MondayCh. 2 structured notesGroup “activity”/discussionSome people have work that needs to be made up!Internet Activity

Marketing College & Amateur Sports

Chapter 2

Effects of Collegiate Sports

Economic Implications for school, community, region, & stateHotel rooms, restaurants, gas stations,

shopping malls.Media attention helps the college community

benefit.Newspapers, magazines, & local sportscast

focus on team and the entire community benefits.

Strong Public Image*Reminder: Promotion provides the means of communication to inform, persuade, or remind people about college athletics*

Schedule cards throughout city

Posters build enthusiasm

Promotional materials, information guides

Websites

Rules & RankingsNational Collegiate Athletic Association (NCAA)—governing body of most college and university athletic programsCreates and enforces guidelines and rules

that schools must follow in order to remain in good standing

Guidelines areas include: recruitment, gender equity, scholarships,

gambling prohibitions, and many ethical issues

College Team Rankings

Based on past team performance, talent, team schedules, & personal preference

First rankings occur before the season starts

Why so much emphasis on rankings?

1. Builds excitement & strong attendance at games—creating fan loyalty & national respect

2. Influence major t.v. networks to schedule games

More revenue for the team & university

3. Fewer steps to #1 spot

4. Bowl games—national championship game earns $$$

#1 Has Lingering Effects

Favorable national recognition

Increased potential for recruitment

Retailers carry the nat’l champion’s sportswear & memorabilia

Also—being the official sportswear manufacturer for a consistent winner is good advertising.

TIME OUT

Each team in the 1998-99 Rose, Sugar, Orange, & Fiesta Bowls earned an average of $12.5 million

Other bowls paid from $700,000 to $3.6 million to each participating team.

MARKET SEGMENTATION

Market segment—a group of individuals within a larger market that share one or more characteristics.

Example—many like basketball, but a smaller group specifically enjoys University of Kentucky b-ball.So, magazine covers featuring the Wildcats

will sell more than one featuring the Brigham Young University Cougars

TIME OUT

The University of Kentucky Wildcats men’s basketball team brought $3.3 million in fan spending for business in downtown Lexington, Kentucky in 1996-1997

5 Elements of Market Segmentation

1. Geographic Segmentation—dividing markets into physical locations (eastern, northern, southern, & western)

2. Demographic—info that can be measured (income, gender, & education)

3. Psychographics—Lifestyle choices and attitudes (can’t be measured)

Will you attend the game on a holy day or your faith?

4. Product usage—what products you use, how often, and why.

Use this to encourage you to try new, similar products.

5. Benefits derived—value people believe they receive from the product or service.

Enjoyment from a good game; team logo shirt vs. a identical shirt w/o the logo

Assignment

Give a college sports example relating to each element of market segmentation

How?Pick a college team (other than the Huskers) Identify an example from each market

segmentationGeographic, Demographic, Psychographics, Product

usage, Benefits Derived

Example: Husker Football

Geographic: Nebraska (maybe some South Dakota??)Demographic: All ages, both genders, all levels of income & educationPsychographics: People avoid having weddings on Husker game daysProduct Usage—Val’s pizzaBenefits derived—tons of Husker apparel; memorabilia; game day T-shirts; $2.00 per balloon??

Internet Activity

Work with a partner

List five strong college football or basketball programs.

Use the Internet to find out how many fans the stadium or arena holds for each of these schools & ticket prices.

How much revenue would be generated from ticket sales for a sold-old game?

Women’s College Sports

NCAA focused attention in 1980

1981 19 nat’l championship events were added to the women’s programs

Attendance has steadily grown—networks run more games.

TIME OUT

Average home-game attendance at the University of Tennessee women’s basketball games increased from 2,725 in 1978-79 to 10,500 in 1996-97

Marketing Opportunities in Women’s Sports

A new target market is opening up

Women now want soccer shoes, basketballs, golf clubs, bats, & racing bikes.

Review Questions

Market Segmentationa. Involves looking at the entire marketplace

as one

b. Involves dividing the marketplace into smaller interest groups

c. Usually decreases total sale

d. Is no longer used by successful marketing strategist

Review Questions

Market Segmentationa. Involves looking at the entire marketplace

as one

b. Involves dividing the marketplace into smaller interest groups

c. Usually decreases total sale

d. Is no longer used by successful marketing strategist

Taking your little brother out for his birthday instead of going to a game with friends is an example of:

a. Demographic segmentation

b. Benefits derived segmentation

c. Psychographics segmentation

d. Product usage segmentation

Taking your little brother out for his birthday instead of going to a game with friends is an example of:

a. Demographic segmentation

b. Benefits derived segmentation

c. Psychographics segmentation

d. Product usage segmentation

Technology

Use the Internet to find the latest rankings for a college sport

Choose one of the teams in the Top Five.

Search again to find the history behind the success of that team.

List the most recent steps to the team’s success.

Research

Conduct research on schools that have been placed on NCAA athletic probation.

List the reasons for the probation and the effects of the probation on the team’s success