Chapter 19

1. Chapter 19 C H A P T E R 19 International Sport Marketing R. Brian Crow, EdD; Kevin K. Byon, PhD; and Yosuke Tsuji, PhD

2. Chapter Objectives • Understand marketing concepts and apply them to a global setting • Recognize characteristics of global sport consumers • Appreciate the scope of branding in the global sport industry (continued)

3. Chapter Objectives (continued) • Explain marketing and branding as they relate to global organizations and events • Discuss international sport marketing and branding trends

4. Chapter Focuses • Global brand development and sponsorship in international sport • How sports consumers are discovered, reached, marketed to, and influenced by global sport brands

5. Chapter Topics • Marketing principles and terms • The international sport consumer • Marketing and sponsorship in a global economy • International brand management

6. Differences Between Sport Marketingand Traditional Marketing (Funk, 2008) • Sport organizations must both compete and cooperate with one another. • Sport consumers are often experts of the products that they use or consume. • The supply of sport products is high, and demand fluctuations are common. • Sport products are intangible. (continued)

7. Differences Between Sport Marketing and Traditional Marketing (continued) 5. Sport products are simultaneously produced and consumed. 6. Sport facilitates socialization. 7. Sport products are inconsistent in nature. 8. Maintaining control over product is difficult. 9. Ancillary products are important to sport. 10. Sport is difficult to price.

8. Brand Refers to the name, logo, and symbols associated with the sport organization that serve to provide a point of differentiation from similar products in the marketplace (Fullerton, 2007). Question: What are the brand components of Adidas?

9. Promotion Any activity designed to stimulate interest in, awareness of, and purchase of a product. It can include price discounts, sweepstakes, giveaways, advertising, personal selling, public relations, and sponsorship (Fullerton, 2007).

10. Sponsorship The acquisition of rights to affiliate or associate with a product or event for the purpose of deriving benefits related to that affiliation or association, including retail opportunities, purchase of media time, entitlement, or hospitality (Aaron, 2008).

11. Licensing The granting of rights to a third party that desires to associate itself commercially (for profit and not for profit) with an institution by using trademarks, names, logos, symbols, and slogans (Collegiate Licensing Company, 2009).

12. The International Sport Consumer • Concept of sport consumers • Internal factors affecting sport consumption • External factors affecting sport consumption

13. Concept of a Sport Consumer • Sporting goods consumers • Sport services consumers • Sport participants and volunteers • Sport supporters, spectators, and fans (Aaron, 2008, p. 35)

14. Avid Fans—NBA Definition • Responded “4” or “5” to the question “How big a fan are you of the NBA?” • Claimed to “look up news, scores, and standings several times a week or more often.” • Claimed to “watch, listen to, or attend at least 10 games per season.” • Claimed to “have a favorite team.”

15. Casual Fans—NBA Definition • Responded “3” to the question “How big a fan are you of the NBA?” • Claimed to “look up news, scores, and standings several times a month or more often.” • Claimed to “watch, listen to, or attend at least three games per season.” • Claimed to “have a favorite team.”

16. Internal Factors AffectingSport Consumption Sport consumer behavior • Motivation • Identification

17. Spectator Motivation • Achievement • Aesthetics • Affiliation • Drama • Escape • Knowledge • Social interaction

18. External Factors AffectingSport Consumption • Home team performance • Presence of star players on the home team • Quality of home team players • Opposing team performance • Quality of opposing team • Opposing team history and tradition (continued)

19. External Factors AffectingSport Consumption (continued) • Closeness of competition • Duration of the game • Skill level • Ticket price • Ticket affordability • Quality of seating (continued)

20. External Factors AffectingSport Consumption (continued) • Direct mail and notification • Publicity • Game time • Game schedule for the season

21. International Sport Branding • Field within international sport marketing concerned with the challenges that sport organizations face when their brands cross national borders • Brand name • Brand visual and sound elements • Brand personality (continued)

22. International Sport Branding (continued) • International branding involves the development of the product, service, or brand globally to appeal to the attitudes, likes, and perceptions of the target market (Whitelock & Fastoso, 2007). • These challenges relate to the essence of the brand in terms of brand name, brand visual (e.g., logos and colors) and sound elements (e.g., jingles, music), and brand personality (Whitelock & Fastoso, 2007).

23. International Brand Management • Brand components • Brand expression • Brand perception • Brand control • Touch points (e.g., game environment, safety, security, in-game entertainment, parking, food and customer service, facility cleanliness), all areas over which they have control

24. Building an International Sport Brand • Positive brand equity • Brand loyalty