1 / 41

Sports Marketing

Sports Marketing. Discover the World of Sports Marketing. 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.

bree
Télécharger la présentation

Sports Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Sports Marketing Discover the World of Sports Marketing Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

  2. What is Marketing? • Marketing is a process of bringing together sellers and buyers. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

  3. Exchanges • Everyday transactions between producers and consumers • Typically trading money for a product or service Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

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

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

  6. 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.”

  7. DURABLE GOODS NONDURABLE GOODS SERVICES IDEAS What is Marketed?

  8. What is Marketed? • PEOPLE • PLACES • ORGANIZATIONS

  9. 1 3 5 2 4 9 6 7 8 13 11 12 10 16 14 15

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

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

  12. Sports Marketing • Sports Marketing uses marketing elements to meet the goals of a sports property. • Product Strategies • Service Strategies • Pricing Strategies • Promotion Strategies • Distribution Strategies Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

  13. Sports • Sports are a source of diversion or physical activity engaged in for pleasure • Can be spectatorship • Can be participation and play Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

  14. Sports Consumers • Consumers exchange money for a “wanted” good or service. • Sports Consumers exchange in different ways: • Spectators as Consumers • Benefit by watching game • Exchange for tickets and entertainment • Participants as Consumers • Benefit by playing or participating • Exchange for equip. & participation Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

  15. Sports Producers • Sports Producers May Provide: • Events for Participation • Events for Entertainment Viewing • Sporting Goods and Equipment • Licensed Merchandise • Collectables and Memorabilia • Athlete Training • Sports Information • Event Coverage and Distribution Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

  16. Sports Industry Growth • Attendance Growth • $135-350 Billion per Year • Nearly Every Sport and League + • Media Coverage and Growth • Main Stream and Alternative Sports Coverage • Coverage Growing with Demand • Employment Growth • 4.5 – 6 Million new Jobs from 1999-2001 • Global Markets • Expansion of Leagues & Marketing outside of U.S. • Availability of News Media and Sports Reporting Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

  17. Today…. • Team Organization • Team Members • Conference • Top 3 Preferred Cities • List Information on 1.1 LG • Begin Research & Planning Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

  18. Sports Marketing Marketing Of & Through Sports

  19. What IS Sports Marketing • Sports Marketing is the application of marketin principles to sports properties and to non-sports products using sports. • Simply: • Sports Marketing is the Marketing of Sports • Sports Marketing is Marketing Through Sports

  20. Marketing OF Sports • Applying marketing Principles to the marketing of a “Sports Property” • Sports Properties: • League Team • Athlete Stadium Arena • Program Event Meet • Competition Contest

  21. “Playas” In Mktg OF Sports • Teams • Leagues • Venues • Athletes • Agents • Intermediaries WHAT IS THEIR JOB?

  22. 4 P’s – Marketing OF Sport • Planning • Products • Services • Pricing • Promotions • Distribution (Place)

  23. Marketing OF SPORTS

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

  25. Borrowed Equity • Corporate Marketing Through Sports • Utilize the draw of the event for promotion • Within Audience & Through Broadcast • Increase Sales • Increase Awareness • Be More Competitive • Reach the Target Market • Build Relationships • Develop a Corporate Image

  26. 4 P’s – Marketing Thru Sports • Planning • Products • Services • Pricing • Promotions • Distribution (Place)

  27. What is Marketed at Sports Events? • Sponsor products or services • Traded products or services • Public Service Announcements (Ideas) • Other???

  28. Marketing THRU SPORTS

  29. 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.

  30. Event Triangle • Components of the Triangle: • EVENT • SPONSOR • FAN A C B

  31. 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.

  32. Examples of Events • Superbowl • NCAA “March Maddness” • World Series • UHSAA State Playoffs • Junior Jazz Championship Tournament • Your High School’s Homecoming

  33. 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”

  34. 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.

  35. FAN EVENT exchange exchange SPONSOR Exchanges in the Triangle 1 • Event   Fan Exchanges • Fan: money • Event: entertainment, merchandise, …

  36. FAN EVENT exchange exchange SPONSOR Exchanges in the Triangle 2 • Event   Sponsor Exchanges • Sponsor: money, products, services,… • Event: exposure, promotion, sales opportunities,

  37. FAN EVENT exchange exchange SPONSOR Exchanges in the Triangle 3 • Sponsor   Fan Exchanges • Fan: money • Sponsor: products or services

  38. Event Marketing Concerns • Draw • Promotion • Sales Opportunities • Ambush Tactics

  39. The Fan’s Role in Sports • Fan = “Fanatic” • Someone who is interested, involved and engaged in the event. • Football, Basketball, Baseball, Golf • Chess, Darts, Shuffleboard, Curling • Fan is the reason for Sports Marketing • IS the power behind success of sports • IS the economic force • SHAPES the game with attention

  40. 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. • Examples: Cable, Satellite, Pay-Per-View

  41. COLORADO 21 21 Standard One Projects • Fantasy Team Organization • Team City/Region Research • CITY/REGION DRAFT—In Class • Team Name Research • TEAM COLOR DRAFT—In 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

More Related