PowerPoint Slideshow about 'Sports Marketing' - tirzah
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Different sports compete for fan loyalty and revenue. College, professional, and amateur sports all want apiece of the spectator revenue. Spectators are actually consumers purchasing a service (the event). The ultimate goal for sporting events is selling the maximum number of tickets and other related items.
Marketing research is used to determine which sports are the most popular for different target markets. This research is not only important to event managers but also to sponsors interested in gaining the attention of potential customers.
Select your favorite sport. Who is the target market for this sport? Why? Who would be a good sponsor for this sport? Why?
It is important to research he spending habits of fans in order to maximize profits on items they purchase at sporting events.
The price fans are willing to pay for a ticket depends upon the interests of the target market, the national importance of the event, the popularity of the participating athletes, and the rivalry associated with the contest.
When the Heat had their home opener against the New York Knicks last year, average ticket prices were $116. This year, with King James and company, Heat tickets for the home opener average $805. What a different a year makes. And the LeBron Effect doesn’t hurt either.
Heat Tickets Top NBA Initial Opening Week and Holiday Schedule Tuesday, August 10th, 2010
One classic example of ambush marketing occurred at the 1996 Olympic Games in Atlanta, when the Nike company covered the city in ads, benefiting from the focus on the city for the Olympics without having to pay the often hefty sponsorship fees.
Ambush marketing is a source of frustration for promoters of sports events, as well as companies which do pay sponsorship fees.