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Emergence of Sports Marketing

Emergence of Sports Marketing. SS 330 Sport Marketing & Promotions Dr. Brian Turner. Importance of Sports Marketing. Without institutional support, In Division I-A … of football programs showed a profit of men’s basketball programs showed a profit

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Emergence of Sports Marketing

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  1. Emergence of Sports Marketing SS 330 Sport Marketing & Promotions Dr. Brian Turner

  2. Importance of Sports Marketing • Without institutional support, • In Division I-A … • of football programs showed a profit • of men’s basketball programs showed a profit • of women’s basketball programs showed a profit

  3. Importance of Sports Marketing • At Ohio State … • Football • Men’s Basketball • Other 34 sports *1999-2000 budget

  4. Explosion of Sports • Growth in sport consumption & investment • Value of professional teams • Expansion of hockey • Interest in women’s sports • Inclusion in mainstream media • Popularity in Hollywood • Expansion of sports programming

  5. What is Sports Marketing? “… the specific application of marketing principles and processes to sport products and to the marketing of non-sports products through association with sport.” “Sport marketing consists of all activities designed to meet the needs and wants of sport consumers through exchange processes.”

  6. Major Thrusts

  7. Marketing Myopia “… practice of defining a business in terms of goods and services rather than in terms of the benefits customers seek.”

  8. Understanding the Sport Industry • Sport - “… a source of diversion or a physical activity engaged in for pleasure.” • Relationship with the entertainment industry

  9. Uniqueness of Sport • Sport Product • Sport Market • Sport Financing • Sport Promotion

  10. Marketing Orientation • Way of doing business where the organization concentrates on understanding the consumer and provides a sports product that meets consumers’ needs (while still achieving the organization’s objectives)

  11. Structure of the Sports Industry Consumers Products Producers/ Intermediaries

  12. Consumers of Sport • The Spectator • The Participants • The Sponsors

  13. The Sports Product “…a good, a service, or any combination of the two that is designed to provide benefits to a sports spectator, participant, or sponsor” Include: • Sporting Events • Sporting Goods • Personal Training for Sports • Sports Information

  14. Producers/Intermediaries

  15. Basic Marketing Principles & Processes Applied to Sport • Sports Marketing Mix • “… coordinated set of elements that sports organizations use to meet their marketing objectives and satisfy consumers’ needs.” • Basic Elements

  16. Basic Marketing Principles & Processes Applied to Sport • Exchange Process • Marketing transaction in which the buyer gives something of value to the seller in return for goods and services • must be at least 2 parties • each party must have something of value to offer the other • must be a means for communication between the 2 (or more) parties • each party must be free to accept or decline the offer • each party must feel that it is desirable to deal with the other(s)

  17. Basic Marketing Principles & Processes Applied to Sport Something of Value Exchange Players Exchange Players Something of Value

  18. Strategic SportsMarketing Process “… process of planning, implementing and controlling marketing efforts to meet organizational goals and satisfy consumers’ needs.”

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