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Introduction to Sports Marketing
Marketing
• What is Marketing? – • The process of developing, promoting, and
distributing products and services to satisfy customers’ needs and wants.
Marketing cont…
– Developing – studying customers to determine their wants & needs.
– Promotional Activities • Educate customers: Free samples of new chips at Wal-
mart• Create Interest/Desire: Movie Trailers• Make a Sale: Buy one get one free; 10% off
– Distributing – Where are items sold? • Store, online, phone
Development of Business
• Self-Sufficient –People did not rely on others to meet their needs.
• Bartering –Exchanging products or services• Specialization of Labor- Do what your good at
and focus on that. • Money System• Central Markets – Place where people could
buy and sell products.
Development of Marketing• Development of Marketing• • Marketing was not always a primary concern of businesses due
to:– Lack of technology– Lack of transportation)
• Advanced Technology + Improved Transportation = Competition • What do we have to do to get people to buy from us????
– Implement the Marketing Concept
Marketing Concept:
• Focusing on the needs of customers during the development and promotion of a product.
Who is your customer?
• Target Market – A specific group of consumers that an organization selects as the focus of its marketing mix.
Marketing Exchange:
• Transfer of something, tangible or intangible, between two or more parties.
Team Regular Fans
Team Corporate Sponsors
Team Vendors
Team Concessions
Marketing Mix – – Product – Price – Place– Promotion
Products• Products that a professional sports franchise
markets:– Team – players, name,– Experience – buying a ticket, going to game– Merchandise – featuring team logo, colors, name– Food, beverages– Sponsorships
Place
• How does a team “place” the products they offer?– Advertising with newspapers, TV, radio– Merchandise in retail locations, games and online
Price
• What role price plays in a sports franchise:– Pricing plans for radio and TV broadcasters to
broadcast games– Ticket pricing plan– Merchandise
Promotion
• A sports franchise promotes the products through:– Advertising in newspaper, TV, radio– Sponsoring events at the arean/stadium– Participating in events (All-star games, Super
Bowl)– Internet– Press Releases