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Sports Marketing. Discover the World of Sports Marketing. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports. What is Marketing?. Marketing is a process of bringing together sellers and buyers.

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sports marketing

Sports Marketing

Discover the World of Sports Marketing

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

slide2

What is Marketing?

  • Marketing is a process of bringing together sellers and buyers.

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

exchanges
Exchanges
  • Everyday transactions between producers and consumers
  • Typically trading money for a product or service

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

producers
Producers
  • Individuals or Companies which have products to be sold.
  • They provide the “supply.”
  • They are willing to exchange the product or service for something of value.

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

consumers
Consumers
  • Individuals or Companies which have needs to be met and which have something to exchange.
  • They create a “Demand.”
  • They have something to exchange for a product or service and are willing to do so.

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

marketing the definition
Marketing -- The Definition
  • “Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods or services to create exchanges which satisfy individual and organizational objectives.”
what is marketed
DURABLE GOODS

NONDURABLE GOODS

SERVICES

IDEAS

What is Marketed?
slide8

What is Marketed?

  • PEOPLE
  • PLACES
  • ORGANIZATIONS
slide9

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3

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2

4

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the elements of marketing
The Elements of Marketing

Product or Service Planning

Pricing

Promotion

Distribution (Place)

The FOUR P’s OF MARKETING

---- People ---- Often Considered the Fifth P

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

benefits of marketing
Benefits of Marketing
  • Add UTILITY to goods and services
  • Makes buying convenient
  • Maintains reasonable prices
  • Provides a variety of goods and services
  • Increases production

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

sports marketing1
Sports Marketing
  • Sports Marketing uses marketing elements to meet the goals of a sports property.
    • Product Strategies
    • Service Strategies
    • Pricing Strategies
    • Promotion Strategies
    • Distribution Strategies

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

sports
Sports
  • Sports are a source of diversion or physical activity engaged in for pleasure
    • Can be spectatorship
    • Can be participation and play

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

sports consumers
Sports Consumers
  • Consumers exchange money for a “wanted” good or service.
  • Sports Consumers exchange in different ways:
    • Spectators as Consumers
      • Benefit by watching game
      • Exchange for tickets and entertainment
    • Participants as Consumers
      • Benefit by playing or participating
      • Exchange for equip. & participation

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

sports producers
Sports Producers
  • Sports Producers May Provide:
    • Events for Participation
    • Events for Entertainment Viewing
    • Sporting Goods and Equipment
    • Licensed Merchandise
    • Collectables and Memorabilia
    • Athlete Training
    • Sports Information
    • Event Coverage and Distribution

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

sports industry growth
Sports Industry Growth
  • Attendance Growth
    • $135-350 Billion per Year
    • Nearly Every Sport and League +
  • Media Coverage and Growth
    • Main Stream and Alternative Sports Coverage
    • Coverage Growing with Demand
  • Employment Growth
    • 4.5 – 6 Million new Jobs from 1999-2001
  • Global Markets
    • Expansion of Leagues & Marketing outside of U.S.
    • Availability of News Media and Sports Reporting

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

today
Today….
  • Team Organization
    • Team Members
    • Conference
    • Top 3 Preferred Cities
  • List Information on 1.1 LG
  • Begin Research & Planning

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

slide18

Sports Marketing

Marketing Of & Through Sports

what is sports marketing
What IS Sports Marketing
  • Sports Marketing is the application of marketin principles to sports properties and to non-sports products using sports.
  • Simply:
  • Sports Marketing is the Marketing of Sports
  • Sports Marketing is Marketing Through Sports
marketing of sports
Marketing OF Sports
  • Applying marketing Principles to the marketing of a “Sports Property”
  • Sports Properties:
    • League Team
    • Athlete Stadium Arena
    • Program Event Meet
    • Competition Contest
playas in mktg of sports
“Playas” In Mktg OF Sports
  • Teams
  • Leagues
  • Venues
  • Athletes
  • Agents
  • Intermediaries

WHAT IS THEIR JOB?

