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Sports Meets Marketing

Sports Meets Marketing. MKT 3865 Dr. Don Roy. What is Sports Marketing?. “The use of marketing strategies by sport products or entities for the purpose of satisfying the needs of the organization and its customers. ”. Sports Marketing Defined.

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Sports Meets Marketing

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  1. Sports Meets Marketing MKT 3865 Dr. Don Roy

  2. What is Sports Marketing?

  3. “The use of marketing strategies by sport products or entities for the purpose of satisfying the needs of the organization and its customers.” Sports Marketing Defined

  4. Marketing of Sports- Marketing activities of leagues, teams, individuals, events, and sporting goods. • Marketing through Sports- Use of sports in a firm’s marketing strategy. Sponsorship is a prime example of a firm aligning itself with a sports property for commercial benefit. Dimensions of Sports Marketing

  5. 10-year extension of NFL partnership through 2022 • Estimated $100 million per year in rights fees • Another estimated $130 million per year marketing investment Marketing through Sports: Pepsico

  6. _____ advantage • Positioning _____ • _____-based relationships Distinguishing Characteristics of Sports Marketing

  7. ENGAGING Customers PROMOTION SERVING Customers PEOPLE UNDERSTANDING Customers POSITIONING RESPONDING to Customers PLATFORM The 5Ps of Sports Marketing SATISFYING Customers PROFITS

  8. For each marketing task, identify which of the 5Ps of sports Marketing it best relates: Applying the 5Ps

  9. Evolution of Sports Marketing • Monopoly Era (1900-1950) • Television Era (1950-1990) • Highlight Era (1990-2010) • Experience Era (2010-TODAY)

  10. Monopoly Era

  11. Television Era

  12. Highlight Era

  13. Experience Era

  14. The Affinity Advantage • The Positioning Challenge • It’s the Experience, Stupid! Course Themes

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