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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. A group of organizations involved in the producing or handling of the same product or type of service Industries can be further defined by subdivisions. What is an 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. A group of organizations involved in the producing or handling of the same product or type of service • Industries can be further defined by subdivisions What is an Industry?

  4. The Music Industry The Hotel Industry Subdivisions • Country • Rock • Hip-Hop • R&B Subdivisions • Full service (resorts) • Limited service • Economy • Extended Stay Examples of Industries

  5. The Television Industry The Sports Camp Industry Subdivisions • Reality TV • Talk Shows • Drama • Sitcom Subdivisions • Football Camp • Cheerleading Camp • Dance Camp • Basketball Camp Examples of Industries

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

  7. 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

  8. 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?

  9. 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

  10. Applying marketing principles and processes to promote sports products • Sports equipment • Sports apparel • Sports drinks What is Sports Marketing RG3 Adidas "Fate" Under Armour- This is How We Run

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

  12. Sample Sports Marketing Ads

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

  14. Dr. Pepper/ Iron Man

  15. 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

  16. In 2011 the film industry grossed$10.6 BILLION The largest grossing movies were “The Avengers" ($617 million) “The Hunger Games" ($407 million) “Dark Knight Rises" ($359 million) Growth of the Entertainment Industry

  17. 3D movies (Piranha 3D, Toy Story 3, Avatar) • Midnight releases (Twilight Saga) • The use of social networks (Twitter, Facebook) Trends in Sports and Entertainment

  18. Economic Concepts and Their Impact on the Industry

  19. 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

  20. 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

  21. 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

  22. 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

  23. 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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