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The document discusses various aspects of sports event marketing. It defines sanctioning bodies as organizations that set rules for sports, lists some examples including FIBA, USOC, and NCAA. It also distinguishes between professionals, for whom playing a sport is their job, versus amateurs, who play for enjoyment. Finally, it outlines key aspects of event marketing, such as using advertising, publicity, and information distribution to generate excitement among spectators and boost sales, raise brand awareness, capture market share, and meet customers face-to-face by promoting an intangible, unique experience that is produced and consumed simultaneously.
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Sport marketing involves planning and executing ideas to create exchanges that satisfy objectives. It includes sporting events, athletes, facilities, sporting goods, personal training, and sports information. There are four categories of sport consumers: 1) unorganized participants, 2) organized participants, 3) spectators, and 4) sponsors. As sports products and marketing grow in popularity, it benefits communities through increased employment, recreation, entertainment, and economic activity. Event marketing designs live activities to promote products, causes, or organizations, and provides benefits such as starting dialogues, building personal connections, and immediate brand awareness.
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- 1. 1.02 SEM & facilitating economic exchanges with customers
- 2. Sanctioning Bodies • Sets rules for a sport (game, eligibility) – FIBA – USOC – NCAA – NCHSAA
- 3. Pros vs. Amateurs Professionals Amateurs Game is a job Game played for enjoyment
- 4. Spectators • Generate excitement • Generate enthusiasm
- 5. Marketing SEM Events • Advertising • Generate publicity • Distributing information at other events
- 6. Event Marketing • Promoting/selling an intangible product • Event is unique experience • Event is produced and consumed simultaneously
- 7. Aspects of Event Marketing • • • • Boost sales Raise brand awareness Capture market share Meet customers face-to-face
Editor's Notes
- Odell, Patricia. "PROMO Exclusive-By the Numbers." Promo. Penton Media, Inc., 01 Jan 2004. Web. 29 Aug 2010. <http://promomagazine.com/ar/marketing_promo_exclusive_numbers/>.