Sports Marketing

1. Sports Marketing Standard 1.1 Discover the World of Sports Marketing Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

2. Standard One • Students will discover the world of sports marketing and the use of marketing to promote sports and non-sports businesses in sports. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

3. COLORADO 21 21 Standard One Projects • Fantasy Team Organization • Team Player Draft • Team City/Region Research • CITY/REGION • Team Name Research • TEAM COLOR • Team Poster– Pennant • Find Examples of Mktg OF Sport • Find Examples of Mktg THRU Sport Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

4. Product or Service Planning Pricing Promotion Distribution (Place) The FOUR P’s OF MARKETING --- People --- Often Considered the Fifth P The Foundation of Marketing Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

5. Producers • Individuals or Companies which have products to be sold. • They provide the “supply.” • They are willing to exchange the product or service for something of value. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

6. Consumers • Individuals or Companies which have needs to be met and which have something to exchange. • They create a “Demand.” • They have something to exchange for a product or service and are willing to do so. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

7. Products • Good or Service • Goods are Tangible • Example: Football, Jersey, or Hammer • Services are In-tangible • Example: Game, Transportation, or Hair cut Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

8. Scavenger Hunt Activity Item Location Sport/Non Sport Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

9. Exchanges • Everyday transactions between producers and consumers • Typically trading money for a product or service Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

10. Benefits of Marketing • Add UTILITY to goods and services • Makes buying convenient • Maintains reasonable prices • Provides a variety of goods and services • Increases production Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

11. 5 Utilities • Form utility – changing raw materials or assembling parts • Place utility – having a product where customers can buy it. • Time utility – having the product available at a certain time of year or time of day. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

12. 5 Utilities • Possession utility – making legal ownership through purchase options easier. • Information utility – information to customers about product’s features and benefits. (Ingredients, uses, safety precautions) Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

13. Benefits • Privileges, or monetary payments beyond salary or wages, that go with a job. • Examples: a company car, and expense account, bonuses. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

14. What is Marketed? • DURABLE GOODS • Three years or longer • NONDURABLE GOODS • Cannot be re-used • SERVICES • Cannot be stored • IDEAS • Can be sold and turned into a business Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

15. What is Marketed Cont.? • PEOPLE • PLACES • ORGANIZATIONS Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

16. What is being marketed?

17. Sports Consumers • Consumers exchange money for a “wanted” good or service. • Sports Consumers exchange in different ways: • Spectators as Consumers • Benefit by watching game • Exchange for tickets and entertainment • Participants as Consumers • Benefit by playing or participating • Exchange for equip. & participation Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

18. Sports Producers • Sports Producers May Provide: • Events for Participation • Events for Entertainment Viewing • Sporting Goods and Equipment • Licensed Merchandise • Collectables and Memorabilia • Athlete Training • Sports Information • Event Coverage and Distribution Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

19. Sports Marketing • Marketing OF Sports Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

20. Sports Marketing • Marketing THRU Sports Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

21. Sports Marketing Standard 1.2 Marketing Of & Through Sports Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

22. What IS Sports Marketing • Sports: a source of diversion engaged in for pleasure • Sports Marketing is the application of marketing principles to sports properties and to non-sports products using sports. • Simply: • Sports Marketing is the Marketing of Sports • Sports Marketing is Marketing Through Sports Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

23. Marketing OF Sports • Applying marketing Principles to the marketing of a “Sports Property” • Sports Properties: • League 5) Team • Athlete 6) Stadium 9) Arena • Program 7) Event 10) Meet • Competition 8) Contest Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

24. “Playas” In Mktg OF Sports • Teams • Leagues • Venues • Athletes • Agents - market talent and determines an athlete’s worth in a market • Intermediaries - Organization that markets an event WHAT IS THEIR JOB? Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

25. Marketing OF SPORTS Examples: Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

26. Marketing THROUGH Sports • Marketing of Non-Sports products or services using sports as a media • Using a team or event for marketing Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

