14. FORBES TOP SPORT BRAND
• Businesses
• 1. Nike ($15.9 billion)
• 2. ESPN ($11.5 billion)
• 3. Adidas ($6.8 billion)
• Events
• 1. Super Bowl ($470 million)
• 2. Summer Olympic Games ($348 million)
• 3. FIFA World Cup ($147 million)
• Athletes
• 1. Tiger Woods ($38 million)
• 2. Roger Federer ($29 million)
• T3. Phil Mickelson ($26 million)
• Teams
• 1. New York Yankees ($363 million)
• 2. Manchester United ($293 million)
• 3. Real Madrid ($255 million)
15. TOTAL REVENUE
• PREMIER LEAGUE 2,700 135,000
• BUNDESLIGA 1,400 70,000
• LALIGA 1,350 67,500
• CALCO SERIE A 1,200 60,000
• MATCH REVENUE ค่าตั๋ว
• BROADCASTING RIGHT ลิขสิทธิ์ถ่ายทอด
• SPONSORSHIP สปอนเซอร์
• COMERCIAL ACTIVITY ค่าโฆษณา และ กิจกรรมต่างๆ
UNIT : MIL POUND / MIL BAHT
33. 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
34.
35. sports marketing different from traditional marketing
By understanding the differences we can understand the effectiveness of sports marketing principles.
36.
37. 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. by an extreme, unreasoningAn enthusiast
enthusiasm, as for a cause
38. Value of Sports Event, Product, or Service for the Fan
Fans can pay any premium over
the cost of product to avail the
services and product.
Price of Sports Event, Product, or Service
Cost of Sports Event, Product, or Service Provision
*Availability of Sports Event, Product, or Service Provision
FANS PRICING
40. The American Marketing Association:
“Marketing is an organizational function
and a set of processes for creating,
communicating, and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders”.
45. • EVENT / COMPETITION
• EQUIPMENT & ACCESSORIES
• SPORT SERVICES / INFORMATION
• SPORT AS MARKETING TOOL
46. Types of Sports Products
• Sporting Events
– Player Appearances
– 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.
47.
48. WHY WE BUY ?
VALUE COST
VALUE IS ????
$1.9 Million
70. GDP = C + I + G + (X-M)
GDP = GROSS DOMESTIC PRODUCT
C = consumption
I = INVESTMENT
G = GOVERNMENT SPENDING
X = EXPORT
M = IMPORT
71. GDP PER CAPITA
USA 49,965 54,629
UK 36,901 46,332
JAPAN 35,178 36,194
KOREA 30,597 32,970
THAI 5,430 5,977
UNIT : USD
SOURCE :WORLD BANK 2012 / WIGI 2015
72. 12/03/61 ดร.พงษ์ศักดิ์ สวัสดิเกียรติ 72
• WORLD SPORT AND ENTERTAINMENT
1 MIL.MIL.USD
• USA 0.414 MIL.MIL.USD (41.4%)
CONTINUOUS GROWTH
• 25% of WORLD GDP
• 4.5% OF WORLD POPULATION
73. 12/03/61 ดร.พงษ์ศักดิ์ สวัสดิเกียรติ 73
• WORLD SPORT AND ENTERTAINMENT
1 MIL.MIL.USD
• THAI 1,167 MIL.USD (35,000 MIL.THB)
= 0.1167%
• THAI GPD 0.45% of the world
– 4,500 mil.usd 3.85 times
• THAI POPULATION 1.% of the world
– 10,000 mil usd 8.57 times
•