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Sports Marketing

Sports Marketing. Chapter 15 Overview. Five Points of Entry. Leagues / Sports Bodies (NFL, NBA, MLB, IOC, FIFA, etc.) Teams (Jazz, Dodgers, Lakers, Bronco’s, US Skiing, US Figure Skating, etc.) Athletes (Michael and all others). Five Points of Entry. Media Partners

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Sports Marketing

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  1. Sports Marketing Chapter 15 Overview

  2. Five Points of Entry • Leagues / Sports Bodies (NFL, NBA, MLB, IOC, FIFA, etc.) • Teams (Jazz, Dodgers, Lakers, Bronco’s, US Skiing, US Figure Skating, etc.) • Athletes (Michael and all others)

  3. Five Points of Entry • Media Partners (Radio / TV stations that carry games) • Sports Agencies

  4. Not As Expensive As You Think • Armour Hot Dogs • Clemens, Griffey Jr, Sosa, Jeter, Bonds • $50,000 each • 2 appearances (2 hours) • Play in a Golf Tournament • One-Day Commercial Shoot • Half-Day Photo Shoot • 500 autographs

  5. Olympics (Sports) • International Olympic Committee (IOC) • Sport Federations (FIFA, Track & Field) • Governing Bodies (USOC, Canadian Olympic Committee) • Individual Sports Bodies (USA Boxing, US Track & Field, US Figure Skating, USA Basketball) • Organizing Committees (Salt Lake, Athens, Sydney, etc.)

  6. Olympics (Sponsor) • Worldwide Olympic Sponsors (10) • Country-Specific Sponsors (USA) • Official Suppliers • Organizing Games Sponsor

  7. Olympics (Media) • Global TV Rights • USA (NBC) • Canada • Europe • South America • Asia • Middle East • Australia

  8. Most Misuse • It’s just another advertising vehicle. • No link to strategy. • Need to justify cost with incremental sales.

  9. In-Stadium Is A Waste • Utah Jazz • Delta Center seats 19,996 for a game. Assume 95% capacity per game = 18,996 actual people • 14,000 season tickets (41 home games) Assume season ticket holders come to 75% of games. Total Attendance: 778,844 season attendance Discreet Individuals Attendance: 362,344 people • $30,000 for a Delta Center Sign

  10. Football Is Even Worse • Football Season Ticket Holders attend about 90% of games. • Lavell Edwards Stadium seats 65,000 • Season Tickets (public / students): 53,000 • Six Home Games • Total Attendance: 390,000 • Discreet Individual Attendance: 156,800

  11. Coke & the Atlanta Olympic Games • Spent $450 million worldwide • $40 for worldwide sponsor rights • $ 25 million NBC advertising • $ 50 million other TV advertising • $ 18 million Olympic Torch Relay • $ 12 million Coca-Cola Olympic City • $ 15 million “Team / Governing Bodies” • $290 million global activation / promotions (167 countries = about $2 million per country)

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