THREE SECTORShttp://www.youtube.com/watch?
v=2p_AqnG8kNs
ADVERTISINGSPORTSEVENTS
PROMOTION/SPONSORSHIP
ADVERTISESPORTS
PARTICIPATION
ADVERTISING SPORTS
SPECTATOR SPORTSThink of an example for each kind of event:
REGIONAL
NATIONAL
INTERNATIONAL
GLOBAL
LOCAL
World Series
2011 World Series CommercialPhillies AdvertisementPlayers - Jeter
PROMOTES:
PROMOTIONPROMOTION: When events, teams,
individual athletes promote products“Marketing Through Sports”
Examples?
MARKETING THROUGH SPORTSSponsorship Strategies
Traditional P& G and Olympics
Venue Naming Rights Coors Beer & Coors Field (Denver) Citizens Bank Park
Licensing See NASCAR
Endorsements Tag Heuer Watches Tiger Woods
SPORTS MARKETING
THE8
PsPlace
Perception PromotionPrice
Planning
Packaging PositioningProduct
SPORTS PROMOTION“GRASSROOTS” SPORTS MARKETINGIncreases participation & interest in sportsInfluences other forms of Sport’s Marketing
Growth of soccer in USA started with kids playing
TARGET MARKETDefined in the same way as other products and
services EXCEPT:Athletes and fans are “brand” loyalFans often “idolize” players/teams so will willingly
attend games & wear apparelGeography and Psychographics are easy to identify
SPORTS INDUSTRY GROWTHAttendance Growth
$135-350 Billion per Year Nearly Every Sport and League +
Media Coverage and Growth Main Stream and Alternative Sports Coverage Coverage Growing with Demand
Employment Growth 4.5 – 6 Million new Jobs from 1999-2001
Global Markets Expansion of Leagues & Marketing outside of U.S. Availability of News Media and Sports Reporting
Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports
