Sports Marketing

Discover the World of Sports

Marketing

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

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

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

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.

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

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.

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

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.
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WHAT IS MARKETED?
DURABLE GOODS
NONDURABLE GOODS
SERVICES
IDEAS

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What is Marketed?
PEOPLE
PLACES
ORGANIZATIONS

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The Elements of Marketing

Product or Service Planning
Pricing
Promotion
Distribution (Place)
The FOUR Ps OF MARKETING
---- People ---- Often Considered the Fifth P
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Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Benefits of Marketing
Add UTILITY to goods and services
Makes buying convenient
Maintains reasonable prices
Provides a variety of goods and services
Increases production
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Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Sports Marketing
Sports Marketing uses marketing
elements to meet the goals of a
sports property.
o
o
o
o
o

Product Strategies
Service Strategies
Pricing Strategies
Promotion Strategies
Distribution Strategies

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

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

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

Sports Consumers
Consumers exchange money for a
wanted good or service.
Sports Consumers exchange in
different ways:
o Spectators as Consumers

Benefit by watching game

Exchange for tickets and entertainment

o Participants as Consumers

Benefit by playing or participating

Exchange for equip. & participation

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

Sports Producers
Sports Producers May Provide:

o Events for Participation

o Events for Entertainment Viewing
o Sporting Goods and Equipment
o Licensed Merchandise
o Collectables and Memorabilia
o Athlete Training
o Sports Information
o Event Coverage and Distribution

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

Sports Industry Growth

Attendance Growth

o $135-350 Billion per Year

o Nearly Every Sport and League +

Media Coverage and Growth

o Main Stream and Alternative Sports Coverage

o Coverage Growing with Demand

Employment Growth

o 4.5 6 Million new Jobs from 1999-2001

Global Markets

o Expansion of Leagues & Marketing outside of U.S.

o Availability of News Media and Sports Reporting

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

Today.
Team Organization

o Team Members
o Conference
o Top 3 Preferred Cities

List Information on 1.1 LG

Begin Research & Planning

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

Sports Marketing
Marketing Of & Through Sports

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What IS Sports Marketing

Sports Marketing is the application

of marketin principles to
sports properties and to
non-sports products using sports.

Simply:

1.

Sports Marketing is the Marketing of Sports

2.

Sports Marketing is Marketing Through Sports

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Marketing OF Sports
Applying marketing Principles to the marketing
of a Sports Property

Sports Properties:
oLeague
Team
oAthlete
Stadium
Arena
oProgram
Event
Meet
oCompetition
Contest

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Playas In Mktg OF Sports

Teams
Leagues
Venues
Athletes
Agents
Intermediaries
WHAT IS THEIR JOB?
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4 Ps Marketing OF Sport
Planning

oProducts
oServices

Pricing
Promotions
Distribution
(Place)
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Marketing OF SPORTS

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Marketing THROUGH Sports

Marketing of Non-Sports products or
services using sports as a media
Using a team or event for marketing

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Borrowed Equity
Corporate Marketing Through Sports
Utilize the draw of the event for
promotion
oWithin Audience & Through Broadcast
Increase Sales
Increase Awareness
Be More Competitive
Reach the Target Market
Build Relationships
Develop a Corporate Image
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4 Ps Marketing Thru Sports

Planning

oProducts
oServices

Pricing
Promotions
Distribution (Place)

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What is Marketed at Sports

Events?
Sponsor products
or services
Traded products
or services
Public Service
Announcements
(Ideas)
Other???

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Marketing THRU SPORTS

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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.
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Event Triangle
Components of the Triangle:
oEVENT

oSPONSOR
oFAN

C
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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.
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Examples of Events
Superbowl
NCAA March Maddness
World Series
UHSAA State Playoffs
Junior Jazz Championship
Tournament
Your High Schools Homecoming
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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
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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.
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Exchanges in the Triangle 1

Event Fan Exchanges

oFan: money
oEvent: entertainment, merchandise,

FAN

EVENT

SPONSOR

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Exchanges in the Triangle 2

Event Sponsor Exchanges

oSponsor: money, products, services,

oEvent: exposure, promotion, sales
opportunities,
FAN

EVENT

SPONSOR

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Exchanges in the Triangle 3

Sponsor Fan Exchanges
oFan: money
oSponsor: products or services

FAN

EVENT

SPONSOR

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Event Marketing Concerns

Draw
Promotion
Sales Opportunities
Ambush Tactics
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The Fans Role in Sports

Fan = Fanatic
oSomeone who is interested, involved and
engaged in the event.
Football, Basketball, Baseball, Golf
Chess, Darts, Shuffleboard, Curling

oFan is the reason for Sports Marketing

IS the power behind success of sports
IS the economic force
SHAPES the game with attention

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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.
oExamples: Cable, Satellite, Pay-Per-View

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Standard One Projects

Fantasy Team Organization

COLORADO GRIZZLIES
Team City/Region Research
CITY/REGION DRAFTIn Class
COLORADO
21
Team Name Research
21
TEAM COLOR DRAFTIn 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
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C O LO RA D O

G RIZ Z LIES

P o ll a r d
P r es id en t

O v e r s ee a ll t ea m

b u s ine s s

A p p r o v e a l l P la y e r D e c i s i o n s

M ic h a e l J o r d a n

L arr y

B ir d

D a l e C a r r in g e r

D ir e c t o r P e r s o n n e l

F in a n c i a l O f f i c e r

C o a ch

P l a y e r N e g o tia t io n s
T r a d e s , S a la r y

O v e r s e e F ina n c e s o f T e am
S a l a r y C a p S p e c ia li s t

T ea m D ev elop m e nt
P l a y e r p e r s o n n e l, G a m e M g m n t .