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1.2 Sports Marketing

1.2 Sports Marketing. Unit 1. Lesson 1.2 Sports Marketing . Goals Define sports marketing. Explain the value of sports marketing to the economy. Opening Act. Sports are big business at many universities throughout the country. Basketball has become a big money maker for many colleges.

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1.2 Sports Marketing

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  1. 1.2 Sports Marketing Unit 1

  2. Lesson 1.2Sports Marketing Goals • Define sports marketing. • Explain the value of sports marketing to the economy. Chapter 1

  3. Opening Act • Sports are big business at many universities throughout the country. Basketball has become a big money maker for many colleges. • For the 04-05 school year, the University of Arizona men’s basketball program generated revenue of $16.6 million and a profit of $12.5 million. • They have had sell-out games for almost 20 years. Courtside seats can bring in as much as $30,000 per pair.

  4. Opening Act Cont…. • By playing in the NCAA tournament the school secured money for their school from CBS, which televised the tournaments and distributed more than $400 million to the NCAA conferences • Big business can mean big salaries for college coaches. Tom Crean earned $1.65 million in 2005 at Marquette University. He has coached the Golden Eagles to 3 NCAA tournament appearances and a final four appearance.

  5. Questions • 1. Should successful college coaches earn more than $1 million a year? • 2. Describe a typical college basketball fan.

  6. WHY SPORTS MARKETING? • demographics • common characteristics of a group • age, marital status, income, education • sports marketing • using sports to market products Chapter 1

  7. New Sports, New Opportunities • continual innovation provides new opportunities • extreme sports • Wrestling • XFL - 1.2 Sports Marketing\XFL Ad.flv • arena football • Grand Rapids - 1.2 Sports Marketing\AFL Grand Rapids.flv • League Promo - 1.2 Sports Marketing\AFL Promo Video.flv • Arena football is one of the fastest growing sports in the country. (founded 1987) • Tickets sell for an affordable price ($17.50) • Players meet fans and sign autographs after every game • Clock does not stop and high scoring Chapter 1

  8. Question • What has made arena football successful?

  9. Gross Impression • gross impression • the number of times per advertisement, game, or show that a product or service is associated with an athlete, team or entertainer • Every time your brain sees a product or company logo on the back of a shoe, in a movie scene, or on a license-plate holder on a car your brain records that image. • Many college and pro teams have company or product logos on their uniforms. Chapter 1

  10. Timing • Fans want products and services that identify them with winning teams and athletes. • Marketing efforts may need to be tweaked based on changes in winning trends. • If a major athletic company has a successful marketing campaign, competitors are likely to increase their marketing efforts. • Competition must be monitored so that a company’s marketing can remain unique Chapter 1

  11. Why are gross impression and timing important in sports marketing? Chapter 1

  12. Answer • Gross impression keeps the product upfront in the minds of sports fans. • Successful merchandise sales depend upon having a product available when it is in high demand.

  13. THE VALUE OF SPORTS MARKETING • Sports marketing is a multi-billion-dollar global industry that has a definite impact on the economy. Chapter 1

  14. Emotional Value • Emotional connections to teams motivate fans to buy tickets to games. • For example how many people in here are loyal to the Lions (even though they are terrible)? • Marketers try to appeal to the emotions of fans Chapter 1

  15. So Many Channels • High profile sporting events generate strong promotional revenues for broadcasters. • The Super bowl, BCS, and March Madness attract the attention of large sports minded audiences. • Which in turn, attract high-paying promoters Chapter 1

  16. Name three ways that sporting events help boost the local economy and/or national economy. Chapter 1

  17. Answer • Sporting events result in fans spending money on a wide array of related products and services that benefit the economy. • Food • Parking • Hotels

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