Sport marketing is the process of designing and implementing activities related to production, pricing, promotion, and distribution of a sport product to satisfy consumer needs and achieve company objectives. It draws from several fields like marketing and business management. The sport industry has many segments including sporting goods, sports media, sponsorships, and more. The sport marketing process involves understanding consumers, competitors, the company, and the broader climate then using this information to determine target markets and appropriate marketing mix strategies. The 4Ps of marketing - product, price, place, and promotion - are key elements of a sport organization's marketing strategy.

1. Chapter 3
The Sport Marketing Process

2. What is Sport Marketing?
“Sport Marketing is the process of designing and
implementing activities for the production, pricing,
promotion, and distribution of a sport product to
satisfy the needs or desires of consumers and to
achieve the company’s objectives.”
(Pitts, B.G. & Stotlar, D.K. 2007. Fundamentals of Sport Marketing.
F.I.T. Publishers.)

3. Where does Sport Marketing come from?
There is a need for highly specialized professionals
working in the sport business industry.
It’s a content area of the Sport Business
Management field of study.

4. Fundamental information and knowledge
Fundamentals of sport marketing are based on the
research and foundational theory and research of
several fields, combined with the knowledge of
professionals in the industry

5. Segments of the Industry
• Participation Sports
• Spectatorial Sports Events
• Sporting Goods
• Sports Media – Print,
Broadcast, Electronic
• Sponsorship
• Athlete Management
• Sports Tourism and Travel:
Participation or
Spectatorial
• Facility and Venue Design
and Construction
• Licensing and
Merchandising
• Sport Marketing Research
• Web Sport Business
• Sport Law Firms
• Sport Event Management
• Sports Medicine
• Sport-Governing
Organizations
• Advertising
• Endorsement Management

6. Company
Research & Information Collection
Company Mission & Goals
Consumer Competitor Climate
Segmentation
Target Market Decisions
Sport Marketing Mix Decisions & Strategies
Marketing Management Strategies
Implementation –
Management – Evaluation – Adjustment
The Sport Marketing Management Model
PriceProduct Place Promotion
Figure 3.3 The Sport Marketing Management Model

7. The 4 C’s
of Sport
Marketing:
What the sport
business needs
to study
Consumer: demographics
psychographics
geography & geodemographics
purchase behavior
product use
behavioralistic
Company: mission & objectives
brand strength
market share
financial resources
human resources
competitive advantage
marketing mix strategies
Competitor: the industry and marketplace
competitors data
brand strength
market share
trends
financial strength
positioning
competitive advantage
Climate: economic
legal
social and cultural
political
ethical
technological
education
community
Source: Pitts & Stotlar, 2007

8. ConsumerConsumer
BehavioralisticBehavioralistic
GeographyGeography
PsychographicsPsychographics
DemographicsDemographics
Product Use &
Function
Product Use &
Function
The consumer and factors that affect
marketing strategies

9. The company and factors that affect
marketing
COMPANYCOMPANY
strengths
weaknesses
strengths
weaknessespositioningpositioning
financefinancemissionmission
market sharemarket share
Marketing mix strategiesMarketing mix strategies

10. The competitor and factors that affect
marketing
COMPETITORCOMPETITOR
strengthsstrengthspositionposition
trendstrendsindustryindustry
market sharemarket share
product/price/place/promotionproduct/price/place/promotion

11. The climate and factors that affect
marketing
CLIMATECLIMATE
industryindustry
educationeducation economiceconomic
politicalpolitical legallegal
socialsocialmediamedia
communitycommunitytechnologytechnology
communitycommunity

12. The 4 P’s of Marketing Mix Strategies
Marketing MixMarketing Mix
Promotion
(Communication
with the
consumer)
Promotion
(Communication
with the
consumer)
Place
Getting the
product to the
consumer)
Place
Getting the
product to the
consumer)
Price
(Exchange
agreement with
the consumer)
Price
(Exchange
agreement with
the consumer)
Product
(What you create
for the
consumer)
Product
(What you create
for the
consumer)

13. Company
Research & Information Collection
Company Mission & Goals
Consumer Competitor Climate
Segmentation
Target Market Decisions
Sport Marketing Mix Decisions & Strategies
Marketing Management Strategies
Implementation – Management – Evaluation – Adjustment
The Sport Marketing Management Model
PriceProduct Place Promotion
Figure 3.3 The Sport Marketing Management Model