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Sports and Event Marketing

Sports Marketing

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Sports and Event Marketing

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    1. Sports and Event Marketing O.C. Ferrell University of Wyoming Bill Pride Texas A&M University Todd Donavan Colorado State University Linda Ferrell University of Wyoming

    2. Sports Marketing… specific application of marketing principles & processes to sport products & to the marketing of non-sports products through association with sports 2 key elements: marketing sports & encouraging viewership and/or participation marketing products that have no direct relationship through association Yao Ming (Houston Rockets)-Visa Peyton Manning (Ind. Colts)-MasterCard

    3. Red Sox Marketing Strategy-2003 274 bar stools added to the Green Monster (274’ wall) at Fenway Park generated $1.3 million in revenue sold out in 1 day-P.R. & limited adv. added “Legend’s Suite” resembles a country club meet & talk with past Red Sox stars (Dwight Evans & Carl Yastremski) photos, autographs & access for $10,000 per game

    4. Why are sporting events so popular? emotional state that arises from consumption illusion that the team or sporting event is part of their own identity by showing your affiliation, you are building distinction the chance to socialize with others

    5. Spending on Sports… Americans spend more than $32 billion a year on sports participation .68 out of every dollar goes toward participation

    6. Sponsorships… over $6 billion/year is spent on sports sponsorships belief it will generate positive revenue for the sponsor should be a good “fit” between sponsor & sport Lowes & Home Depot are good for NASCAR, not for competitive skating risks associated with sponsorship…

    7. Daytona 500 in 2006… controversy in team ethics with Jimmie Johnson’s win crew chief kicked out the previous week for illegally altering his car Tony Stewart took out 3 top contenders was penalized & sent to the back of the field & smashed his “in car” camera Stewart finished 5th

    8. Unusual Relationship with Sponsor… San Francisco became the 1st city to buy back the naming rights of its stadium from a corporate sponsor tore down the 3Com Park sign & renamed it Candlestick Park

    9. Sports Endorsers… using sports celebrities affinity to sell non-sports products > 10% of advertising employs a sports celebrity as spokesperson

    10. What happens when your endorser behaves inappropriately? Kobe Bryant loses Nutella, McDonald’s, Sprite, Gatorade Kobe recovered Nike in 2005 Responsibilities of advertisers in seeking celebrity endorsers?

    11. Disappointing Ratings in the Olympics… opening ceremonies viewership was 20 million less that the previous Winter Olympics Olympic games normally dominate prime time TV; this year they have been beaten in ratings by: American Idol (by 10 million viewers) Gray’s Anatomy Desperate Housewives House Michele Kwan out & Bode Miller performing below expectations so many news stories during the day that the results are “leaked” & watching the competition is anti-climactic

    12. Olympic Ratings... prime time viewership is down 19% from the 1998 Nagano games & down 33% from the Salt Lake City games image problems: Olympics aren’t relevant to younger viewers ‘no buzz about the games’

    13. How can the Olympics be ‘fixed’? put more reality in competition let viewers vote on performance distribute content through alternate media-Podcasts spotlight big rivalries offer hipper music & hipper commentary be more extreme rethink the Olympic mission-athletic competition at the highest level or generating revenue??

    14. ABC Discounted Super Bowl Ads… many spots sold at $2.5 million for :30 last minute ad buyers got discounts of up to 40% (million $ discount) traditional advertisers paid between $2.3 and $2.4 million per ad Super Bowl shared the “spot light” in advertiser’s minds with the Olympics Visa chose the Olympics over the Super Bowl Pepsi decreased its # of Super Bowl Ads

    15. Nielsen Media Research, Feb. 2005. Top 10 Product Placement Advertisers… Coca Cola Classic 2,245 Pepsi Cola 1,109 Nike 1,030 Net Zero ISP 907 Boston Red Sox 804 Golden Nugget Casino 523 Ford 413 Moosehead Beer 391 Chicago Bears 364 AT&T Wireless 359

    16. According to Jim… 11 minutes of placement time was purchased by the NFL for $9.9 million in the Fall of 2005

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