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History of Sports and History of Sports and Entertainment MarketingEntertainment Marketing
Similarities in MarketingSimilarities in Marketing
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Differences in MarketingDifferences in Marketing
Sports and Entertainment Connections
What do sports and entertainment have in common? They have thrilled and entertained people for centuries—since the ancient Olympic games and Greek plays.
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Marketing Today
Sports and entertainment vendorsvendors compete for a share of the money people spend on recreation.
vendors sellers of products
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Sports and entertainment marketing directs consumers toward sports and entertainment productsproducts.
product a good or service that any for-profit industry sells to its customers
Marketing Similarities
The marketing of sports and entertainment products differs from marketing traditional products in the following four areas:
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endorsement approval or support of a product or idea, usually by a celebrity
Product– EndorsementEndorsement– Core productCore product– Ancillary productAncillary product– RevenueRevenue
continued
core product the main product, such as sports event, movie, stage show, or book
ancillary product a product related to or created from the core product
revenue gross income
Marketing Similarities
Place
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piracy the unauthorized use of another’s music, movies, or copyrighted material
continued
royalty a payment for material that has been copyrighted, or legally declared as belonging to the creator
continued
Price– PiracyPiracy– RoyaltyRoyalty– CopyrightCopyright
Marketing Similarities
Promotion– Product tie-inProduct tie-in– Cross-promotionCross-promotion
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product tie-in use of ancillary products such as merchandise as promotional tools
cross-promotion any form of communication through which one industry relies on another industry to promote its product
continued
Marketing Similarities
ConvergenceConvergence expands the potential for profit in sports marketing and entertainment marketing.
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convergence the overlapping of product promotion
synergy a combined action that occurs when products owned by one source promote the growth of related products
Convergence and cross-promotion help to develop synergysynergy.
Different Players, Different Games
The differences between sports and entertainment can be found in three areas:
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Consumer loyalty
Product
Revenue stream
Differences in Consumer Loyalty
If sports fans feel their team is trying to win, the team can retain its consumer loyaltyconsumer loyalty.
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consumer loyalty consumers’ attitude that occurs when they are happy with a company and become repeat customers
The entertainment consumer is not motivated by brand or team loyalty, but by a desire for satisfying entertainment.
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