Sports Marketing Profile

Sports Marketing ProfileSports Marketing Profile

Categories of SportsCategories of Sports

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Section 3.1 – Sports Marketing Profile - Objectives

Define sports marketingIdentify key events in the history of sports marketingName careers in sports marketing

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Section 3.1 – Section 3.1 – Sports Marketing ProfileSports Marketing Profile

Sports Appeal and MarketingSports Appeal and MarketingPeople spend time and money

on sports because they feel excitement and are entertained by the competition and spectacle of sports

Sports marketers sell sports, games, and services to these fans.

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What is Sports Marketing?What is Sports Marketing?Characteristics of Marketing:– Marketing: Process of developing, promoting, and

distributing products, or goods and services, to satisfy customers’ needs and wants

– Sports Marketing: All the marketing activities designed to satisfy the needs and wants of sports consumers

• Might focus on the sport, or other activities that revolve around sporting event (ex. Planning, Promotion, Financing, and Sponsorship)

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The Marketing of the Sport– Promotion of events

trough media, radio, or online advertisements

The Marketing through the sport– Manufacturers promote

their products by using connections to sports

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Two Major Components of Sports Marketing


A Brief HistoryA Brief HistoryIn 1923, Wilson Sporting Goods signed professional golfer Gene Sarazen to a deal that lasted until Sarazen passed away in 1999– Longest running endorsement deal in sports historyWilliam “Bill” Veeck was inducted into the Baseball Hall of Fame for his innovations in sports marketing– Promoted activities and events surrounding game that would entice fans

to return to more games– Names on jerseys, ballpark giveaways, exploding scoreboardsLinking athletes to corporations was the brainchild of agent Mark McCormack– Founder of International Management Group (IMG)

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Careers in Sports MarketingCareers in Sports MarketingGrowth of the sports industry, new sports, and more than 20 new leagues has led to an increase in sports marketersExamples of sports marketing careers:– Journalists– Sporting Good Retailers– Scriptwriter– Producer– Ticket agent– Luxury-box sales representative– Food and merchandise sales representative– Group-ticket salesperson


Section 3.2 – Categories Section 3.2 – Categories of Sports Objectivesof Sports Objectives

Identify the different categories of sportsDifferentiate between amateur sports and professional sportsDiscuss the significance of international sportsExplain the significance of women’s sports

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Section 3.2 – Section 3.2 – Categories of SportsCategories of Sports

Sports and sporting events can be classified into the following categories:

AmateurHigh schoolCollegeProfessional

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Amateur and Professional SportsAmateur and Professional SportsSports consumers may enjoy certain classification of non-professional sports more than professional sportsReasons:– Enjoy watching family & friends compete– Interested in local schools– Classification more competitive

Consumers can be interested in all classifications or levels of a sport

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Amateur SportsAmateur SportsAmateur Athlete: a person who does not get paid to play a sport – Examples: high school, college, or rec player– Not being paid is the only limitations regarding being an

amateur athleteAmateur sporting events attract a large number of fans, attention, and moneyMany communities have youth leagues, senior leagues, and a variety of other athletic organizations that attract people who want to participate and watch

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Young Amateur SportsYoung Amateur SportsYouth tournaments in major cities attract many people– Families and Friends– Sponsors (local business) that

are aiming to attract a target market to their product

– Colleges and universities attempting to attract teenagers to their schools

Recreational SportsRecreational SportsInvolvement may begin in peewee leagues as early as 5 or 6 years oldOrganizations such as Boys & Girls Clubs of America, YMCA & YWCA, and AAU encourages young people to get involved in sports– Cannot function without

funding from local businesses14

Amateur SportsAmateur Sports


High School SportsHigh School SportsMany high schools and communities put much effort and enthusiasm into their sporting events due to impact they have on community moraleThe National Federation of State High School Associations (NFHS) set guidelines and make sure that students benefit from a balanced educational and athletic experienceMovies such as Remember the Titans and Hoosiers demonstrate the power that high school sports have on a communityRegional influences, natural resources of a specific climate and geographic location encourage the popularity and development of specific sports

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College and University SportsCollege and University SportsSporting events at the college level are very popular and extremely competitive in all regions– More popular than professional sports in some areas

Sports offered by schools may be impacted by:– Range of interests of student body– Size of population– Competitive nature of school

