Sport Marketing

Today

 Course Outline   Icebreaker   Short(ish) lecture   Some examples  Homework!

Icebreaker Break into pairs and ‘interview’ your partner – where possible choose someone you have not met previously. You may take a few notes but try and speak from memory. Be prepared to give a detailed, two-minute overview of your partner.

Items to INCLUDE:   Name   Nickname   Why do they have that nickname?   School/Job/Part time work etc   Why they are doing that course?   Goals for the next three years?   Sporting interests and/or achievements   Most embarrassing moment?   Any other information that may be of interest.

Sport Marketing

Marketing ‘of’ Sport Marketing ‘of’ Sport

The key organisation is a sport organisation seeking to:

  Attract spectators   Attract membership   Attract participants   Sell television rights   Sell licensing rights   Sell sponsorship

Marketing ‘through’ Sport

Refers to the use of sport by organisations to promote and advertise their products to a specific demographic.

“any strategy that aims to associate a product, service, idea or company with the emotive force of sport, sports association or sporting event in order to appeal to target markets in a way that traditional promotion cannot achieve” (Summers, 2003, p. 458)

Marketing ‘through’ Sport

The key organisation is a corporation (typically non-sport) that seeks to use sport as a means to:

 Promote and advertise their products and services;

 Entertain existing clients  Network  Motivate and reward staff  Attract advertisers to their programs (TV)

some examples of both...

Insert videos here

Marketing Myopia

Questions for discussion What did you get out of reading this article?

What was the result of the railroad industry not defining its industry correctly?

In Levitt's article what did the oil industry continue to do and what was its consequence?

What lessons does the article give about SPORT?

For next week and onwards…

  Read marketing Myopia in full and answer questions – be prepared to discuss at length!

  Find some adverts both in hard copy and digital format that use sport to advertise or advertise a sport.

  Find a current ‘hot issue’ in sport marketing at the moment – clipping, article and tell us why it’s hot and why we should know about it!