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History of Sports and Entertainment

History of Sports and Entertainment. History of Leisure. What do sports and entertainment have in common? Marketers have always sold participation in these events Consumers: people with free time, discretionary income and interest in entertainment Only for the wealthy 1800s

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History of Sports and Entertainment

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  1. History of Sports and Entertainment

  2. History of Leisure • What do sports and entertainment have in common? • Marketers have always sold participation in these events • Consumers: people with free time, discretionary income and interest in entertainment • Only for the wealthy 1800s • Tennis, ballet, horse races, theater • Unions earned better hours, pay=option to attend sporting events for lower and middle class

  3. Entertainment for Everyone • What made it possible? • Technology • Unions • Public transportation • Film industry • Thomas Edison: Kinetoscope • Famous entertainers • End of WWI: 1st international movie star: Mary Pickford • Babe Ruth • Sports and Entertainment: Role • Depression: Welcomed distraction • WWII: Relief from the Trauma

  4. Development of S&E Marketing • William “Bill” Veeck • Owned baseball teams in the 40s • Drafted the 1st African-American player to the American League, Larry Doby • Sports marketing innovations • Introduced the Grandstand, fireworks, dazzling scoreboards, special event nights, event days • Increased joy and entertainment at events: more patrons=more $ • Adolph Zukor • Founder of Paramount Pictures • Pioneer in creating the Hollywood studio system1st to draw big box office crowds-made Paramount the leading studio of teens in 1920s

  5. Marketing Today • Can’t rely on entertainment value of products • S&E vendors-sellers of products • Compete for a share of the $ spent on recreation • Very, very competitive • Requires an organized strategy and target market

  6. Sports vs. Entertainment Similarities Differences • Risk/risk management • Synergy • Product (not usually physical products) • Core and ancillary products • Pricing • Place • promotion • Product (S&E) • Revenue stream (E-many ancillary products and extra revenue, S-one event does not bring in $ like E except a championship game-clothes) • Sponsorship (S) • Advertising and broadcast rights (S) • Consumer loyalty

  7. Define the following and give an example of each: • Promotion • Endorsement • Core product • Ancillary product • Revenue • Piracy • Royalty • Product tie-in • Cross-promotion • Convergence • Synergy • Risks • Risk management • Consumer loyalty • sponsorship

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