1 / 18

Overview: Sport Marketing

Overview: Sport Marketing. Selling Sports . One of the largest job categories in the sports industry involves selling: tickets/corporate suites, advertising, corporate sponsorships,etc. 1600 companies sponsor sports reams/events 250 advertising agencies have sports related accounts

tuvya
Download Presentation

Overview: Sport Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Overview:Sport Marketing

  2. Selling Sports One of the largest job categories in the sports industry involves selling: tickets/corporate suites, advertising, corporate sponsorships,etc. 1600 companies sponsor sports reams/events 250 advertising agencies have sports related accounts Source: Team Marketing Report, July 2001

  3. Selling Sports (cont’d) 2,000 sports properties have staffs devoted to sales and marketing including: promotions, public and media relations, and entertainment services. 400 TV and radio outlets have staffs devoted to sales, marketing, promotions, and account managers for sports stations, programming, and production. Source: Team Marketing Report, July 2001)

  4. Selling Sports (cont’d) $26 billion is estimated to be spent on sports marketing nationally including sponsorships, advertising, & merchandising. Source: TMR, July 2001 Sports Sponsorships have grown at a rate of 15% per year for the last 15 years (Warsaw Sports Marketing Center University of Oregon, July 2001)

  5. Marketing Defined • The process of making a product or service attractive to customers. • Providing customers with specific benefits that will attract them and encourage them to participate in, buy, or sponsor your program, product, or service. • A way of seeing programs and events as opportunities to get your organization’s message across and generate revenues. Source: Marketing Skills Program, National Sport and Recreation Center, Ottawa, Ontario, 1984

  6. Sport Marketing • Communicating Images Using: • Symbols • Slogans/themes/jingles • Logos • Messages (print and electronic PSAs)

  7. Sport Marketing (cont’d) • Issues in Communicating Images: • Honesty vs hypocrisy • Socially responsible images • Socially responsive images • Ethics in how images are perceived by diverse groups

  8. Nature of Sport Chapter 1

  9. The Sport Product’s Nature • Meets consumer’s basic needs: health, entertainment, sociability, or achievement • Intangible in nature: ephemeral, experiential, subjective • Perishable commodity – must be pre-sold • Depends on social facilitation

  10. Sport Product’s Nature (cont’d) • Inconsistent and unpredictable • Core product (game/event itself) cannot be controlled

  11. Uniqueness of Sport • Special marketing features • Simultaneous competition and cooperation • Strong personal identification • Strong emotional attachment • Demand fluctuates widely • Universal appeal • Pervades most aspects of life: eating and drinking, sex, religion

  12. Uniqueness of sport (cont’d) • Special financing features: • Indirect revenues (TV, sponsorships, signage, ads) more important than direct revenues (ticket sales) _ traditional pricing strategies do not apply _ price of core product (game?event)is small compared to total cost paid by consumers (travel, lodging, food, souvenirs, parking)

  13. Uniqueness of sport (cont’d) • Special promotions features: • Widespread media exposure is free (both good and bad) • Media and sponsors focus on celebrities (not on product)

  14. Mkt Forces that Affect Mkting • Militant unions • High player salaries • Spoiled players • High ticket prices • Competitive marketplace • Competition within sports • Others

  15. Obstacles to EstablishingSport Marketing Plans • Focus on selling rather than identifying consumers’ needs and wants • Winning is all that is needed • Confusing promotions with marketing • Lack of market research • Poor sales strategies and techniques

  16. Sport Industry Segments • To provide “packaged” events for spectators and the media Objective: sell events to specific target consumers, live or via the media • To provide facilites, equipment, and programs for players Objective: attract players to play a sport

  17. Segments (cont’d) • To provide “packaged” games or events for spectators as well as facilities, equipment and programs for players Objective: promote games/events to pay for facilities, equipment and programs • To provide administrative support, control, and publicity to other sports organizations and groups Objective: generate revenues to support sports leagues or sports events

More Related