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Understanding the Sports & Entertainment Consumer

Discover the difference between customers and consumers in the sports and entertainment industry. Learn how marketers target consumers with free time, discretionary income, and a desire to be entertained.

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Understanding the Sports & Entertainment Consumer

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  1. Understanding the Sports & Entertainment Consumer

  2. Marketing Applications 4.6 Customer vs. Consumer The customer is the individual who buys the product or service For example, Frito Lay may choose to purchase four club seats at Jacobs Field in Cleveland for their sales staff to entertain clients at Major League Baseball games.

  3. Marketing Applications 4.6 Customer vs. Consumer The consumer is the individual who uses the product or service Frito Lay is the customer while their staff members and their clients are the consumers.

  4. Marketing Applications 4.6 Customer vs. Consumer The customer can also be the consumer: If John Smith buys four tickets to take his family to see the Yankees play the Red Sox, he is the customer because he bought the tickets. Because he used the tickets with his family, he is also the consumer.

  5. Marketing Applications 4.6 The Sports and Entertainment Consumer • Marketers sell sports and entertainment participation • They target consumers with free time, discretionary income and a desire to be entertained

  6. Marketing Applications 4.6 Sports Consumers • Could Also Include: • Manufacturers • Resellers • Sports Governing Bodies • Institutions • Media Sports Enterprises Sports Consumers: People who may play, officiate, watch, or listen to sports, or read, use, purchase, and/or collect items related to sports

  7. Marketing Applications 4.6 Sports Consumers Sports consumer participation in exchange process Spectators as Consumers • Benefit by watching the event or game • Exchange for tickets and entertainment

  8. Marketing Applications 4.6 Sports Consumers Sports consumer participation in exchange process Participants as Consumers • Benefit by playing, competing or participating in the event • Exchange for equipment and/or participation

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