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Sports Marketing:
A Strategic Perspective
Matthew D. Shank
Professor of Marketing and Chair
Department of Management and M...
Understanding the Sports Industry
• Sport - Source of diversion or physical
activity engaged in for pleasure
• Sports as E...
Growth of the Sports Industry
• 11th largest of all U.S. industry groups
• Nation’s output for sports goods and services
e...
Growth of Sports Industry
• The sports industry generates estimates of 213 to 350 billion dollars per year in
revenues. As...
Growth of Sports Industry
• Media Coverage is Increasing
– 200 million people watched NBC coverage of the Summer Olympic G...
Opportunities in the
Sports Industry: Academics
• Over 200 Academic Programs in Sports Administration
• NKU Marketing Trac...
Opportunities in the
Sports Industry: Careers
• Upwards of 4.5 million Sports Related Jobs in Sports
Administration
• 13 c...
What is Sports Marketing?
• Sports Marketing - The specific application
of marketing principles and processes to
sports pr...
Simplified Model of the Consumer-Supplier
Relationship in the Sports Industry
Consumers
Spectators
Participants
Corporatio...
Classification of Sports
Spectators
Individuals
Corporate
In-Person
Mediated
Classification of Sports Participants
• Unorganized Sports Participants
• Organized Sports Participants
Amateur
Youth Recr...
The Sports Product
• Sports Product - A good, a service or any
combination of the two that is designed to
provide benefits...
Types of Sports Products
• Sporting Events
– Athletes
– Arenas/Stadia
• Sporting Goods
– $60.2 billion industry comprised ...
The Sports Marketing Exchange Process
Something of Value
Something of Value
Exchange
Players
Exchange
Players
Overview of the Contingency Framework for
Strategic Sports Marketing
• Foundation of any sports organization is to
design ...
Contingency Framework for Strategic Sports Marketing
fitfit
EXTERNAL
CONTINGENCIES
Competition
Legal/Political
Demographic...
THE STRATEGIC MARKETING PROCESS
THE PLANNING PHASE
STEP 1.Understanding Consumers Needs
1. Mktg Research
2. Consumers as P...
Activities Associated with Implementation
• Organizing
• Leadership and Interaction
• Resource Acquisition and Allocation
...
Control Phase
• Sales Analysis
• Profitability Analysis
• Customer Satisfaction
• Marketing Audit
Environmental Contingencies
• Competition
• Technology
• Culture/Social Trends
• Physical Environment
• Regulatory/Legal/P...
Internal Contingencies
• Organizational Vision
• Organizational Mission
• Organizational Objectives & Mktg
Goals
• Organiz...
Organizational Mission
• Written statement about the organization’s present
situation and the direction of the organizatio...
ORGANIZATIONAL OBJECTIVES vs
MARKETING GOALS
• Organizational Objectives - Signposts along the road
which help an organiza...
SWOT Analysis
• Internal Strengths and Weaknesses
a. Resource capabilities
b. Marketing Mix Considerations
• External Oppo...
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Sports Marketing : A new perspective !

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Sports Marketing : How the strategy works !

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Sports Marketing : A new perspective !