4 p s marketing of sport
4 P’s – Marketing OF Sport
  • Planning
    • Products
    • Services
  • Pricing
  • Promotions
  • Distribution (Place)
marketing through sports
Marketing THROUGH Sports
  • Marketing of Non-Sports products or services using sports as a media
  • Using a team or event for marketing
borrowed equity
Borrowed Equity
  • Corporate Marketing Through Sports
  • Utilize the draw of the event for promotion
    • Within Audience & Through Broadcast
      • Increase Sales
      • Increase Awareness
      • Be More Competitive
      • Reach the Target Market
      • Build Relationships
      • Develop a Corporate Image
4 p s marketing thru sports
4 P’s – Marketing Thru Sports
  • Planning
    • Products
    • Services
  • Pricing
  • Promotions
  • Distribution (Place)
what is marketed at sports events
What is Marketed at Sports Events?
  • Sponsor products or services
  • Traded products or services
  • Public Service Announcements (Ideas)
  • Other???
event triangle
Event Triangle
  • The model for studying the exchanges developed in Sports Marketing is formatted as an Event Triangle.
  • The Event Triangle emphasizes the relationships between producers and consumers in the sports marketing model.
event triangle1
Event Triangle
  • Components of the Triangle:
    • EVENT
    • SPONSOR
    • FAN

A

C

B

the event
The “Event”
  • The Event is the sporting event which will draw participants, spectators and sponsors.
  • The Event can be amateur or professional.
  • The Event may provide entertainment.
  • The Event may provide an opportunity for exposure for sponsors.
examples of events
Examples of Events
  • Superbowl
  • NCAA “March Maddness”
  • World Series
  • UHSAA State Playoffs
  • Junior Jazz Championship Tournament
  • Your High School’s Homecoming
the sponsor
The “Sponsor”
  • The Sponsor can use the Event to reach important consumers for the company.
  • The Sponsors can utilize the draw of the Event to market its products or services.
  • The Sponsor can leverage its relationship to further business opportunities.
  • “Borrowed Equity”
the fan
The “Fan”
  • The Fan typically attends the Event as a source of entertainment.
  • The Fan usually pays to attend the Event.
  • The Fan may be exposed to promotions for the event and event sponsors.
exchanges in the triangle 1

FAN

EVENT

exchange

exchange

SPONSOR

Exchanges in the Triangle 1
  • Event   Fan Exchanges
    • Fan: money
    • Event: entertainment, merchandise, …
exchanges in the triangle 2

FAN

EVENT

exchange

exchange

SPONSOR

Exchanges in the Triangle 2
  • Event   Sponsor Exchanges
    • Sponsor: money, products, services,…
    • Event: exposure, promotion, sales opportunities,
exchanges in the triangle 3

FAN

EVENT

exchange

exchange

SPONSOR

Exchanges in the Triangle 3
  • Sponsor   Fan Exchanges
    • Fan: money
    • Sponsor: products or services
event marketing concerns
Event Marketing Concerns
  • Draw
  • Promotion
  • Sales Opportunities
  • Ambush Tactics
the fan s role in sports
The Fan’s Role in Sports
  • Fan = “Fanatic”
    • Someone who is interested, involved and engaged in the event.
      • Football, Basketball, Baseball, Golf
      • Chess, Darts, Shuffleboard, Curling
    • Fan is the reason for Sports Marketing
      • IS the power behind success of sports
      • IS the economic force
      • SHAPES the game with attention
effects of media broadcasting on the event triangle
Effects of Media Broadcasting on the Event Triangle
  • Expansion of the Target Market
  • Expansion of marketing opportunities
  • Expansion of distribution & consumption of the event and ancillary events.
    • Examples: Cable, Satellite, Pay-Per-View
standard one projects

COLORADO

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21

Standard One Projects
  • Fantasy Team Organization
  • Team City/Region Research
  • CITY/REGION DRAFT—In Class
  • Team Name Research
  • TEAM COLOR DRAFT—In Class
  • Team Poster– Pennant
  • Team Player Draft
  • Find Examples of Mktg OF Sport
  • Find Examples of Mktg THRU Sport
  • Diagram Event Triangle & Exchanges for an Event