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College and University SportsCollege and University Sports – cont. – cont.National Collegiate Athletic Association: NCAA, is a national organization that governs college athletics and oversees important decisions pertaining to athletics– Sets up rules and regulations that encourages legitimate, amateur

competition without unfair influence from businesses or individuals– Regulates all collegiate athletics, including the marketing of sporting

events

NCAA created divisions to keep schools competitive– Division I, Division II, Division III– Based on student population, financial stability, and player

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College and University SportsCollege and University Sports – cont. – cont.NCAA – cont.– NCAA divisions have an economic impact on schools and

communities– Higher divisions draw more spectators, which therefore provides

the universities with a greater opportunity to benefit from name recognition

– NCAA Division I Men’s Basketball Championship tournament is the most heavily marketed collegiate sporting event

• Potential markets can be people interested in buying school-brand apparel, or students interested in attending school

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Professional SportsProfessional SportsProfessional Athlete: an athlete who has the will and ability to earn an income from a particular sport– Income can be paid by team or by major corporations (ex race car

driver)– In addition to team salary, major athletes can earn income from

corporations seeking endorsement services

Teams as Businesses– The most costly and heavily marketed of all sports categories– Goals of Teams: Get the best players Win Events Attract fans

Fans purchase tickets and merchandise Team makes money20


Other Sports CategoriesOther Sports CategoriesOlympic GamesAthletes with disabilitiesInternational sportsWomen’s sportsExtreme sports

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Olympic SportsOlympic SportsThe first Olympic game was held in 776 B.C.The Olympic Games were revived in 1890 by Pierre de CoubertinThe International Olympic Committee (IOC) plans the games and oversees issues and decisionsBeginning in 1984, the IOC allowed 43 corporate sponsors to sell “official” licensed Olympic productsThe Amateur Rule was overturned in 1986, allowing professional athletes to compete in Olympics– Allowed NBA “Dream Team” to compete– Responsible for the enormous boost in popularity of basketball on an

international basis22


Paralympics / Special OlympicsParalympics / Special OlympicsThe Paralympic Games are Olympic-style games for athletes with disabilities– Originally organized by Sir Ludwig Guttman for British WWII veterans

with spinal cord related injuriesIn 1968, Eunice Kennedy Shriver organized the First International Special Olympic games for individuals with developmental disabilities– Currently Held in the same year as Olympic Games

Offers year-round training and competition in 26 summer and winter Olympic style sportsSpecial Olympics currently serve one million people in more than 200 programs in more than 150 countries

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International Sporting EventsInternational Sporting EventsABC’s The Wide World of Sports provided advances in media technology and globalized sportsPopular sports around the world include:– Soccer (the World Cup)– Biking (the Tour de France)– Cricket– Rugby

Each of these sports provides entertainment to the sports consumer and new challenges to sports marketers

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Women’s SportsWomen’s SportsThe status of women in sports has advanced in the 20th century, especially in the last 20 years– 1970-71 – 294,00 girls competing in high school athletics– 1998-99 – 2,652,00 girls competing in high school athletics

As early as 1932, Olympic gold medalist Mildred “Babe” Didrikson Zaharias not only excelled at most sports, she was also an impressive sports promoter– All around skills inspired men and women, as well as sports marketers,

when few women received public recognition for their athletic abilities

1973 Billy Jean King defeated Bobby Riggs in “The Battle of Sexes” Tennis Match

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Women’s SportsWomen’s Sports – cont. – cont. The Battle of Sexes– Billy Jean King vs. Bobby

Riggs– September 20, 1973– Houston Astrodome– King def. Riggs 6-4, 3-6,

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Women’s Sports – cont.Women’s Sports – cont.On June 23, 1972, the enactment of Title IX, the Education Amendment, advanced girls’ participation in sports– Title IX: law that bans gender discrimination in schools that

receive federal funds– Budgets do not have to be equal, but they have to be

comparable

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Extreme sportsExtreme Sports: Sports the involve non-traditional, daring methods of athletic competition– 1980s skateboarders, rollerbladers, stunt bikers, and snowboarders of

Generation X helped launch this new style of sport– Extreme sports are relatively new to sports-marketing efforts– Corporations have begun to market products toward a new target

market by promoting extreme sport drinks, clothing, and other merchandise

– Extreme sports is one of the many categories of sports whose characteristics help identify target markets

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Sports Marketing Profile