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Sports & Entertainment Marketing

Sports & Entertainment Marketing. Mr. Bernstein College and Amateur Athletics p p 28-49 February 25, 2013. Sports & Entertainment Marketing Mr. Bernstein. Effects of Collegiate Sports: The Numbers Rutgers funneled $28mm of budget money into sports

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Sports & Entertainment Marketing

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  1. Sports & Entertainment Marketing Mr. Bernstein College and Amateur Athletics pp28-49 February 25, 2013

  2. Sports & Entertainment MarketingMr. Bernstein Effects of Collegiate Sports: The Numbers Rutgers funneled $28mm of budget money into sports Sports programs cost more than they earned in 48 of 54 large state schools studied by Bloomberg in 2012 Football is often a money generator Rutgers’ move into the Big Ten will generate more TV revenue…but also more costs? Licensing and ticket revenue are correlated with winning teams, creating an “arms race”

  3. Sports & Entertainment MarketingMr. Bernstein Effects of Collegiate Sports: Why do universities build programs? Rutgers athletics are <1% of overall budget The school believes their investment pays hidden dividends through positive branding, and increased exposure and visibility for both the university and the State of New Jersey

  4. Sports & Entertainment MarketingMr. Bernstein Effects of Collegiate Sports: Why do universities build programs? College communities benefit from athletics Small businesses thrive on game day Major reason Penn State football did not receive the “death penalty” – it would have been a heavy penalty for innocent business persons in the local community Increases travel to the community Positive media attention

  5. Sports & Entertainment MarketingMr. Bernstein Market segmentation Which do you think is most important in developing segments for marketing of college sports products? • Geographics • Demographics • Psychographics

  6. Sports & Entertainment MarketingMr. Bernstein Market segmentation New market segments can grow Women’s sports New sports – Soccer in the 80s, Lacrosse currently

  7. Sports & Entertainment MarketingMr. Bernstein Sponsorships Stadium naming can bring in large revenues Examples? Shoe and uniform manufacturers may pay to become exclusive providers Examples? Licensing is the legal right to reproduce a team’s logo on clothes or other items Examples?

  8. Sports & Entertainment MarketingMr. Bernstein Amateur Sports Running, softball, basketball, golf, bowling, and many others Can be children or adult levels Significant business providing equipment, lessons, travel Examples?

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