Chapter 03
-
Upload
brad-mccullough -
Category
Sports
-
view
815 -
download
0
description
Transcript of Chapter 03
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 1
CHAPTERCHAPTER 33Professional Sports
3.13.1 Big League Sports
3.23.2 Attracting a Professional Team
3.33.3 Agents, Managers, and Ethics
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 2
LESSON 3.1LESSON 3.1
Big League Sports
GOALSGOALSDiscuss the financial impact of
professional sports.Identify the perks associated with big
league sports.
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 3
Financial Impact
Big league pricing and planningFinancial planning for a sports teamBringing all the resources together
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 4
Big League Pricing and Planning
Professional athletes contractsCorporate sponsorshipsTelevision revenue
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 5
Financial Planning for a Sports Team
Financial viability for the home cityIncreased spending by fansIncreased tax revenues
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 6
Bringing All the Resources Together
Media supportMarketingCharitable and other organizations
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 7
Prestige, Power, Profitability
Perks and payoffsPolitical cloutProfessional teams and the communitySociological ties to a professional teamThe bottom line
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 8
Perks and Payoffs
Perk—a payoff or profit received in addition to a regular wage or payment
Company employees receive ticketsMedia exposure for owners
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 9
Political Clout
Franchise owners bring millions of dollars in business activity to a city
Frequently associated with wealth
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 10
Professional Teams and the Community
Teams bring new jobs to a cityBoost for surrounding businessesCommunity service
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 11
Sociological Ties to a Professional Team
City’s “image enhancement”Residents feel prideWholesome family entertainment
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 12
The Bottom Line
Winning is everything in sportsSpecial contract incentives for winning
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 13
LESSON 3.2LESSON 3.2
Attracting a Professional Team
GOALSGOALSDescribe the distribution process for a
professional sports team.Explain the process for financing a
professional sports team.
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 14
Getting in the Ballgame
Distributing the gameHow distribution is decided
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 15
Distributing the Game
Individual teams are separately operated businesses
Cartel—a combination of independent businesses formed to regulate production, pricing, and marketing of a product
The league controls the distribution of the teams
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 16
How Distribution Is Decided
Region with a large potential customer base
Subsidies for the teamOwner must have financingStadium to attract fans
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 17
Attracting a Sports Team
It takes moneyAnd more moneyCashing inAnother option
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 18
LESSON 3.3LESSON 3.3
Agents, Managers, and Ethics
GOALSGOALSUnderstand the role of agents in
marketing.Explain ways that professional sports
organizations and their sponsors develop an athlete’s character.
Assess the impact of ethical behavior on an athlete’s promotional value.
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 19
Show Me the Money
Agent—the legal representative of a celebrity
Athletes won the right to become free agents
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 20
Polishing the Marketing Value
Professional athletes ultimately responsible for their own behavior
National Basketball Association rookie training program
Illegal behavior may hurt ability to attract sponsors
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 21
Handlers
Handlers—sponsor-paid individuals who work closely with athletes who are unable or unwilling to police themselves
For athletes to remain valuable to sponsors, they must behave
Neither can afford negative publicity
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 22
Advisors
Financial and business counselorsAdvisors keep the athlete and sponsor
together for the benefit of both
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 23
Do Ethics Count?
Ethics—a system of deciding what is right or wrong in a reasoned and impartial manner
© SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTER 3 SLIDE 24
Ethics and Character Matter
Lack of mature adult role modelsFrequent news accounts of unethical
behavior by politicians, sports and entertainment figures, and religious leaders
Can result in publicity that interferes with a marketing plan