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USING SPORTS TO MARKET PRODUCTS

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USING SPORTS TO MARKET PRODUCTS

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  1. USING SPORTS TO MARKET PRODUCTS Mr. Kearney Chapter 4 Lesson 4.1

  2. OPENING ACT • Great time to be a marketer • Audience • Too big to be counted • Made up of all races • Socio-economic groups • Ages • Enjoying good financial times • Enthusiastic about sports

  3. OPENING ACT con’t • Marketers can promote through • State-of-the-art television • Hundreds of channels • Internet

  4. MARKET AUDIENCE SIZE • Young market • Baby boomers • Disposable income • Focus on personal fitness • Sports medicine and training centers • Every major city • Websites for participants and fans

  5. GOLFERS In Millions

  6. US Television Sports Hours

  7. THE POWER OF SPORTS • Emotional ties • Love • Hate • Joy • Disappointment

  8. LOSING A TEAM • 1995 Cleveland Browns moved to Baltimore • Men wept openly • Owner received hate mail and bomb threats

  9. People: • Enjoy the intrigue of the skill • Psychology of the players • Proud of their city • Involved with own performance or that of their children • Find own self-worth or personal contentment influenced by team

  10. MORE EMOTIONS • Rioting and celebrating • Overlook criminal and tasteless behavior • Score and entertain • 1999 – Mike Tyson vs Francois Botha • 100,000 pay-per-view audience paid $45.95 • Even though he was in prison

  11. TIME OUT • ABC, CBS, ESPN, AND Fox signed eight-year contracts with the NFL worth $17.6 billion in the late 1990s. The Turner networks and NBC agreed to pay $2.64 billion for four years of NBA games

  12. POWER OF A NEW MARKET • Rising popularity of women’s athletics • WNBA – 13,000 attendance • 2 million viewers for New York Liberty game

  13. TITLE IX • Prohibition against gender discrimination in school programs that receive federal funds

  14. ENDORSEMENT $ • Professional tennis players • Steffi Graf -- $6.5 million • Gabriela Sabatini -- $4 million • 1994 • Sheryl Swoopes • Nike - shoe

  15. TIME OUT In 1971, 1 in 27 girls played high school sports. In 1998, 1 in 3 played.

  16. MARKETING THEORY • Companies who want to advertise their products through sports: • Hire outside consulting firms • Start special sports marketing groups within marketing groups

  17. ESPN CHILTON • Began in 1994 • Offers clients: • Demographic data • Mood of sports consumers • Advice on how a company can best attract a particular market

  18. Who is Arthur Ashe and how has marketing changed since his days?