Sports & Entertainment Marketing

Sports & Entertainment Marketing

Mr. Bernstein

College and Amateur Athleticspp 28-49

February 25, 2013

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Sports & Entertainment MarketingMr. Bernstein

Effects of Collegiate Sports: The NumbersRutgers funneled $28mm of budget money into sportsSports programs cost more than they earned in 48 of 54

large state schools studied by Bloomberg in 2012Football is often a money generatorRutgers’ move into the Big Ten will generate more TV

revenue…but also more costs?Licensing and ticket revenue are correlated with winning

teams, creating an “arms race”

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Effects of Collegiate Sports: Why do universities build programs?Rutgers athletics are <1% of overall budgetThe school believes their investment pays hidden

dividends through positive branding, and increased exposure and visibility for both the university and the State of New Jersey

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Effects of Collegiate Sports: Why do universities build programs?College communities benefit from athleticsSmall businesses thrive on game day

Major reason Penn State football did not receive the “death penalty” – it would have been a heavy penalty for innocent business persons in the local community

Increases travel to the communityPositive media attention

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Market segmentationWhich do you think is most important in developing

segments for marketing of college sports products?• Geographics• Demographics• Psychographics

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Market segmentationNew market segments can grow

Women’s sportsNew sports – Soccer in the 80s, Lacrosse currently

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SponsorshipsStadium naming can bring in large revenuesExamples?Shoe and uniform manufacturers may pay to become

exclusive providersExamples?Licensing is the legal right to reproduce a team’s logo on

clothes or other itemsExamples?

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Amateur SportsRunning, softball, basketball, golf, bowling, and

many othersCan be children or adult levelsSignificant business providing equipment, lessons,

travelExamples?

Sports & Entertainment Marketing

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