27. Marketing THRU SPORTS Examples: Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

28. What is Marketed at Sports Events? • Sponsor products or services • Traded products or services • Public Service Announcements (Ideas) • Other??? Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

29. Borrowed Equity • Corporate Marketing Through Sports • Utilize the draw of the event for promotion • Within Audience & Through Broadcast • Increase Sales • Increase Awareness • Be More Competitive • Reach the Target Market • Build Relationships • Develop a Corporate Image Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

30. Event Triangle • The model for studying the exchanges developed in Sports Marketing is formatted as an Event Triangle. • The Event Triangle emphasizes the relationships between producers and consumers in the sports marketing model. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

31. Event Triangle • Components of the Triangle: • EVENT • SPONSOR • FAN A C B Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

32. The “Event” • The Event is the sporting event which will draw participants, spectators and sponsors. • The Event can be amateur or professional. • The Event may provide entertainment. • The Event may provide an opportunity for exposure for sponsors. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

33. Examples of Events • Superbowl • NCAA “March Maddness” • World Series • UHSAA State Playoffs • Junior Jazz Championship Tournament • Your High School’s Homecoming Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

34. The “Sponsor” • The Sponsor can use the Event to reach important consumers for the company. • The Sponsors can utilize the draw of the Event to market its products or services. • The Sponsor can leverage its relationship to further business opportunities. • “Borrowed Equity” Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

35. The “Fan” • The Fan typically attends the Event as a source of entertainment. • The Fan usually pays to attend the Event. • The Fan may be exposed to promotions for the event and event sponsors. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

36. FAN EVENT exchange exchange SPONSOR Exchanges in the Triangle 1 • Event   Fan Exchanges • Fan: money • Event: entertainment, merchandise, … Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

37. FAN EVENT exchange exchange SPONSOR Exchanges in the Triangle 2 • Event   Sponsor Exchanges • Sponsor: money, products, services,… • Event: exposure, promotion, sales opportunities, Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

38. FAN EVENT exchange exchange SPONSOR Exchanges in the Triangle 3 • Sponsor   Fan Exchanges • Fan: money • Sponsor: products or services Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

39. Create your own Event Triangle Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

40. Sports Marketing Process • Sports Marketing Process includes Planning, Implementing, and Controlling the event. • In the Sports Marketing Process, the step of Planning consists of understanding consumer needs, selecting markets, and determining a marketing mix for a sports product or service. • In the Sports Marketing Processes, the step of Implementingconsists of setting up, running, and evaluating an event. • In the Sports Marketing Processes, the step of Controlconsists of determining whether organizational target and objectives where met and analyze the activities undertaken in order to implement future plans and control the marketing strategies. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

41. Event Marketing Concerns • Draw • How far away people are willing to travel • Promotion • Increase Interest, attendance and draw through Personal Selling, Public Relations, Licensing, Sales Promotion, & Advertising • Sales Opportunities • Ability for Sponsors to realize R.O.I. • Ambush Tactics • Non-sponsor companies trying to get borrowed equity from the event for free. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

42. The Fan’s Role in Sports • Fan = “Fanatic” • Someone who is interested, involved and engaged in the event. • Football, Basketball, Baseball, Golf • Chess, Darts, Shuffleboard, Curling • Fan is the reason for Sports Marketing • IS the power behind success of sports • IS the economic force • SHAPES the game with attention Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

43. Effects of Media Broadcasting on the Event Triangle • Expansion of the Target Market • Expansion of marketing opportunities • Expansion of distribution & consumption of the event and ancillary events. • Examples: Cable, Satellite, Pay-Per-View Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

44. UTAH 21 21 Standard One Projects • Fantasy Team Organization • Team Player Draft • Team City/Region Research • CITY/REGION • Team Name Research • TEAM COLOR • Team Poster– Pennant • Find Examples of Mktg OF Sport • Find Examples of Mktg THRU Sport Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports