Chapter Objectives

Define sports marketing.

Identify the different categories of sports.

Differentiate between amateur sports and professional sports.

Discuss the significance of international sports.

Explain the significance of women’s sports.

Vocabulary Sheet

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Sports Appeal and Marketing

The two major components of sports marketing are:

sports marketing all the marketing activities designed to satisfy the needs and wants of sports consumers

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The marketing of sports

Marketing through sports

Careers in Sports Marketing

Examples of jobs in sports marketing include:

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Scriptwriter

Producer

Ticket agent

Luxury-box sales representative

Food and merchandise sales representative

Group-ticket salesperson

Variety of Sports

Sports and sporting events can be classified into the following categories:

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Amateur

High school

College

Professional

Amateur Sports

High school, college, or any recreational player is considered an amateur athlete.

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amateur athlete a person who does not get paid to play a sport

Amateur sporting events attract a large number of fans, attention, and money.

High School Sports

The goal of the National Federation of State High Schools Association (NFHS) is to make sure that students benefit from a balanced educational and athletic experience.

In many communities, high school sports are a source of pride and part of tradition.

Regional influences affect the popularity of sports in the United States.

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College and University Sports

Sporting events at the college level are very popular and extremely competitive in all regions.

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NCAA a national organization that governs college athletics and oversees important decisions pertaining to athletics

The National Collegiate Athletic Association (NCAA) posts its guidelines and rules on its Web site at www.ncaa.org.

ACTIVITYAs we discussed earlier, the NCAA regulates college teams and athletes.

1. Visit www.ncaa.org

2. What are 3 rules for collage athletes?

3. When did the NCAA begin and why?

4. What is the NCAA clearinghouse?

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Professional Sports

The income of a professional athlete is paid for by his or her employer, who is the team or organization.

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professional athlete an athlete has the will and ability to earn an income from a particular sport

Professional athletes also have the opportunity to earn income from endorsements.

Other Categories of Sports

Other categories of sports include:

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Olympic Games

Athletes with disabilities

International sports

Women’s sports

Extreme sports

Olympic Sports

The first Olympic game was held in 776 B.C.

The Olympic Games grew and continued to be played every four years until they were abolished in 393 A.D.

The Olympic Games were revived in 1890.

The International Olympic Committee (IOC) plans the games and oversees issues and decisions.

The Amateur Rule was overturned in 1986.12

The Wide World of Paralympics

The Paralympic Games are Olympic-style games for athletes with disabilities.

In 1968, Eunice Kennedy Shriver organized the First International Special Olympic games.

Special Olympics currently serve one million people in more than 200 programs in more than 150 countries.

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International Sporting Events

Popular sports around the world include:

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Soccer (the World Cup)

Biking (the Tour de France)

Cricket

Rugby

Each of these sports provides entertainment to the sports consumer and new challenges to sports marketers.

Women’s Sports

On June 23, 1972, the enactment of Title IX, the Education Amendment, advanced girls’ participation in sports.

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Title IX a law that bans gender discrimination in schools that receive federal funds

Women’s amateur and professional sports organizations have taken substantial steps in involving women in sports.

Extreme Sports

Extreme sports are relatively new to sports-marketing efforts.

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extreme sports sports that involve nontraditional, daring methods of athletic competition

Corporations have begun to market products toward a new target market by promoting extreme sport drinks, clothing, and other merchandise.

Sports Categories

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Sports

Paralympics

Amateur

High School

College

Professional

Extreme

Recreational

Olympics

What are the four main categories of sports?

Which category is the most costly and marketed of all categories?

List three other categories besides professional and amateur sports that reflect the “wider” world of sports.

1.

2.

3.

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ACTIVITYFaces of Sports Marketing and NFL Promotional Research

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