01standard_ppt_new.ppt

Standard One Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports
Sports Marketing
Standard 1.1
Discover the World of Sports
Marketing

Standard One
Students will discover the world of
sports marketing and the use of
marketing to promote sports and non-
sports businesses in sports.

Standard One Projects
 Fantasy Team Organization
 Team Player Draft
 Team City/Region Research
 CITY/REGION
 Team Name Research
 TEAM COLOR
 Team Poster– Pennant
 Find Examples of Mktg OF Sport
 Find Examples of Mktg THRU
Sport

The Foundation of Marketing
1. Product or Service Planning
2. Pricing
3. Promotion
4. Distribution (Place)
 The FOUR P’s OF MARKETING
5. --- People --- Often Considered
the Fifth P

Producers
1. Individuals or Companies which have
products to be sold.
2. They provide the “supply.”
3. They are willing to exchange the
product or service for something of
value.

Consumers
1. Individuals or Companies which
have needs to be met and which
have something to exchange.
2. They create a “Demand.”
3. They have something to
exchange for a product or service
and are willing to do so.

Products
Good or Service
Goods are Tangible
o Example: Football, Jersey, or Hammer
Services are In-tangible
o Example: Game, Transportation, or Hair cut

Standard One
Scavenger Hunt Activity
Item Location Sport/Non Sport
Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Exchanges
1. Everyday transactions between
producers and consumers
2. Typically trading money for a
product or service

Benefits of Marketing
1. Add UTILITY to goods and services
2. Makes buying convenient
3. Maintains reasonable prices
4. Provides a variety of goods and
services
5. Increases production

5 Utilities
1. Form utility – changing raw
materials or assembling parts
2. Place utility – having a product
where customers can buy it.
3. Time utility – having the product
available at a certain time of year
or time of day.

5 Utilities
4. Possession utility – making legal
ownership through purchase
options easier.
5. Information utility – information
to customers about product’s
features and benefits.
(Ingredients, uses, safety
precautions)

Benefits
Privileges, or monetary payments
beyond salary or wages, that go
with a job.
oExamples: a company car, and
expense account, bonuses.

What is Marketed?
1. DURABLE GOODS
1. Three years or longer
2. NONDURABLE GOODS
1. Cannot be re-used
3. SERVICES
1. Cannot be stored
4. IDEAS
1. Can be sold and turned into
a business

What is Marketed Cont.?
1. PEOPLE
2. PLACES
3. ORGANIZATIONS

1 2 3 4
5 6 7 8
9 10 11 12
13 14 15 16

Sports Consumers
1. Consumers exchange money for a
“wanted” good or service.
2. Sports Consumers exchange in
different ways:
1. Spectators as Consumers
• Benefit by watching game
• Exchange for tickets and entertainment
2. Participants as Consumers
• Benefit by playing or participating
• Exchange for equip. & participation

Sports Producers
Sports Producers May Provide:
oEvents for Participation
oEvents for Entertainment Viewing
oSporting Goods and Equipment
oLicensed Merchandise
oCollectables and Memorabilia
oAthlete Training
oSports Information
oEvent Coverage and Distribution

Sports Marketing
Marketing OF Sports

Sports Marketing
Marketing THRU Sports

Sports Marketing
Standard 1.2
Marketing Of & Through Sports

What IS Sports Marketing
1. Sports: a source of diversion
engaged in for pleasure
2. Sports Marketing is the
application of marketing
principles to
sports properties and to
non-sports products using sports.
 Simply:
1. Sports Marketing is the Marketing of Sports
2. Sports Marketing is Marketing Through Sports

1. Applying marketing Principles to the
marketing of a “Sports Property”
2. Sports Properties:
1) League 5) Team
2) Athlete 6) Stadium 9) Arena
3) Program 7) Event 10) Meet
4) Competition 8) Contest
Marketing OF Sports

“Playas” In Mktg OF Sports
1. Teams
2. Leagues
3. Venues
4. Athletes
5. Agents - market talent and determines an
athlete’s worth in a market
6. Intermediaries - Organization that markets
an event
WHAT IS THEIR JOB?

Marketing OF SPORTS
Examples:

Marketing THROUGH Sports
Marketing of Non-Sports products or
services using sports as a media
Using a team or event for marketing

Marketing THRU SPORTS
Examples:

What is Marketed at Sports
Events?
1. Sponsor products
or services
2. Traded products
or services
3. Public Service
Announcements
(Ideas)
4. Other???

