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Marketing Management in Sport
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  1. Marketing Managementin Sport Chapter 2

  2. An Overview • Marketing Leadership • develop a vision • clarify mission/purposes • establish goals & objectives • develop a strategy and tactics • continually analyze the organization & environment • integrate marketing activities into organization’s plan • act in ethical and socially responsible ways

  3. Sample Mission Statement

  4. Actual Mission Statements NFL Mission Statement: To present the NFL and its teams at a level that attracts the broadest audience and makes NFL football the best sports entertainment in the world. Source, April 2004: Michael Luscher, Senior Manager, International Media, NFL, (IC, Sport Management ’96)

  5. Actual Mission Statements (cont’d) The NBA’s mission is to be the most respected and successful sports league and sports marketing organization in the world. Source: NBA League Office

  6. Actual Mission Statements (cont’d) NHL Fan Development Office Mission Statement: To grow hosckey’s leadership position in Canada and build hockey’s audience in the United States and beyond to become a leading form of entertainment worldwide. Source: Ken Yaffe, Director of Fan Development, NHL, 2000 (IC ’85)

  7. Actual Mission Statements (cont’d) Major League Lacrosse is dedicated to: • providing affordable, family friendly entertainment • Fostering the growth of lacrosse throughout the U.S. and abroad • Providing a professional outlet for top players to continue their involvement in lacrosse post-college • Up-dating lacrosse for the next millennium while still maintaining the game’s tradition and integrity • Emphasizing the sportsmanship and teamwork of lacrosse Source: MLL Business Plan, 2000