Team Sports Marketing

Team Sports MarketingIdentification, Passion, and Consumption

TeamSportsMarketing.com

HaikuWrite a haiku expressing your

feelings about a (a) sport in which you have enduring involvement , or (b) team/player with whom you highly identify, or (c) both.

5-7-5 syllable patternPost yours to Facebook Haiku group:

http://www.facebook.com/home.php?#!/group.php?gid=54569668575




Identification When you react to events that occur

to the team or player as if the events happened to you. You internalize or adopt the team or player’s

attitudes and behaviors as your own. You feel good when the team wins and bad

when the team loses. You believe that the team is a representation of

who you are to yourself and to others. You practically feel as though you are part of

the team.


Passion The degree to which you devote your heart, soul,

mind, and time to the object of the passion. Heart: You freely admit that you love the team and the

player. Mind: The team and player’s performance is frequently on

your mind—that is, you devote free time to thinking about how they are doing (e.g., analyzing why they are currently playing well or are in a slump).

Time: You prioritize your time so that you can follow the team (attending, watching on TV, listening on the radio, checking the team website, reading the newspaper, receiving team emails, etc.).

Soul: The team and its players are deep down into your soul; they are a part of who you are.


Fan Identification Model


Increasing Enduring InvolvementMethod Which of these do you wish your favorite team did?Increase opportunities for sports participation

Sponsor local sports teams and leagues Offer sports clinics staffed by coaches and players

Provide information on rules of the game

Feature something like what the ESPN/NHL’s “NHL Rules” on websites On broadcast and live games, show “You make the call!” programming

that illustrates rules. Announce the availability of printed rules of the game at stadium

information centers or from section attendants.

Provide complete game and player information

Handout halftime stats in the stands Install scoreboards that post real time games stats Introduce players with personal information Feature in-depth player information in freely accessible formats (read:

not only in expensive programs)

Facilitate media exchange Give ready access to players & management for reporters Arrange player/coach appearances in non-sports settings


Influencing Perceived PerformanceIf you wanted to improve fans’

perceptions of the performance of your university’s football team, what would you do?

Influencing Perceived PerformanceFocus onIndividual playersProgressIsolated successesChanging the reference point

Fans are satisfied when expectations are met and dissatisfied when expectations are not met.


AttractivenessSince good-is-

familiar and familiar-is-good, what should teams do to increase attractiveness?


Improving Social Acceptance

Select a local team. How are they employing these tactics?Proactively involving fans to give input to management and the team (e.g., publicizing the fact that you can email the team owner at [email protected]).Researching fans to determine fan satisfaction and what aspects of the event they would change.Encouraging or requiring players to move residences to community.Publicizing efforts to reach diversified customer base (e.g., NBA teams offer Value Tickets to reach economically-challenged fans).Acquiring or attracting players with local connections.Initiating and maintaining public service activities involving players and management.Developing marketing campaigns, announcements, and other communications that include emphases that this is “your team” or “your event.”

mailto:[email protected]


DistinctivenessWhat could the university do to make the

game experience, team events, and broadcasts truly distinctive?

Chapter 2: Consequences of fan identification & passionSo what?


Fan Passion

Aside from sports, can you think of any other product or service categories where customers have as much passion?

Nothing to

wear

http://www.youtube.com/watch?v=1hfhSX2n5Lw


Consumer SurplusHow can the

Dallas Cowboys

charge as much for season

tickets as many

people pay for a house mortgage?

http://www.dallascowboys.com/tickets/newstadiumFoundersPricingWeb.cfm

http://www.dallascowboys.com/tickets/newstadiumFoundersPricingWeb.cfm


Meeting1. Promotions 2. Community

Events3. Fan Clubs

How could your school partner with a sponsor to bring fans together to events or to the game?


Popular Bobblehead…


BIRGing & AttributionsIn small groups, tell of a

time when you experienced or demonstrated:

Basking in reflected glory (BIRG)

Enhanced self-esteem Cutting off reflected

failure (CORF) Word-of-mouth

communications In-group and out-group

bias Distressed fan


Emotional Enhancement

Where are you right now on the circumplex of emotions?

What teams have you seen that do a great job of building excitement at the game?


Spontaneous Behaviors

Why do you think some people feel

compelled to blast the officials?

What can teams do to curb the

enthusiasm of dysfunctional fans?

Your mom

Team Sports Marketing

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