why is Usian Bolt an ideal candidate for product endorsement? • 2. Tell me 3 names that might be the most marketable names for sponsorship and promotional deals from the Summer 2012 Olympics? • 3. Why would amateur athletes what to endorse products? • 5. So why is Wheaties listed under “The Good” section? • 6. What is Wheaties slogan? • 7. Who is Mary Lou Retton? • 8. What event did Bruce Jenner participate in” • 9. Who is Carl Lewis? • 10 Why is Puma listed under “The Good” section? • 11. Who sponsors the entire Jamaican track team? • 12. Puma’s sponsorship of Bolt has helped position the brand how? • 13. Why is Subway and Michael Phelps listed with “The Bad”? • 14. What does it mean Phelps has overexposure? • 15. Why is the message and execution wrong of Phelps and Subway? • 16. What does over-saturation mean? • 17. List for me 10 athletes and the brands they represent.