CHAPTER 2 Marketing Basics 2.1 Marketing College Athletics 2.2 Economic Impact of College Athletics 2.3 Amateur Sports CHAPTER 2 SLIDE

LESSON 2.1 Marketing College Athletics GOALS Explain the importance of the NCAA and team rankings to college sports. Define market segmentation. Discuss the growing market surrounding women’s college athletics. CHAPTER 2 SLIDE

GOALS

Explain the importance of the NCAA and team rankings to college sports.

Define market segmentation.

Discuss the growing market surrounding women’s college athletics.

Effects of Collegiate Sports A winning team has economic implications for school, community, region, and state Fan expectation Promotion of organization’s goods and services CHAPTER 2 SLIDE

A winning team has economic implications for school, community, region, and state

Fan expectation

Promotion of organization’s goods and services

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 CHAPTER 2 SLIDE

National Collegiate Athletic Association (NCAA) —the governing body of most college and university athletic programs

Creates and enforces guidelines and rules

NCAA Corporate Partners

College Team Rankings Why so much emphasis? #1 has lingering effects CHAPTER 2 SLIDE

Why so much emphasis?

#1 has lingering effects

Market Segmentation Market segment —a group of individuals within a larger market that share one or more characteristics CHAPTER 2 SLIDE

Market segment —a group of individuals within a larger market that share one or more characteristics

Five Elements of Market Segmentation Geographic segmentation Demographic segmentation Psychographics Product usage Benefits derived CHAPTER 2 SLIDE

Geographic segmentation

Demographic segmentation

Psychographics

Product usage

Benefits derived

Women’s College Sports NCAA Women’s Enhancement Program Increased fan support Marketing opportunities in women’s sports CHAPTER 2 SLIDE

NCAA

Women’s Enhancement Program

Increased fan support

Marketing opportunities in women’s sports

LESSON 2.2 Economic Impact of College Athletics GOALS Understand 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. CHAPTER 2 SLIDE

GOALS

Understand 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.

Benefits to the Community Good for town business Hotels Restaurants Retailers Good for stadium business Food/restaurants Gift shops CHAPTER 2 SLIDE

Good for town business

Hotels

Restaurants

Retailers

Good for stadium business

Food/restaurants

Gift shops

Sponsorships and Licensing Sponsorships Generating revenue Name-brand apparel Create goodwill Licensing License —the legal right to reproduce a team’s logo in exchange for payment Protect the use of the name and symbols Identify and associate logos CHAPTER 2 SLIDE

Sponsorships

Generating revenue

Name-brand apparel

Create goodwill

Licensing

License —the legal right to reproduce a team’s logo in exchange for payment

Protect the use of the name and symbols

Identify and associate logos

Example The 2001-02 net licensing royalties for the University of North Carolina were 3.58 million Licensed items: clothing, posters, sunglasses, video games, software, rugs, and photographs. CHAPTER 2 SLIDE

The 2001-02 net licensing royalties for the University of North Carolina were 3.58 million

Licensed items: clothing, posters, sunglasses, video games, software, rugs, and photographs.

Conference Realignment Conference —a group of college athletic teams within the same region Increase revenues Create new rivalries Playoff games generate additional revenue CHAPTER 2 SLIDE

Conference —a group of college athletic teams within the same region

Increase revenues

Create new rivalries

Playoff games generate additional revenue

Example Big 12 Conference Teams: Kansas state, Nebraska, Missouri, Colorado, Kansas, Iowa State, Texas A&M, Texas, Texas Tech, Oklahoma, Oklahoma State, and Baylor CHAPTER 2 SLIDE

Big 12 Conference

Teams:

Kansas state, Nebraska, Missouri, Colorado, Kansas, Iowa State, Texas A&M, Texas, Texas Tech, Oklahoma, Oklahoma State, and Baylor

LESSON 2.3 Amateur Sports GOALS Discuss marketing and sponsoring of amateur sports. Understand the economic benefits of amateur sports. CHAPTER 2 SLIDE

GOALS

Discuss marketing and sponsoring of amateur sports.

Understand the economic benefits of amateur sports.

Popularity of Amateur Sports Amateur athlete —someone who does not get paid but plays for enjoyment, challenge, or both CHAPTER 2 SLIDE

Amateur athlete —someone who does not get paid but plays for enjoyment, challenge, or both

Marketing and Sponsoring Amateur Sports Provides significant income for manufacturers- companies are glad to take your money Minivan and sport utility vehicle Retro sports jerseys- $250-$450 some jerseys CHAPTER 2 SLIDE

Provides significant income for manufacturers- companies are glad to take your money

Minivan and sport utility vehicle

Retro sports jerseys- $250-$450 some jerseys

Local Promotion of Amateur Sports Fund-raising charity events- object is to get people excited about the event, so they will donate money (car washes) High school athletic teams- big part of weekend life (football games) generate revenue CHAPTER 2 SLIDE

Fund-raising charity events- object is to get people excited about the event, so they will donate money (car washes)

High school athletic teams- big part of weekend life (football games) generate revenue

National Promotion of Amateur Sports Promotion used to elevate the attention of consumers- tv shows, movies, athletes, media stars Lance Armstrong and Subaru & Dicks Sporting Goods, Nike etc … CHAPTER 2 SLIDE

Promotion used to elevate the attention of consumers- tv shows, movies, athletes, media stars

Lance Armstrong and Subaru & Dicks Sporting Goods, Nike etc …

Economic Benefits Minnesota’s example Minnesota Amateur Sports Commission 1.Create economic development through amateur sports 2.Create maximum opportunity for sport participation 3.Establish Minnesota as a national model for the Olympic and amateur sport movement CHAPTER 2 SLIDE

Minnesota’s example

Minnesota Amateur Sports Commission

1.Create economic development through amateur sports

2.Create maximum opportunity for sport participation

3.Establish Minnesota as a national model for the Olympic and amateur sport movement

Economic Benefits of Specific Sports Ice skating- shopping malls in warm weather cities Soccer- success of the US Men’s and Women’s national teams (not as popular in US as Europe) Basketball- pickup games, AAU, Rec. leagues Baseball and softball- national tournaments, small town tournaments, local leagues CHAPTER 2 SLIDE

Ice skating- shopping malls in warm weather cities

Soccer- success of the US Men’s and Women’s national teams (not as popular in US as Europe)

Basketball- pickup games, AAU, Rec. leagues

Baseball and softball- national tournaments, small town tournaments, local leagues