A Strategic Perspective onSports Marketing
ObjectivesDefine Sports MarketingExamine GrowthTypes of Sports ConsumersTypes of Sports ProductsElements of Strategic Marketing Process
What is Sports Marketing???Brenda is a pool playerAngela is a league coordinatorPeter is an event coordinatorLarry is treasurer of the VNEAJessica is the manufacturer of Falcon CuesJim is the Canadian distributor of pool tables
Defining Sports MarketingSports marketing is the specific application of marketing principles and processes to sport products and to the marketing of non-sports products through association with sport.
AssociationBrenda is trying to secure sponsorshipAngela is recruiting playersPeter is trying to find the best venue for tournamentsLarry is the sanctioning body of the leagueJessica wants the pool players to use her pool cuesJim Wants to sell pool tables to pool players, league operators and event coordinators.
Websters defines sport as:a source of diversion or a physical activity engaged in for pleasure.
Entertainment is also defined as something diverting or engaging!
Comparison EntertainmentMoviesPlaysTheaterOperaConcertsPlay = ScriptConcert = Program
Determining EmotionsGame is close and team winsExcitement and Joy
Game is boring and team is losesEntertainment benefit is different
A Marketing OrientationEmphasis on satisfying the consumer
Intelligence generationIntelligence disseminationResponsiveness
Growth of the Sports IndustryThe Sports Industry is the eleventh largest of all U.S. industry groups. 152 Billion (1995)Growth in AttendanceGrowth in Media CoverageGrowth in EmploymentGrowth in Global Markets
Structure of the Sports IndustryLearn by studying the different types of organizations and their involvement.Local, Recreational, National, Youth, Intercollegiate, Professional and Sanctioning Bodies.
Simplified Model of Consumer-Supplier RelationshipsConsumersSpectators observe (in person or media)-buy single tickets or season ticketsCorporate/Business blocks of tickets, corporate box, Bring spectators to eventPurchase rights to televise controls how and when the event will be viewed by spectators
Simplified Model of Consumer-Supplier RelationshipsThe Participant as Consumers Becomes active in sport at a variety of competitive levels.Unorganized Sport ParticipantsNot sanctioned or controlled by external authority.
Simplified Model of Consumer-Supplier RelationshipsThe Participant as Consumers2. Organized Sport ParticipantsAmateur no compensationsProfessional - compensation
Simplified Model of Consumer-Supplier RelationshipsThe Sponsors as ConsumersSports SponsorshipAn exchange of money or product for the right to associate its name or product with a sporting event
Simplified Model of Consumer-Supplier RelationshipsThe Sponsors as ConsumersSports SponsorshipHelps achieve Corporate Objectives.Public awarenessCorporate image Community involvement
Simplified Model of Consumer-Supplier RelationshipsThe Sponsors as ConsumersSports SponsorshipHelps achieve Marketing Objectives.Reach target marketBrand positioningIncrease Sales
Simplified Model of Consumer-Supplier RelationshipsThe Sponsors as Consumers Sports SponsorshipHelps achieve Media Objectives.Generate awarenessEnhance ad campaignGenerate Publicity
Simplified Model of Consumer-Supplier RelationshipsProductsEvents Sporting GoodsPersonal training for sportSport Information
Simplified Model of Consumer-Supplier RelationshipsThe Sports ProductIs a good or service, or any combination of the two that is designed to provide benefits to a sports spectator, participant or sponsor.
Simplified Model of Consumer-Supplier RelationshipsGoods/ServiceGoods = Tangible/physicalTennis ball, skates, etc.Service = Intangible/non-physical Competitive event, lesson
Simplified Model of Consumer-Supplier RelationshipsTypes of Sports ProductsSporting EventsAthletesArenaSporting GoodsEquipmentLicensed MerchandiseCollectables and Memorabilia
Simplified Model of Consumer-Supplier RelationshipsProducers/IntermediariesOwnershipSanctioning bodiesSponsorsMediaAgentsEquipment manufacturers
Simplified Model of Consumer-Supplier RelationshipsAgent ResponsibilitiesDetermine value of the players serviceConvince a club to pay for the playerDevelop a compensation packageProtect players rightsCounsel the player re- career and financialAssist player to earn extra income, endorsements speeches and appearances
Sports Marketing Exchange ProcessMultiple exchanges occur Something of ValueMoneyTime Personal EnergyEntertainmentBetter quality of life Enhanced Image
Exchange PlayersSports SpectatorsSports ParticipantsOrganizationsSporting events Sporting good manufacturersTeams