A Strategic Perspective on
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Transcript of A Strategic Perspective on
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A Strategic Perspective on
Sports Marketing
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Objectives
Define Sports Marketing Examine Growth Types of Sports Consumers Types of Sports Products Elements of Strategic Marketing Process
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What is Sports Marketing???
Brenda is a “pool player” Angela is a “league coordinator” Peter is an “event coordinator” Larry is “treasurer of the VNEA” Jessica is “the manufacturer of Falcon Cues” Jim is “the Canadian distributor of pool
tables”
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Defining Sports Marketing
Sports marketing is the specific application of marketing principles and processes to sport products and to the marketing of non-sports products through association with sport.
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Association
Brenda – is trying to secure sponsorship Angela – is recruiting players Peter – is trying to find the best venue for
tournaments Larry – is the sanctioning body of the league Jessica – wants the pool players to use her pool
cues Jim – Wants to sell pool tables to pool players,
league operators and event coordinators.
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Webster’s defines sport as:
“a source of diversion or a physical activity engaged in for pleasure.”
Entertainment – is also defined as something diverting or engaging!
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Comparison
EntertainmentMoviesPlays
TheaterOpera
ConcertsPlay = Script
Concert = Program
Sports
SpontaneousAnd
Uncontrollable
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Determining Emotions
Game is close and team winsExcitement and Joy
Game is boring and team is losesEntertainment benefit is different
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A Marketing Orientation
Emphasis on satisfying the consumer
1. Intelligence generation2. Intelligence dissemination3. Responsiveness
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Growth of the Sports Industry
The Sports Industry is the eleventh largest of all U.S. industry groups. 152 Billion (1995)
1. Growth in Attendance2. Growth in Media Coverage3. Growth in Employment4. Growth in Global Markets
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Structure of the Sports Industry
Learn by studying the different types of organizations and their involvement.
Local, Recreational, National, Youth, Intercollegiate, Professional and Sanctioning Bodies.
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Simplified Model of Consumer-Supplier Relationships
Consumers Spectators – observe (in person or media)
-buy single tickets or season tickets Corporate/Business – blocks of tickets, corporate
box, Bring spectators to event Purchase rights to televise – controls how and
when the event will be viewed by spectators
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Simplified Model of Consumer-Supplier Relationships
The Participant as Consumers Becomes active in sport at a variety of
competitive levels.1. Unorganized Sport Participants Not sanctioned or controlled by external
authority.
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Simplified Model of Consumer-Supplier Relationships
The Participant as Consumers2. Organized Sport Participants Amateur – no compensations Professional - compensation
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Simplified Model of Consumer-Supplier Relationships
The Sponsors as ConsumersSports Sponsorship
An exchange of money or product for the right to associate its name or product with a sporting event
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Simplified Model of Consumer-Supplier Relationships
The Sponsors as ConsumersSports Sponsorship
Helps achieve Corporate Objectives. Public awareness Corporate image Community involvement
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Simplified Model of Consumer-Supplier Relationships
The Sponsors as ConsumersSports Sponsorship
Helps achieve Marketing Objectives. Reach target market Brand positioning Increase Sales
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Simplified Model of Consumer-Supplier Relationships
The Sponsors as Consumers Sports Sponsorship
Helps achieve Media Objectives. Generate awareness Enhance ad campaign Generate Publicity
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Simplified Model of Consumer-Supplier Relationships
Products Events Sporting Goods Personal training for sport Sport Information
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Simplified Model of Consumer-Supplier Relationships
The Sports ProductIs a good or service, or any combination
of the two that is designed to provide benefits to a sports spectator, participant or sponsor.
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Simplified Model of Consumer-Supplier Relationships
Goods/ServiceGoods = Tangible/physicalTennis ball, skates, etc.Service = Intangible/non-physical Competitive event, lesson
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Simplified Model of Consumer-Supplier Relationships
Types of Sports Products1. Sporting Events2. Athletes3. ArenaSporting Goods1. Equipment2. Licensed Merchandise3. Collectables and Memorabilia
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Simplified Model of Consumer-Supplier Relationships
Producers/Intermediaries Ownership Sanctioning bodies Sponsors Media Agents Equipment manufacturers
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Simplified Model of Consumer-Supplier Relationships
Agent Responsibilities Determine value of the player’s service Convince a club to pay for the player Develop a compensation package Protect players rights Counsel the player re- career and financial Assist player to earn extra income, endorsements
speeches and appearances
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Sports Marketing Exchange Process
Multiple exchanges occur Something of Value
MoneyTime
Personal EnergyEntertainment
Better quality of life Enhanced Image
Exchange PlayersSports Spectators
Sports ParticipantsOrganizations
Sporting events Sporting good manufacturers
Teams