  1. 1. Sports Marketing: A Strategic Perspective Matthew D. Shank Professor of Marketing and Chair Department of Management and Marketing Northern Kentucky University
  2. 2. Understanding the Sports Industry • Sport - Source of diversion or physical activity engaged in for pleasure • Sports as Entertainment - Reebok president Robert Meers, “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.”
  3. 3. Growth of the Sports Industry • 11th largest of all U.S. industry groups • Nation’s output for sports goods and services estimated at $213-350 billion annually • How do we measure growth in the sports industry? • Growth measured in….. – Attendance Figures – Media Coverage – Employment Figures (4.5 million jobs) – International Markets
  4. 4. Growth of Sports Industry • The sports industry generates estimates of 213 to 350 billion dollars per year in revenues. As ESPN founder Bill Rasmussen points out, “The games are better, and well the athletes are just amazing and it all happens 24 hours a day. America’s sports fans are insatiable.” • Attendance is increasing: – The NFL experienced a record number of fans in the 1999 season (15,710,970) – The NBA 1999-2000 season also produced a small increase (1%) for the NBA – MLB reached 20 million fans faster than any other year in history and attendance increased again (3%) – NHL continues to grow in attendance and popularity. Tracing average attendance over the past few years, regular season numbers have increased from 14, 749 (‘93-’94) to 16,359 (‘99-’00) – NASCAR had 11 million people attend its events in 1999 • Sports Sponsorship Spending Exceeds $1 Billion Dollar Mark • New Leagues (AF2, XFL, WPFL, WSA, WNHL)
  5. 5. Growth of Sports Industry • Media Coverage is Increasing – 200 million people watched NBC coverage of the Summer Olympic Games and 3.7 billion people who watched worldwide – ESPN, the original sports-only network launched in 1979, reaches some 76 million homes with its 4900 hours of sports programmingand remarkably ESPN2 reaches 65 million viewers. – $2.3 billion to secure the broadcast and cable rights for the Olympic Games in 2004, 2006, and 2008 – $2.64 billion paid by NBC and Turner Sports to televise NBA contests, $18 billion paid by the networks for the NFL, $2.5 billion for post season MLB – New sports networks, such as the Golf Channel, SpeedVision, and the Women’s Sports Network – Internet, satellite stations and pay-per-view cable television are growing in popularity
  6. 6. Opportunities in the Sports Industry: Academics • Over 200 Academic Programs in Sports Administration • NKU Marketing Track and proposed program
  7. 7. Opportunities in the Sports Industry: Careers • Upwards of 4.5 million Sports Related Jobs in Sports Administration • 13 career areas in sport. These include: event suppliers, event management and marketing, sports media, sports sponsorship, athlete services, sports commissions, sports lawyers, manufacturers and distribution, facilities and facility suppliers, teams, leagues, college athletics, and finance • Marketing & Public Relations Professional Sports Intercollegiate Sports Youth Sports Olympic Sports Organizations Regional and National Sport Commissions Amateur Sports Corporate Sports Marketing Sports Marketing Firms Licensing Firms
  8. 8. What is Sports Marketing? • Sports Marketing - The specific application of marketing principles and processes to sports products and to the marketing of non-sports products through association with sport
  9. 9. Simplified Model of the Consumer-Supplier Relationship in the Sports Industry Consumers Spectators Participants Corporation s Products Events Sporting Goods Personal Training Sports Information Producers/Intermedia ries Sports Labor Sanctioning Bodies Sponsors Media Agents Equipment Manufacturers
  10. 10. Classification of Sports Spectators Individuals Corporate In-Person Mediated
  11. 11. Classification of Sports Participants • Unorganized Sports Participants • Organized Sports Participants Amateur Youth Recreational Instructional Youth Recreational Elite Schools Intercollegiate Professional Minor/Secondary Major
  12. 12. The Sports Product • Sports Product - A good, a service or any combination of the two that is designed to provide benefits to a sports spectator, participant or sponsor.
  13. 13. Types of Sports Products • Sporting Events – Athletes – Arenas/Stadia • Sporting Goods – $60.2 billion industry comprised of four segments (equipment, transportation, apparel, and footwear) – Collectibles and Memorabilia • Sports Training – Fitness and Health Services – Sports Camps and Instruction • Sports Information – Newspapers, Internet, Magazines, Radio, etc.
  14. 14. The Sports Marketing Exchange Process Something of Value Something of Value Exchange Players Exchange Players
  15. 15. Overview of the Contingency Framework for Strategic Sports Marketing • Foundation of any sports organization is to design and maintain a sound, yet flexible strategic framework • Strategic framework that is suited to the sports industry is the contingency framework. Why? • Flexible and adaptable to changes in the marketing environment
  16. 16. Contingency Framework for Strategic Sports Marketing fitfit EXTERNAL CONTINGENCIES Competition Legal/Political Demographics Technology Culture Physical Environment Economy INTERNAL CONTINGENCIES Organizational Vision Organizational Mission Organizational Objectives & Mktg Goals Org Strategy Org Culture Planning 1. Understanding Consumers Needs a. Mktg Research b. Consumers as Participants c. Consumers as Spectators 2. Market Selection Decisions a. Market Segmentation b. Target Markets c. Positioning 3. Marketing Mix Decisions a. Sports Products b. Pricing c. Promotion d. Place Implementation Control
  17. 17. THE STRATEGIC MARKETING PROCESS THE PLANNING PHASE STEP 1.Understanding Consumers Needs 1. Mktg Research 2. Consumers as Participants 3. Consumers as Spectators STEP 2: MARKET SELECTION DECISIONS 1. Segmentation Alternative 2. Target Markets 3. Positioning STEP 3: MARKETING MIX THE IMPLEMENTATION PHASE THE CONTROL PHASE
  18. 18. Activities Associated with Implementation • Organizing • Leadership and Interaction • Resource Acquisition and Allocation • Coordination and Timing of Activities • Information Management
  19. 19. Control Phase • Sales Analysis • Profitability Analysis • Customer Satisfaction • Marketing Audit
  20. 20. Environmental Contingencies • Competition • Technology • Culture/Social Trends • Physical Environment • Regulatory/Legal/Political • Demographic Trends • Economy
  21. 21. Internal Contingencies • Organizational Vision • Organizational Mission • Organizational Objectives & Mktg Goals • Organizational Strategy • Organizational Culture
  22. 22. Organizational Mission • Written statement about the organization’s present situation and the direction of the organization. (what business we are in and who we serve) • The Green Bay Packers mission is to be a dominating force in professional football’s competitive arena – On the field, the Packers will continually strive to present their fans with the highest level of performance quality available – In their operating activities and relations with the NFL, the Packers will also continually strive for excellence in the quality of work performed – Overall, the Packers will commit themselves to doing their part in representing the State of Wisconsin with competitiveness, respect and dignity
  23. 23. ORGANIZATIONAL OBJECTIVES vs MARKETING GOALS • Organizational Objectives - Signposts along the road which help an organization focus on its long-range purpose stated in the mission statements. • Typically include both financial and strategic dimensions • Examples of financial include: growth in revenues; growth in profits • Examples of strategic include: enhance corporate image; increase customer satisfaction
  24. 24. SWOT Analysis • Internal Strengths and Weaknesses a. Resource capabilities b. Marketing Mix Considerations • External Opportunities and Threats

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