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History of Sports and Entertainment. History of Leisure. What do sports and entertainment have in common? Marketers have always sold participation in these events Consumers: people with free time, discretionary income and interest in entertainment Only for the wealthy 1800s

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Presentation Transcript
history of leisure
History of Leisure
  • What do sports and entertainment have in common?
  • Marketers have always sold participation in these events
  • Consumers: people with free time, discretionary income and interest in entertainment
  • Only for the wealthy 1800s
    • Tennis, ballet, horse races, theater
  • Unions earned better hours, pay=option to attend sporting events for lower and middle class
entertainment for everyone
Entertainment for Everyone
  • What made it possible?
    • Technology
    • Unions
    • Public transportation
  • Film industry
    • Thomas Edison: Kinetoscope
  • Famous entertainers
    • End of WWI: 1st international movie star: Mary Pickford
    • Babe Ruth
  • Sports and Entertainment: Role
    • Depression: Welcomed distraction
    • WWII: Relief from the Trauma
development of s e marketing
Development of S&E Marketing
  • William “Bill” Veeck
    • Owned baseball teams in the 40s
    • Drafted the 1st African-American player to the American League, Larry Doby
    • Sports marketing innovations
      • Introduced the Grandstand, fireworks, dazzling scoreboards, special event nights, event days
      • Increased joy and entertainment at events: more patrons=more $
  • Adolph Zukor
    • Founder of Paramount Pictures
    • Pioneer in creating the Hollywood studio system1st to draw big box office crowds-made Paramount the leading studio of teens in 1920s
marketing today
Marketing Today
  • Can’t rely on entertainment value of products
  • S&E vendors-sellers of products
    • Compete for a share of the $ spent on recreation
    • Very, very competitive
    • Requires an organized strategy and target market
sports vs entertainment
Sports vs. Entertainment

Similarities

Differences

  • Risk/risk management
  • Synergy
  • Product (not usually physical products)
  • Core and ancillary products
  • Pricing
  • Place
  • promotion
  • Product (S&E)
  • Revenue stream (E-many ancillary products and extra revenue, S-one event does not bring in $ like E except a championship game-clothes)
  • Sponsorship (S)
  • Advertising and broadcast rights (S)
  • Consumer loyalty
define the following and give an example of each
Define the following and give an example of each:
  • Promotion
  • Endorsement
  • Core product
  • Ancillary product
  • Revenue
  • Piracy
  • Royalty
  • Product tie-in
  • Cross-promotion
  • Convergence
  • Synergy
  • Risks
  • Risk management
  • Consumer loyalty
  • sponsorship