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Sports Meets Marketing. MKT 3865 Dr. Don Roy. What is Sports Marketing?. “The use of marketing strategies by sport products or entities for the purpose of satisfying the needs of the organization and its customers. ”. Sports Marketing Defined.
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Sports Meets Marketing MKT 3865 Dr. Don Roy
“The use of marketing strategies by sport products or entities for the purpose of satisfying the needs of the organization and its customers.” Sports Marketing Defined
Marketing of Sports- Marketing activities of leagues, teams, individuals, events, and sporting goods. • Marketing through Sports- Use of sports in a firm’s marketing strategy. Sponsorship is a prime example of a firm aligning itself with a sports property for commercial benefit. Dimensions of Sports Marketing
10-year extension of NFL partnership through 2022 • Estimated $100 million per year in rights fees • Another estimated $130 million per year marketing investment Marketing through Sports: Pepsico
_____ advantage • Positioning _____ • _____-based relationships Distinguishing Characteristics of Sports Marketing
ENGAGING Customers PROMOTION SERVING Customers PEOPLE UNDERSTANDING Customers POSITIONING RESPONDING to Customers PLATFORM The 5Ps of Sports Marketing SATISFYING Customers PROFITS
For each marketing task, identify which of the 5Ps of sports Marketing it best relates: Applying the 5Ps
Evolution of Sports Marketing • Monopoly Era (1900-1950) • Television Era (1950-1990) • Highlight Era (1990-2010) • Experience Era (2010-TODAY)
The Affinity Advantage • The Positioning Challenge • It’s the Experience, Stupid! Course Themes