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Using Sports to Market Products

Using Sports to Market Products. Audience. Typical Young market-X Games Baby Boomers-personal fitness. Stats. Golfers 1970-11.2 million 1997-24.7 million Sports Programming 1971-800 hours 1992-1,800 hours Before cable expansion. Why are sports so powerful?.

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Using Sports to Market Products

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  1. Using Sports to Market Products

  2. Audience • Typical • Young market-X Games • Baby Boomers-personal fitness

  3. Stats • Golfers • 1970-11.2 million • 1997-24.7 million • Sports Programming • 1971-800 hours • 1992-1,800 hours • Before cable expansion

  4. Why are sports so powerful? • More money is spent on sports than any other recreational pursuit • Mental energy • Emotional ties • Green Bay Packers vs. Bears • Cleveland Browns-hate mail and bomb threats • New Markets-Women Sports • Women make 80% of all buying decisions • Spend $5 billion/year on sports wear • 1971-1 in 29 vs. 1998-1 in 3

  5. How Companies Decide • Hire outside firms • Some have own sports marketing group • ESPN Chilton Sports Poll • Largest firm • Demographic data • Advice on how to attract a market

  6. What is a sponsor? • A person, organization, or business that gives money or donates products and services to another person, organization, or event in exchange for public recognition USA Gymnastics PGA Olympic Total Partners

  7. The X Games • Who were the sponsors? Why?

  8. Nokia Sugar Bowl • Who are the sponsors? Why

  9. Why Sponsor? • Increase sales • Introduce new product • Compete for many customers in one place • Identify with target market • Earn goodwill • Commitment to community • Enter new markets • Entertain clients or customers • Enhance companies image

  10. What do sponsors need? • A return-a profit ($) from the sponsorship

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