The Sports Market

1. The Sports Market

2. The Sports Market • Sports Marketing Profile • Categories of Sports

3. Sports Appeal and Marketing • Entertain people • Competition • Spectacle of sports • Marketers sell: • Sports • Games • Goods • Services

4. What is Sports Marketing? • Marketing- the process of developing, promoting, and distributing products, or goods/services to satisfy customers needs/wants • Sports marketing- all the marketing activities designed to satisfy the needs and wants of sports consumers • Focuses on: • The sport • Event planning • Promotion • Financing • Sponsorship • 2 components: • Marketing of sports (Advertising of Super Bowl) • Marketing through sports (Gatorade promote products through athlete spokesperson)

5. History of Sports Marketing • Most firsts occurred in the 20th Century • Longest running endorsement deal in sports history (Wilson: Golfer Gene Sarazen from 1923-1999) • William “Bill” Veeck-Baseball games entertaining • Player names on jerseys, giveaways, exploding scoreboards, Wrigley Field’s ivy colored walls • Sports is ranked____for big business/industry • 11th

6. Studying Sports Marketing • More than promoting sports events and finding a sponsor for your next game • Takes a simple gameAn exciting event • Monday Night Football-began by applying principles of SM • SM is something you have to study

7. Careers in Sports Marketing • Employment is expanding as the industry expands • Require action, creativity, and dedication • Sports journalists-new publications/books • Sports marketing jobs: • Scriptwriter • Producer • Ticket agent • Luxury-box sales representative • Food and merchandise sales representatives • Group-ticket salesperson

8. Categories of Sports • Amateur • High School • College • Professional

9. Amateur and Professional Sports • People prefer various categories of sports for different reasons • High School-may know the players or went to school • College-may find it more competitive or know them • Professional-may think it is the best

10. Amateur Sports • Amateur athlete-a person who does not get paid to play a sport • High school, college, recreational athlete • Amateur sporting events attract a large amount of fans, attention and money • Draw sponsors b/c they draw so many people • Youth leagues • Fans: family, friends, colleges and potential sponsors • Banners, booths, advertising to attract their target market

11. Recreational Sports • Begins with peewee leagues (Age 5-6) • Youth leagues • Boys and Girls Clubs • YMCA • Amateur Athletic Union (AAU)-established in 1888 as a non profit org. to encourage kids to play • Teams gain sponsorships to play • Adults • Softball, soccer, basketball, volleyball, kickball, skiing, rowing, rugby • Other-noncompetitive-scuba diving, rollerblading, skydiving, rock climbing

12. High School Sports • School spirit is affected by sports of the school • Big win: local newspaper, community, pride • Debate: Spending money on sporting events • National Federation of State High School Associations (NFHS)- set guidelines and ensure students benefit from a balanced educational and athletic experience • Tradition-encourages people to rally around the school and sporting events • Disney’s Remember the Titans-influence of school and community • Regional considerations: Region influences sport popularity • Southern States-high school football-as imp. as collegeor prof. • Central states- ice hockey • Vermont-skiing • Cali-surfing

13. College and University Sports • Very popular, extremely competitive • Are collegiate sports more competitive than professional? • Larger universities vs. smaller one • More sports offered, larger budget • Ex: Water polo, rowing, fencing, etc. • Ohio State’s athletic budget: One of the highest in NCAA. • Better staff, facilities

14. NCAA Sports • National Collegiate Athletic Association • Governs college athletics • Oversees important decisions pertaining to athletics • Guidelines/rules are posted online ncaa.org • Ex: players cannot accept any form of pmt from a school or from companies • Encourage legitimate amateur competition • Regulates all college athletics • Including the marketing of sporting events • If rules are broken NCAA has authority to eliminate teams from playing for an entire season and can terminate an athlete's college scholarship • Divisions • Created/determined by the characteristics of the school and level of competiveness • DI, DII, DIII • Ranking has an impt. affect on the community and schools-higher rank=larger crowd • Most heavily marketed collegiate sporting event: NCAA DI Men’s Basketball Championship tournament: March Madness • Schools market to: 1. Potential markets to pay admission and buy apparel 2. Potential students/players

15. Professional Sports • Pro. Athlete-an athlete who has the will and ability to earn an income from a particular sport • Paid by employer: Team or organization • Opportunities to earn extra income-endorsements • LeBron James: 3-yr contract of $12.96 million with a one-year option at $5.8 million. Nike endorsement=$90 mill. • Teams are businesses • Get playersWinDraw crowds who buy tickets and merchandise

16. Olympic Sports • First recorded evidence: 776 B.C. in Greece!! • 192 meter run. Then added discus, javelin, jumping, wrestling • Abolished in 393 A.D. b/c of Pagan influences by Roman Emperor Theodosius I. • 1890-Pierre de Coubertin wanted to revive the games-formed a committee of 79 delegates • International Olympic Committee (IOC)-plan and oversee issues and decisions • April 1896-Athens chosen for the revival • 300 athletes from 13 countries participated • Had to get there on own expense

17. Present-Day Olympics • What is the Olympic goal? • How often are the Olympics held? • How many athletes competed in the 2002 games? • What problems have the Olympics faced? (list 3) • In what year were corporate sponsors used? • What was the profit of the Olympics in 1932?

18. Present-Day Olympics • What is the Olympic goal? • “To contribute to building a peaceful and better world by educating youth through sports practiced without discrimination of any kid and in the Olympic spirit which requires mutual understanding with a spirit of friendship, solidarity and fair play.” • How often are the Olympics held? Every 4 years • How many athletes competed in the 2002 games? 2,399 • What problems have the Olympics faced? (list 3) terrorist attacks, illegal drug use, boycotts • In what year were corporate sponsors first used? 1984 • What was the profit of the Olympics in 1984? $225 million

19. Paralympics • 1948- Sir Ludwig Guttman organized a sports competition involving WWII veterans with spinal cord related injuries in England • Special Olympics-1968-Chicago, IL. • Offers year round training and competition in 26 Olympic-type summer and winter sports • Since 1968-served one million people in more than 200 programs in more than 150 countries

20. International Sporting Events • ABC Network-The Wide World of Sports show • Introduced people around the world to various sports and icons • Wrist-wrestling, Soccer, Tour de France bicycle race, cricket, rugby

21. Women’s Sports • June 23, 1972-enactment of the Title IX, Education amendment-advanced girls’ participation in sports • Title IX-law that bans gender discrimination in schools that receive federal funds • 1970-71=294,000 girls in interscholastic sports • 1998-99=2,652,000 • Females received more than $212 million in scholarships 1995-96. • Tennis star Billie Jean King-key player in women’s advancement in sports-won Wimbledon in 1962 • Sports Illustrated “Sportswoman of the Year” in 1972-1st time given to a woman

22. Extreme Sports • Extreme sports-sports that involve nontraditional, daring methods of athletic competition • Generation X :Skateboarders, rollerbladers, stunt bikers, snowboarders • Marketers: Sports drinks, clothing • X Games