1-1 Chapter 1 An Introduction to Sports Marketing McGraw-Hill/Irwin©2007 The McGraw-Hill Companies,...
-
Upload
buddy-collins -
Category
Documents
-
view
214 -
download
1
Transcript of 1-1 Chapter 1 An Introduction to Sports Marketing McGraw-Hill/Irwin©2007 The McGraw-Hill Companies,...
1-1
Chapter 1Chapter 1
An Introduction to Sports An Introduction to Sports MarketingMarketing
McGraw-Hill/Irwin ©2007 The McGraw-Hill Companies, All Rights Reserved
1-2
Marketing DomainsMarketing Domains
• Primary Focus of Marketing Efforts
– Marketing through Sports
– Marketing of Sports
1-3
Marketing Through SportsMarketing Through Sports
• Traditional Strategies– Sports as a Marketing Platform
• Reaching Similar Target Market• Sports Incorporated within the Marketing Mix
– Product– Distribution (Place)– Price– Promotion
1-4
Marketing Through SportsMarketing Through Sports
• Sponsorship Strategies– Traditional
• Coca-Cola and the Olympics
– Venue Naming Rights• Coors Beer and Coors Field (Denver, Colorado)
– Licensing• Rival (Crock Pots) and NASCAR
– Endorsements• Tag Heuer Watches and Tiger Woods
1-5
Marketing of SportsMarketing of Sports
• Examples of “Sports Products”– Access to Spectator Sports Events
• Tickets or Media-based access to the British Open
– Access to Participation Sports Venues• Membership to Gold’s Gym
– Sporting Goods and Apparel• Adidas Football and Team Uniforms
1-7
Local EventsLocal Events
• Draw Fans from Small Geographic Area
• Promote Using Local Media
• Examples– Minor League Team– High School Sports– Local Amateur Competitions
1-8
Regional EventsRegional Events
• Little National or International Interest
• Marketers Attempt to Move Event Up
• Examples– Most Collegiate Sports Teams– (Most) Marathon Races
1-9
National EventsNational Events
• Large Portion of One or Two Countries
• Often Large Media Presence
• Examples– Stanley Cup Playoffs (Ice Hockey)– NCAA Final Four (College Basketball)– The Ashes (England & Australia Cricket)
1-10
International EventsInternational Events
• Appeal Transcends National Borders
• Large Media Presence
• Venue often Shifts Among Countries
• Examples– Ryder Cup Golf Tournament– World Cup of Rugby– The Commonwealth Games
1-11
Global EventsGlobal Events
• Broadcast to Global Audience– Significant Rights Fees Paid by Broadcasters
• National Pride often a Consideration
• Few Events in this Top Category
• Examples– Olympic Games– World Cup of Soccer
1-12
Participation SportsParticipation Sports
• Market the Idea of Participating– Play more Golf– Engage in More 10-Pin Bowling
• Market Venues– Build and Market a New Golf Course– Building Bowling Facilities in Casinos
1-14
Sporting Goods and ApparelSporting Goods and Apparel
• Equipment– Golf Clubs, Footballs, Exercise Equipment
• Clothing– Participation-Based: Softball Uniform– Fashion-Based: Logo Shirt
• Category Will be Expanded Later in Book
1-15
Why Teach Sports Marketing?Why Teach Sports Marketing?
• Huge Economic Impact
• Little Focus on Sports Industry in Curricula
• More Emphasis on the Bottom Line
1-16
Evolution: Sports MarketingEvolution: Sports Marketing
• Marketing of Sports Taught First
• Marketing Through Sports Added
• Leisure Emphasis Early
• Leisure and Business Focus Today
1-18
ComponentsComponents
• Direct Spending by Consumers– Tickets, Hotels, Restaurants, Gas, Rental
Cars, Wages Paid to Workers, Participation Fees (e.g. Ski Lift Tickets; Golf Greens Fees)
• The Multiplier Effect– Recognizes That Money Turns Over in the
Economy: (Typically between 1.3 and 3 Times)
1-20
One-Day EventsOne-Day Events
• Event may occur over one day, but impact may cover extended period of time
• NFL Super Bowl
• Indianapolis 500
• Championship Boxing Match
1-21
Multiday EventsMultiday Events
• Events encompass 2 or more days
• May be at single or multiple venues
• Olympics
• Masters Golf Tournament
• America’s Cup Yachting Regatta
• World Cup of Soccer
1-22
Participation Sport/Recreation Participation Sport/Recreation
• Local Resident Contributions– Golf fees, restaurant, activity-based shopping
• Vacation Expenditures
• Participation Fees– Tournament entry, rental equipment
1-23
Professional Team or ArenaProfessional Team or Arena
• Local Wages for Employees
• Tax Revenues
• Expenditures by Visitors
1-24
Aggregate Economic ImpactAggregate Economic Impact
• Gross Domestic Sports Product (GDSP)
• Total Spent on Sports-Related Goods and Services in a National Economy in 1 Year
• Difficult to Measure
– Estimate for USA in 2003 is approximately $220 Billion
1-25
Career OpportunitiesCareer Opportunities
• Internships– Variety of Positions– Often Unpaid– Establish Network of Associates - References
• Sales– Season Tickets, Group Tickets, Sponsorship– Suites, General Retail
1-26
Career OpportunitiesCareer Opportunities
• Marketing Research
• Hospitality
• Facilities Management
• Public Relations
• Agents
• Retail Store Operations
• Participation Center Management
1-27
Career OpportunitiesCareer Opportunities
• Sponsorship Purchasing– Making Good Decisions– Investment Decisions
• Sponsorship Evaluation– Postevent Measurement– Estimation of Return on Sponsorship
Investment
1-28
Career TrendsCareer Trends
• More Jobs
• More International Opportunities
• More Focus on Selling Through Sports
• More Emphasis on Business Aspects