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Sports Marketing: Running/Jogging Event

Sports Marketing: Running/Jogging Event. Kavitha Balachandran Lindsay Bond Leslie Espy Jessica Holmes Jon McKeeman Eowyn Turner. Current State of the Sport. 10.5 million frequent runners in the US Avg. age of runners has increased slightly in the past few years

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Sports Marketing: Running/Jogging Event

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  1. Sports Marketing:Running/Jogging Event Kavitha Balachandran Lindsay Bond Leslie Espy Jessica Holmes Jon McKeeman Eowyn Turner

  2. Current State of the Sport • 10.5 million frequent runners in the US • Avg. age of runners has increased slightly in the past few years • Between 1993 and 2003 there was a 60% increase in the number of runners who participated in road races

  3. Current State of the Sport • Decrease in participation in shorter races caused by: • Lack of unique, original events • Majority of events focused on fundraising and not on the athletes

  4. Puma Presents the St. Louis Street Scramble • 2.5 mi race • 5 athletic obstacles • 100 of the Nation’s Top High School Runners • $7000 in scholarship money not your ordinary race…

  5. Event Details • Also featuring: • Open Division race • Pre-race nutrition seminar and footwear/apparel expo • Post-race street festival • Music • Booths and exhibits by sponsors • Puma fashion show

  6. Course Map Finish Course Map: Part 1 Start Course Map Course Map Finish Finish Start Start 1 1

  7. Course Map: Part 2 Finish Start 1

  8. Sponsors Title Sponsor Other Participating Sponsors

  9. Puma: Internal Leveraging • Best salespeople chosen to attend the Street Scramble • Entered into a drawing to win tickets • Hockey, baseball, and football • 1st place (1): 2 tickets to each sport • 2nd place (5): 2 tickets to 2 sports • 3rd place (10): 2 tickets to 1 sport

  10. Puma: External Leveraging • Running Scholarships • Top 3 girls and top 3 guys • 1st place: $2000 • 2nd place: $1000 • 3rd place: $500

  11. Puma • Running shoes and sports apparel on sale • Pre-registration gives $5 off apparel and $10 off shoes • Coupons must be used that day • Fashion show • Amateur running program assistance • Running shoe assistance

  12. Panera Bread • Nutritional advice • Advice for healthy eating at Panera • General nutrition advice aimed at runners

  13. Apple • iPod • Sponsoring the graphics and technology used to track runners in the city • iPod shuffles for runners to use during the race

  14. Nalgene • Selling bottles before and after the race • Nalgene logo • Race’s logo

  15. Gatorade • Dispensing water during the race • Providing Gatorade after the event • Assorted flavors • New Lemonade flavor

  16. Media Rights • MTV selected to receive media rights • Mindset of MTV fits into concept of our race • MTV can also make shows relating to the race to increase interest • Reaches our demographic of reigniting younger interest in the sport

  17. Media Rights • Sponsor Benefits for pairing up with MTV • Puma fashion show will get even more ratings • iPod and MTV are both about music • The MTV media right will link our sport, fashion, and music to create and event that fits together to create interest for our target

  18. 3 1 3 2 1 3 2 3 1 1 2 2 3 1 2 3 2 1 Television Graphics

  19. Logo

  20. Non-fashion Merchandising

  21. Fashion Merchandising

  22. Poster not your ordinary race. not your ordinary race.

  23. Print Advertisement Watch the nations’ top high school runners test their prowess in the streets of St. Louis. Find out who makes it to the winner’s circle on ESPN2 at 2 pm on August 6, 2005. Watch the nations’ top high school runners test their prowess in the streets of St. Louis. Find out who makes it to the winner’s circle on MTV at 2 pm on August 6, 2005. It’s the ultimate obstacle course. It’s the ultimate obstacle course. not your ordinary race not your ordinary race www.pumastreetscramble.com www.pumastreetscramble.com 9

  24. not your ordinary race.

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