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Sports Marketing Profile

Sports Marketing Profile. Categories of Sports. 2. Section 3.1 – Sports Marketing Profile - Objectives. Define sports marketing Identify key events in the history of sports marketing Name careers in sports marketing. 3. Section 3.1 – Sports Marketing Profile. Sports Appeal and Marketing

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Sports Marketing Profile

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  1. Sports Marketing Profile Categories of Sports 2

  2. Section 3.1 – Sports Marketing Profile - Objectives • Define sports marketing • Identify key events in the history of sports marketing • Name careers in sports marketing 3

  3. Section 3.1 – Sports Marketing Profile Sports Appeal and Marketing • People spend time and money on sports because they feel excitement and are entertained by the competition and spectacle of sports • Sports marketers sell sports, games, and services to these fans. 4

  4. Section 3.1 – Sports Marketing Profile What is Sports Marketing? • Characteristics of Marketing: • Marketing: Process of developing, promoting, and distributing products, or goods and services, to satisfy customers’ needs and wants • Sports Marketing: All the marketing activities designed to satisfy the needs and wants of sports consumers • Might focus on the sport, or other activities that revolve around sporting event (ex. Planning, Promotion, Financing, and Sponsorship) 5

  5. Section 3.1 – Sports Marketing Profile • The Marketing of the Sport • Promotion of events trough media, radio, or online advertisements • The Marketing through the sport • Manufacturers promote their products by using connections to sports Two Major Components of Sports Marketing 6

  6. Section 3.1 – Sports Marketing Profile A Brief History • In 1923, Wilson Sporting Goods signed professional golfer Gene Sarazen to a deal that lasted until Sarazen passed away in 1999 • Longest running endorsement deal in sports history • William “Bill” Veeck was inducted into the Baseball Hall of Fame for his innovations in sports marketing • Promoted activities and events surrounding game that would entice fans to return to more games • Names on jerseys, ballpark giveaways, exploding scoreboards • Linking athletes to corporations was the brainchild of agent Mark McCormack • Founder of International Management Group (IMG) 7

  7. Section 3.1 – Sports Marketing Profile

  8. Section 3.1 – Sports Marketing Profile Careers in Sports Marketing • Growth of the sports industry, new sports, and more than 20 new leagues has led to an increase in sports marketers • Examples of sports marketing careers: • Journalists • Sporting Good Retailers • Scriptwriter • Producer • Ticket agent • Luxury-box sales representative • Food and merchandise sales representative • Group-ticket salesperson

  9. Section 3.2 – Categories of Sports Objectives • Identify the different categories of sports • Differentiate between amateur sports and professional sports • Discuss the significance of international sports • Explain the significance of women’s sports 10

  10. Section 3.2 – Categories of Sports Sports and sporting events can be classified into the following categories: • Amateur • High school • College • Professional 11

  11. Section 3.2 – Categories of Sports Amateur and Professional Sports • Sports consumers may enjoy certain classification of non-professional sports more than professional sports • Reasons: • Enjoy watching family & friends compete • Interested in local schools • Classification more competitive • Consumers can be interested in all classifications or levels of a sport 12

  12. Section 3.2 – Categories of Sports Amateur Sports • Amateur Athlete:a person who does not get paid to play a sport • Examples: high school, college, or rec player • Not being paid is the only limitations regarding being an amateur athlete • Amateur sporting events attract a large number of fans, attention, and money • Many communities have youth leagues, senior leagues, and a variety of other athletic organizations that attract people who want to participate and watch 13

  13. Section 3.2 – Categories of Sports Amateur Sports Young Amateur Sports • Youth tournaments in major cities attract many people • Families and Friends • Sponsors (local business) that are aiming to attract a target market to their product • Colleges and universities attempting to attract teenagers to their schools Recreational Sports • Involvement may begin in peewee leagues as early as 5 or 6 years old • Organizations such as Boys & Girls Clubs of America, YMCA & YWCA, and AAU encourages young people to get involved in sports • Cannot function without funding from local businesses 14

  14. Section 3.2 – Categories of Sports High School Sports • Many high schools and communities put much effort and enthusiasm into their sporting events due to impact they have on community morale • The National Federation of State High School Associations (NFHS) set guidelines and make sure that students benefit from a balanced educational and athletic experience • Movies such as Remember the Titans and Hoosiers demonstrate the power that high school sports have on a community • Regional influences, natural resources of a specific climate and geographic location encourage the popularity and development of specific sports 15

  15. Section 3.2 – Categories of Sports

  16. Section 3.2 – Categories of Sports College and University Sports • Sporting events at the college level are very popular and extremely competitive in all regions • More popular than professional sports in some areas • Sports offered by schools may be impacted by: • Range of interests of student body • Size of population • Competitive nature of school 17