Borrowed Equity
1. Corporate Marketing Through Sports
2. Utilize the draw of the event for promotion
a. Within Audience & Through Broadcast
i. Increase Sales
ii. Increase Awareness
iii. Be More Competitive
iv. Reach the Target Market
v. Build Relationships
vi. Develop a Corporate Image

Event Triangle
The model for studying the
exchanges developed in Sports
Marketing is formatted as an
Event Triangle.
The Event Triangle emphasizes
the relationships between
producers and consumers in the
sports marketing model.

Event Triangle
Components of the Triangle:
1. EVENT
2. SPONSOR
3. FAN
C B
A

The “Event”
1. The Event is the sporting event which
will draw participants, spectators and
sponsors.
2. The Event can be amateur or
professional.
3. The Event may provide entertainment.
4. The Event may provide an opportunity
for exposure for sponsors.

Examples of Events
1. Superbowl
2. NCAA “March Maddness”
3. World Series
4. UHSAA State Playoffs
5. Junior Jazz Championship
Tournament
6. Your High School’s Homecoming

The “Sponsor”
1. The Sponsor can use the Event to reach
important consumers for the company.
2. The Sponsors can utilize the draw of the
Event to market its products or services.
3. The Sponsor can leverage its relationship
to further business opportunities.
4. “Borrowed Equity”

The “Fan”
1. The Fan typically attends the Event
as a source of entertainment.
2. The Fan usually pays to attend the
Event.
3. The Fan may be exposed to
promotions for the event and event
sponsors.

Exchanges in the Triangle 1
1. Event   Fan Exchanges
oFan: money
oEvent: entertainment,
merchandise, …
FAN EVENT
SPONSOR

1. Event   Sponsor Exchanges
oSponsor: money, products, services,…
oEvent: exposure, promotion, sales
opportunities,
FAN EVENT
SPONSOR

1. Sponsor   Fan Exchanges
oFan: money
oSponsor: products or services
FAN EVENT
SPONSOR

Create your own
Event Triangle

Standard One
Sports Marketing Process
 Sports Marketing Process includes Planning, Implementing,
and Controlling the event.
 In the Sports Marketing Process, the step of Planning
consists of understanding consumer needs, selecting
markets, and determining a marketing mix for a sports
product or service.
 In the Sports Marketing Processes, the step of Implementing
consists of setting up, running, and evaluating an event.
 In the Sports Marketing Processes, the step of Control
consists of determining whether organizational target and
objectives where met and analyze the activities undertaken
in order to implement future plans and control the marketing
strategies.
Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Event Marketing Concerns
1. Draw
a. How far away people are willing to travel
2. Promotion
a. Increase Interest, attendance and draw
through Personal Selling, Public Relations,
Licensing, Sales Promotion, & Advertising
3. Sales Opportunities
a. Ability for Sponsors to realize R.O.I.
4. Ambush Tactics
a. Non-sponsor companies trying to get
borrowed equity from the event for free.

The Fan’s Role in Sports
1. Fan = “Fanatic”
a. Someone who is interested, involved and
engaged in the event.
i. Football, Basketball, Baseball, Golf
ii. Chess, Darts, Shuffleboard, Curling
b. Fan is the reason for Sports Marketing
i. IS the power behind success of sports
ii. IS the economic force
iii. SHAPES the game with attention

Effects of Media Broadcasting on
the Event Triangle
1. Expansion of the Target Market
2. Expansion of marketing opportunities
3. Expansion of distribution & consumption
of the event and ancillary events.
a. Examples: Cable, Satellite, Pay-Per-View

Standard One Projects
 Fantasy Team Organization
 Team Player Draft
 Team City/Region Research
 CITY/REGION
 Team Name Research
 TEAM COLOR
 Team Poster– Pennant
 Find Examples of Mktg OF Sport
 Find Examples of Mktg THRU
Sport
COLORADO GRIZZLIES
Michael Jordan
Director Personnel
Player Negotiations
Trades, Salary
Larry Bird
Financial Officer
Oversee Finances of Team
Salary Cap Specialist
Dale Carringer
Coach
Team Development
Player personnel, Game Mgmnt.
Pollard
President
Oversee all team business
Approve all Player Decisions
UTAH GRIZZLIES

01standard_ppt_new.ppt

Recommended

Recommended

More Related Content

Similar to 01standard_ppt_new.ppt

Similar to 01standard_ppt_new.ppt (20)

Recently uploaded

Recently uploaded (20)

01standard_ppt_new.ppt