Sports Meets MarketingMKT 3865

Dr. Don Roy

What is Sports Marketing?

Sports Marketing Defined

“The use of marketing strategies by sport products or entities for the purpose of satisfying the needs of the organization and its customers.”

Dimensions of Sports Marketing

1. Marketing of Sports- Marketing activities of leagues, teams, individuals, events, and sporting goods.

2. Marketing through Sports- Use of sports in a firm’s marketing strategy. Sponsorship is a prime example of a firm aligning itself with a sports property for commercial benefit.

Marketing through Sports: Pepsico

•10-year extension of NFL partnership through 2022

• Estimated $100 million per year in rights fees

•Another estimated $130 million per year marketing investment

1. _____ advantage

2. Positioning _____

3. _____-based relationships

Distinguishing Characteristics of Sports Marketing

The 5Ps of Sports Marketing

UNDERSTANDING Customers

POSITIONING

SATISFYINGCustomers

PROFITS

SERVINGCustomers

PEOPLE

RESPONDINGto Customers

PLATFORM

ENGAGINGCustomers

PROMOTION

Applying the 5Ps

Conduct fan satisfaction survey

Train foodservice staff on customer service techniques

Experiment with different ticket pricing tactics

Identify new product licensing opportunities

Use social media to deliver information on new products

Explore new uses for a facility during off days and off season

For each marketing task, identify which of the 5Ps of sportsMarketing it best relates:

Monopoly Era (1900-1950)

Television Era (1950-1990)

Highlight Era (1990-2010)

Experience Era (2010-TODAY)

Evolution of Sports Marketing

Monopoly Era

Television Era

Highlight Era

Experience Era

Course Themes

1. The Affinity Advantage

2. The Positioning Challenge

3. It’s the Experience, Stupid!