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Sports Marketing

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Sports Marketing

  1. 1. Sports Marketing Sports marketing is marketing products through the sponsorship of sporting events or the sponsorship of teams or equipment for sporting events.
  2. 2. Sports is a Service. The sports is a service.
  3. 3. Relationships Requirements Capability Timing ACTION PLAN
  4. 4. • Develop requirements profile of each event • Understand decision-making process • Develop gap analysis • Identify important relationships • Define strategies to close gaps • Develop and implement relationships • Recognise sport is key to business success building plan – regional, national, international Relationships Requirements Capability Timing  Consult bid  Define timing • Identify necessary local capabilities  Execute in stages • Harness existing capability  Region is ahead • Develop required capability  Need to keep ahead • Adapt current practices to suit market need ACTION PLAN – SPORTS MANAGEMENT
  5. 5. Sports engagement is just not about viewership The sports engagement is just not about the viewership. It is all about the sports worship.
  6. 6. Purchasers Adoption Media Distribution Product Pricing Facilities Competition Exchange Employees MARKET INFLUENCERS
  7. 7. Purchasers Adoption Media Distribution Product Pricing Facilities Competition Exchange Employees Owner buys Individual Contractual existing or branding in power Customers Loyalty Owner pays Static Adapted Single price economic builds own competitive favors facilities markets owners MARKET INFLUENCERS – AN OVERALL VIEW
  8. 8. Purchasers Adoption Media Distribution Product Pricing Facilities Competition Exchange Employees Fan pays Government Contractual Fans, extra for (taxpayers) Monopoly power Fans Recognition Sponsors, & Dynamic Global social right to buy pay for power favors Media pay tickets facilities players MARKET INFLUENCERS – SPORTS COMMUNITY
  9. 9. Purchasers Adoption Media Distribution Product Pricing Facilities Competition Exchange Employees Owner buys Individual Contractual existing or branding in power Customers Loyalty Owner pays Static Adapted Single price economic builds own competitive favors facilities markets owners Fan pays Government Contractual Fans, extra for (taxpayers) Monopoly power Fans Recognition Sponsors, & Dynamic Global social right to buy pay for power favors Media pay tickets facilities players MARKET INFLUENCERS – A PARADIGM SHIFT
  10. 10. sports marketing different from traditional marketing By understanding the differences we can understand the effectiveness of sports marketing principles.
  11. 11. FANS VS. CUSTOMERS What are some things you have seen fans do at a game that customers at a grocery store never do for a favorite brand? Customer Fan Fanatic One that buys goods or An ardent devotee; A person marked or motivated services. An enthusiast by an extreme, unreasoning enthusiasm, as for a cause
  12. 12. Value of Sports Event, Product, or Service for the Fan Consumer Surplus Value of the Transaction Fans can pay any premium over the cost of product to avail the services and product. Price of Sports Event, Product, or Service Plan* Profit Cost of Sports Event, Product, or Service Provision *Availability of Sports Event, Product, or Service Provision FANS PRICING
  13. 13. SPORTS PRICING – VALUE OF EMOTION
  14. 14. We’ve recognized for several years that sport is part of entertainment. The market now is really sports, fashion and music. We can’t expect to ignore reality and survive. - Reebok president Robert Meers SPORTS IS CHANGING
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