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SPORTS AND ENTERTAINMENT MARKETING

SPORTS AND ENTERTAINMENT MARKETING. Chapter 2 Lesson 2.1 Mr. Kearney. OPENING ACT. Work with a partner Select a strong college football or basketball program Find out how many fans the stadium or arena holds Find out ticket prices the school charges

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SPORTS AND ENTERTAINMENT MARKETING

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  1. SPORTS AND ENTERTAINMENT MARKETING Chapter 2 Lesson 2.1 Mr. Kearney

  2. OPENING ACT • Work with a partner • Select a strong college football or basketball program • Find out how many fans the stadium or arena holds • Find out ticket prices the school charges • How much revenue would be generated from ticket sales for a sold-out game?

  3. EFFECTS OF COLLEGIATE SPORTS • Winning college teams effect: • Community • Region • State

  4. THE NEEDS OF FANS • University cities must be alert to the needs of fans • Hotel rooms • Restaurants • Gas stations • Shopping malls

  5. UNIVERSITY AND COLLEGE MARKETERS • Schedule cards • Posters • Promotional materials • Sports information guides • Web sites

  6. NATIONAL COLLEGIATE ATHLETIC ASSOCIATION (NCAA) • Creates and enforces guidelines and rules • Recruitment • Gender equity • Scholarships • Gambling prohibitions • Other ethical issues

  7. NCAA’S OVERALL GOAL • Promotion of college athletics with a focus on the integrity of the athletes and the game

  8. HOW TO JOIN THE NCAA • Obtain accreditation by the recognized accreditation agency of its region • Offer at least four intercollegiate sports for men and four for women • One in each of the three traditional seasons • Comply with all NCAA rules • Cooperate with the NCAA enforcement program and accept penalties imposed by that program

  9. NCAA Corporate Partners • Past Corporate Partners include: • American Express • Continental Airlines • Hershey’s • Ocean Spray • Rawlings • Sears

  10. COLLEGE TEAM RANKINGS • Team rankings based on: • Past team performance • Talent • Team schedules • Personal preference

  11. WHY SO MUCH EMPHASIS?

  12. A highly ranked team: • builds excitement and strong attendance at games • creates fan loyalty and national respect • Influences major television networks • Televised games mean more revenue for the team and its university • Requires fewer steps to the lucrative number one spot

  13. TIME OUT • In 1998-1999, each team in the Rose, Sugar, Orange and Fiesta Bowls earned an average of $12.5 million. • Other bowls paid from $700,000 to $3.6 million to each participating team.

  14. #1 HAS LINGERING EFFECTS • Continues to bring national recognition • Potential for recruitment of top high school athletes • Retailers carry the national champion’s sportswear and other memorabilia • Official sportswear manufacturer for a consistent winner is good advertising

  15. Fans see: • Manufacturer’s ads in: • Sports programs • Magazines • Throughout stadiums, arenas, baseball fields • Emblems on athletes’ apparel

  16. MARKET SEGMENTATION • Using different players or teams on the cover of the same magazine in different parts of the country

  17. MARKET SEGMENT • A group of individuals within a larger market that share one or more characteristics

  18. TIME OUT • The University of Kentucky Wildcats men’s basketball team brought $3.3 million in fan spending for businesses in downtown Lexington, Kentucky in 1996-1997.

  19. FIVE ELEMENTS OF MARKET SEGMENTATION

  20. GEOGRAPHIC SEGMENTATION • Dividing of markets into physical locations • Eastern • Northern • Southern • Western • Urban • Rural

  21. DEMOGRAPHIC SEGMENTATION • Information that can be measured • Income • Profession • Gender • Education

  22. PSYCHOGRAPHICS • Characteristics that cannot be measured • Attitudes • Lifestyle choices

  23. PRODUCT USAGE • Reflects what product you use, how often and why

  24. BENEFITS DERIVED • Value people believe they receive from the product or service

  25. WOMEN’S COLLEGE SPORTS • 1980 NCAA focused attention on women’s college sports • 1981, 19 championship events were added

  26. WOMEN’S ENHANCEMENT PROGRAM • Opportunities for post-graduate scholarships • Internships at the NCAA national office • Career help

  27. INCREASED FAN SUPPORT • Six national basketball championships at the University of Tennessee • 1987, ESPN televised 7 women’s college games • 1997, ESPN ran 48 • Attendance for Final Four average 18,000

  28. TIME OUT • Average home-game attendance at the University of Tennessee women’s basketball games increased from 2,725 in 1978-79 to 10,500 in 1996-97.

  29. MARKETING OPPORTUNITIES IN WOMEN’S SPORTS • Women now want: • Soccer shoes • Basketballs • Golf clubs • State-of-the-art bats • Racing bikes

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