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Transcript of © SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 1 CHAPTER 2 CHAPTER 2...
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CHAPTER 2 SLIDE 1 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
CHAPTERCHAPTER 22Marketing Basics
2.12.1 Marketing College Athletics
2.22.2 Economic Impact of College Athletics
2.32.3 Amateur Sports
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CHAPTER 2 SLIDE 2 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETINGLESSON 2.1LESSON 2.1
Marketing College Athletics
GOALSGOALSExplain the importance of the NCAA
and team rankings to college sports.Define market segmentation.Discuss the growing market
surrounding women’s college athletics.
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CHAPTER 2 SLIDE 3 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Effects of Collegiate Sports
A winning team has economic implications for school, community, region, and state
Fan expectationPromotion of organization’s goods and
services
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CHAPTER 2 SLIDE 4 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Rules and Rankings
National Collegiate Athletic Association (NCAA)—the governing body of most college and university athletic programs
Creates and enforces guidelines and rules
NCAA Corporate Partners
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CHAPTER 2 SLIDE 5 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
College Team Rankings
Why so much emphasis?#1 has lingering effects
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CHAPTER 2 SLIDE 6 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Market Segmentation
Market segment—a group of individuals within a larger market that share one or more characteristics
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CHAPTER 2 SLIDE 7 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Five Elements of Market Segmentation
Geographic segmentationDemographic segmentationPsychographicsProduct usageBenefits derived
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CHAPTER 2 SLIDE 8 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Women’s College Sports
NCAAWomen’s Enhancement ProgramIncreased fan supportMarketing opportunities in women’s
sports
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CHAPTER 2 SLIDE 9 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETINGLESSON 2.2LESSON 2.2
Economic Impact of College Athletics
GOALSGOALSUnderstand the benefits of college
sports to the home community.Identify benefits of sponsorship and
licensing to a team.Explain the reasons for realignment of
college conferences.
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CHAPTER 2 SLIDE 10 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Benefits to the Community
Good for town businessHotelsRestaurantsRetailers
Good for stadium businessFood/restaurantsGift shops
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CHAPTER 2 SLIDE 11 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Sponsorships and Licensing
SponsorshipsGenerating revenueName-brand apparelCreate goodwill
LicensingLicense—the legal right to reproduce a
team’s logo in exchange for paymentProtect the use of the name and symbolsIdentify and associate logos
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CHAPTER 2 SLIDE 12 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Conference Realignment
Conference—a group of college athletic teams within the same region
Increase revenuesCreate new rivalriesPlayoff games generate additional
revenue
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CHAPTER 2 SLIDE 13 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
LESSON 2.3LESSON 2.3
Amateur Sports
GOALSGOALSDiscuss marketing and sponsoring of
amateur sports.Understand the economic benefits of
amateur sports.
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CHAPTER 2 SLIDE 14 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Popularity of Amateur Sports
Amateur athlete—someone who does not get paid but plays for enjoyment, challenge, or both
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CHAPTER 2 SLIDE 15 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Marketing and Sponsoring Amateur Sports
Provides significant income for manufacturers
Minivan and sport utility vehicleRetro sports jerseys
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CHAPTER 2 SLIDE 16 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Local Promotion of Amateur Sports
Fund-raising charity eventsHigh school athletic teams
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CHAPTER 2 SLIDE 17 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
National Promotion of Amateur Sports
Promotion used to elevate the attention of consumers
Lance Armstrong and Subaru
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CHAPTER 2 SLIDE 18 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Economic Benefits
Minnesota’s exampleMinnesota Amateur Sports CommissionCreate economic development through
amateur sportsCreate maximum opportunity for sport
participationEstablish Minnesota as a national model for
the Olympic and amateur sport movement
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CHAPTER 2 SLIDE 19 © SOUTH-WESTERN/THOMSON
SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING
Economic Benefits of Specific Sports
Ice skatingSoccerBasketballBaseball and softball