Chapter 07

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  • SPORTS AND ENTERTAINMENT MARKETING 06/08/09 CHAPTER 7
  • Chapter 07

    1. 1. CHAPTER 7 Sports Marketing 7.1 Marketing Firms 7.2 The Global Market 7.3 Careers in Sports Marketing CHAPTER 7 SLIDE
    2. 2. LESSON 7.1 Marketing Firms <ul><li>GOALS </li></ul><ul><li>Explain the role of a sports marketing firm. </li></ul><ul><li>Understand the importance of maintaining a positive image for sports owners and marketing firms. </li></ul>CHAPTER 7 SLIDE
    3. 3. Marketing Sports <ul><li>Successful sports marketing firms </li></ul><ul><li>Have integrity, broad and varied expertise, and knowledge of information technology </li></ul><ul><li>Bring business sponsors and nonprofit sponsors together with sports teams, individual athletes, and coaches </li></ul><ul><li>Negotiate and manage contracts </li></ul>CHAPTER 7 SLIDE
    4. 4. Service Specifics <ul><li>Match athletes and businesses for their mutual benefit </li></ul><ul><li>Olympics </li></ul><ul><ul><li>Broadcast partnership </li></ul></ul><ul><ul><li>Endorsements </li></ul></ul>CHAPTER 7 SLIDE
    5. 5. Role of the Agent <ul><li>Agent —a person responsible for making contacts with clients and sponsors </li></ul><ul><li>Can represent individuals, businesses, or organizations </li></ul><ul><li>Turnkey operation —the firm handles everything from initial contacts to the final production of an event </li></ul>CHAPTER 7 SLIDE
    6. 6. Providing Incentives <ul><li>Encourage salespeople and attract new clients and buyers </li></ul><ul><li>Incentives —gifts or bonuses designed to motivate buyers, sellers, and sponsors </li></ul>CHAPTER 7 SLIDE
    7. 7. The Big Picture <ul><li>Sports are expensive. </li></ul><ul><li>The image of owners </li></ul><ul><ul><li>Often perceived as self-seeking businessmen </li></ul></ul><ul><ul><li>Provide the public with the sports entertainment it seeks </li></ul></ul><ul><ul><li>Willing to donate some proceeds to charitable causes </li></ul></ul>CHAPTER 7 SLIDE
    8. 8. Pro Bono <ul><li>“ For the good” </li></ul><ul><li>Services that a sports marketing firm provides for free </li></ul><ul><li>Companies and sports teams brought together for the benefit of both </li></ul>CHAPTER 7 SLIDE
    9. 9. LESSON 7.2 The Global Market <ul><li>GOALS </li></ul><ul><li>Describe sports that have become popular internationally. </li></ul><ul><li>Describe ways in which sports marketing has increased international awareness of sports. </li></ul><ul><li>Explain some challenges in marketing the Olympics and women’s sports. </li></ul>CHAPTER 7 SLIDE
    10. 10. The Migration of Sports <ul><li>State of sports today has much to do with the political history of the past 50 years </li></ul><ul><li>United States occupation of Japan; American baseball </li></ul>CHAPTER 7 SLIDE
    11. 11. Other International Sports Trends <ul><li>Strengthening of the Olympic games </li></ul><ul><li>Advances in communications and transportation </li></ul>CHAPTER 7 SLIDE
    12. 12. World Sports Today <ul><li>Scouting for talent </li></ul><ul><ul><li>Scout —a team representative who travels to locate the best athletes in their respective sports </li></ul></ul><ul><ul><li>Salaries, bonuses, and other incentives attract new players </li></ul></ul><ul><li>Spreading the word </li></ul><ul><li>Global marketing </li></ul>CHAPTER 7 SLIDE
    13. 13. International Market Niches <ul><li>Big business </li></ul><ul><li>Earnings drive the industry </li></ul>CHAPTER 7 SLIDE
    14. 14. Marketing Women’s Sports <ul><li>Years of neglect </li></ul><ul><li>Growing popularity of women’s professional sports </li></ul><ul><li>New female fans </li></ul>CHAPTER 7 SLIDE
    15. 15. LESSON 7.3 Careers in Sports Marketing <ul><li>GOALS </li></ul><ul><li>Identify numerous sports marketing careers. </li></ul><ul><li>Describe skills and personal characteristics necessary for a career in sports marketing. </li></ul>CHAPTER 7 SLIDE
    16. 16. A Wide World of Careers <ul><li>Two roads to success </li></ul><ul><ul><li>First is matching clients, overseeing projects, and providing follow-up evaluations </li></ul></ul><ul><ul><li>Second is technical services such as media, graphics and photography, and video production </li></ul></ul><ul><li>Other marketing avenues </li></ul><ul><ul><li>College or university bookstores </li></ul></ul><ul><ul><li>Team mascots </li></ul></ul>CHAPTER 7 SLIDE
    17. 17. Focus on Careers <ul><li>Media —print, radio, television, and the Internet </li></ul><ul><li>Apprenticeships </li></ul><ul><li>Public relations skills </li></ul><ul><li>Old-fashioned hard work </li></ul>CHAPTER 7 SLIDE

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