Introduction to Sports Introduction to Sports MarketingMarketing

M2N820576M2N820576FormatFormat LecturesLectures WorkshopsWorkshops SeminarSeminar ReadingsReadings BlogBlog WebsitesWebsites

How you should use this moduleHow you should use this module

AssessmentAssessment

Presentation – group – week 8Presentation – group – week 8

ThemesThemes

Individual essay – week 12/13Individual essay – week 12/13

ThemesThemes

ExpectationsExpectations

READING ARTICLES AND CHAPTERSREADING ARTICLES AND CHAPTERS

Most of the material is available on the blog and is Most of the material is available on the blog and is user friendly for studentsuser friendly for students

You are expected to prepare for seminars by You are expected to prepare for seminars by reading articles highlighted and come prepared. reading articles highlighted and come prepared.

LECTURES / SEMINARS / WORKSHOPSLECTURES / SEMINARS / WORKSHOPS

By now, we expect student engagement and By now, we expect student engagement and involvement. Articulating your ideas and views is involvement. Articulating your ideas and views is a very desirable skill.a very desirable skill.

Sports MarketingSports Marketing

................is the specific application of marketing principles is the specific application of marketing principles and processes to sports products and to the marketing and processes to sports products and to the marketing of non sports through association with sport. of non sports through association with sport. Shank Shank (2009) (2009)

Sport as entertainment – sport takes us away from our Sport as entertainment – sport takes us away from our daily routine and gives us pleasure - daily routine and gives us pleasure - Beech and Beech and Chadwick Chadwick (2007)(2007)

Engaging / diverting –WE ARE BEING ENTERTAINEDEngaging / diverting –WE ARE BEING ENTERTAINED

Marketing Orientation Marketing Orientation – organisations concentrate on – organisations concentrate on understanding the consumer and providing a sports understanding the consumer and providing a sports product that meets needs whilst delivering objectivesproduct that meets needs whilst delivering objectives

GrowthGrowth

Sport has become one of the most Sport has become one of the most important and universal institutions in our important and universal institutions in our society. society.

Estimated to generate over £300 billion per Estimated to generate over £300 billion per year –based upon all central and diverse year –based upon all central and diverse areas (gambling, advertising, sponsorship, areas (gambling, advertising, sponsorship, etc)etc)

SPORT IS EVERYWHERESPORT IS EVERYWHERE

The industryThe industry

Attendance – NFL in 2006 = over 22 millionsAttendance – NFL in 2006 = over 22 millions fansfans

Media coverage – 2008 Olympics more than 4 Media coverage – 2008 Olympics more than 4 billion viewers in 220 countries watched an billion viewers in 220 countries watched an average of 12 hours coverageaverage of 12 hours coverage

Employment – The UK employs 500,000 people Employment – The UK employs 500,000 people in their £4 billion a year sports industryin their £4 billion a year sports industry

Global markets – Growing and especially within Global markets – Growing and especially within untraditional market locations untraditional market locations

Global marketsGlobal markets

Consumer.......Consumer.......

As spectatorAs spectator As participantAs participant Sponsor as consumerSponsor as consumer

Global marketsGlobal markets

The sports productThe sports product

-Goods and events (athletes; arena)-Goods and events (athletes; arena)

-Sporting events-Sporting events

- merchandise- merchandise

- Collectibles & memorabilia- Collectibles & memorabilia

- Personal training for sports- Personal training for sports

- Fitness centres / health services- Fitness centres / health services

- Sports camps- Sports camps

Global marketsGlobal markets

Sanctioning bodiesSanctioning bodies SponsorsSponsors MediaMedia AgentsAgents

Sports equipmentSports equipment

SummarySummary

Employment growthEmployment growth Argued that for success, marketing Argued that for success, marketing

is simply essential and centralis simply essential and central Sport is one of the worlds greatest Sport is one of the worlds greatest

commoditiescommodities Marketing takes different formsMarketing takes different forms Global v local attractionGlobal v local attraction Consumers or buyers are king….Consumers or buyers are king….