  17. Section 3.2 – Categories of Sports College and University Sports – cont. • National Collegiate Athletic Association: NCAA, is a national organization that governs college athletics and oversees important decisions pertaining to athletics • Sets up rules and regulations that encourages legitimate, amateur competition without unfair influence from businesses or individuals • Regulates all collegiate athletics, including the marketing of sporting events • NCAA created divisions to keep schools competitive • Division I, Division II, Division III • Based on student population, financial stability, and player ability 18

  18. Section 3.2 – Categories of Sports College and University Sports – cont. • NCAA – cont. • NCAA divisions have an economic impact on schools and communities • Higher divisions draw more spectators, which therefore provides the universities with a greater opportunity to benefit from name recognition • NCAA Division I Men’s Basketball Championship tournament is the most heavily marketed collegiate sporting event • Potential markets can be people interested in buying school-brand apparel, or students interested in attending school 19

  19. Section 3.2 – Categories of Sports Professional Sports • Professional Athlete: an athlete who has the will and ability to earn an income from a particular sport • Income can be paid by team or by major corporations (ex race car driver) • In addition to team salary, major athletes can earn income from corporations seeking endorsement services • Teams as Businesses • The most costly and heavily marketed of all sports categories • Goals of Teams: Get the best players  Win Events  Attract fans  Fans purchase tickets and merchandise  Team makes money 20

  20. Section 3.2 – Categories of Sports Other Sports Categories • Olympic Games • Athletes with disabilities • International sports • Women’s sports • Extreme sports 21

  21. Section 3.2 – Categories of Sports Olympic Sports • The first Olympic game was held in 776 B.C. • The Olympic Games were revived in 1890 by Pierre de Coubertin • The International Olympic Committee (IOC) plans the games and oversees issues and decisions • Beginning in 1984, the IOC allowed 43 corporate sponsors to sell “official” licensed Olympic products • The Amateur Rule was overturned in 1986, allowing professional athletes to compete in Olympics • Allowed NBA “Dream Team” to compete • Responsible for the enormous boost in popularity of basketball on an international basis 22

  22. Section 3.2 – Categories of Sports Paralympics / Special Olympics • The Paralympic Games are Olympic-style games for athletes with disabilities • Originally organized by Sir Ludwig Guttman for British WWII veterans with spinal cord related injuries • In 1968, Eunice Kennedy Shriver organized the First International Special Olympic games for individuals with developmental disabilities • Currently Held in the same year as Olympic Games • Offers year-round training and competition in 26 summer and winter Olympic style sports • Special Olympics currently serve one million people in more than 200 programs in more than 150 countries 23

  23. Section 3.2 – Categories of Sports International Sporting Events • ABC’s The Wide World of Sports provided advances in media technology and globalized sports • Popular sports around the world include: • Soccer (the World Cup) • Biking (the Tour de France) • Cricket • Rugby • Each of these sports provides entertainment to the sports consumer and new challenges to sports marketers 24

  24. Section 3.2 – Categories of Sports Women’s Sports • The status of women in sports has advanced in the 20th century, especially in the last 20 years • 1970-71 – 294,00 girls competing in high school athletics • 1998-99 – 2,652,00 girls competing in high school athletics • As early as 1932, Olympic gold medalist Mildred “Babe” Didrikson Zaharias not only excelled at most sports, she was also an impressive sports promoter • All around skills inspired men and women, as well as sports marketers, when few women received public recognition for their athletic abilities • 1973 Billy Jean King defeated Bobby Riggs in “The Battle of Sexes” Tennis Match 25

  25. Section 3.2 – Categories of Sports Women’s Sports – cont. • The Battle of Sexes • Billy Jean King vs. Bobby Riggs • September 20, 1973 • Houston Astrodome • King def. Riggs 6-4, 3-6, 6-3

  26. Section 3.2 – Categories of Sports Women’s Sports – cont. • On June 23, 1972, the enactment of Title IX, the Education Amendment, advanced girls’ participation in sports • Title IX: law that bans gender discrimination in schools that receive federal funds • Budgets do not have to be equal, but they have to be comparable 27

  27. Section 3.2 – Categories of Sports Extreme sports • Extreme Sports: Sports the involve non-traditional, daring methods of athletic competition • 1980s skateboarders, rollerbladers, stunt bikers, and snowboarders of Generation X helped launch this new style of sport • Extreme sports are relatively new to sports-marketing efforts • Corporations have begun to market products toward a new target market by promoting extreme sport drinks, clothing, and other merchandise • Extreme sports is one of the many categories of sports whose characteristics help identify target markets 28

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