sports marketing standard 1.2 marketing of & through sports standard 1.2 marketing of &...
TRANSCRIPT
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Sports Marketing
Sports MarketingStandard 1.2Marketing Of
& Through Sports
Standard 1.2Marketing Of
& Through Sports
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What IS Sports Marketing
What IS Sports Marketing
• Sports Marketing is the application of marketing principles to sports properties and to non-sports products using sports.
• Simply:1. Sports Marketing is the Marketing of Sports2. Sports Marketing is Marketing Through Sports
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•Applying marketing Principles to the marketing of a “Sports Property”
• Sports Properties:– League Team– Athlete Stadium Arena– Program Event Meet– Competition Contest
Marketing OF SportsMarketing OF Sports
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“Players” In Mktg OF Sports
“Players” In Mktg OF Sports
• Teams• Leagues• Venues• Athletes• Agents• Intermediaries
WHAT IS THEIR JOB?
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4 P’s – Marketing OF Sport
4 P’s – Marketing OF Sport
• Planning– Products– Services
• Pricing• Promotions• Distribution
(Place)
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Marketing THROUGH Sports
Marketing THROUGH Sports
• Marketing of Non-Sports products or services using sports as a media
• Using a team or event for marketing
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Borrowed EquityBorrowed Equity
• Corporate Marketing Through Sports
• Utilize the draw of the event for promotion
– Within Audience & Through Broadcast• Increase Sales• Increase Awareness • Be More Competitive• Reach the Target Market• Build Relationships• Develop a Corporate Image
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4 P’s – Marketing Thru Sports
4 P’s – Marketing Thru Sports
•Planning–Products–Services
•Pricing•Promotions•Distribution (Place)
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What is Marketed at Sports Events?What is Marketed at Sports Events?
• Sponsor products or services
• Traded products or services
• Public Service Announcements (Ideas)
• Other???
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Marketing THRU SPORTSMarketing THRU SPORTS
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Event TriangleEvent Triangle
• The model for studying the exchanges developed in Sports Marketing is formatted as an Event Triangle.
• The Event Triangle emphasizes the relationships between producers and consumers in the sports marketing model.
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Event TriangleEvent Triangle
• Components of the Triangle:– EVENT
– SPONSOR
– FAN
C B
A
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The “Event”The “Event”
• The Event is the sporting event which will draw participants, spectators and sponsors.
• The Event can be amateur or professional.
• The Event may provide entertainment.
• The Event may provide an opportunity for exposure for sponsors.
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Examples of EventsExamples of Events
• Superbowl• NCAA “March Maddness”• World Series• UHSAA State Playoffs• Junior Jazz Championship
Tournament• Your High School’s Homecoming
& Dance
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Bryan
• If you are seriously interested in asking a girl to the dance….– Being lame is not an option.
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The “Sponsor”The “Sponsor”
• The Sponsor can use the Event to reach important consumers for the company.
• The Sponsors can utilize the draw of the Event to market its products or services.
• The Sponsor can leverage its relationship to further business opportunities.
• “Borrowed Equity”
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The “Fan”The “Fan”
• The Fan typically attends the Event as a source of entertainment.
• The Fan usually pays to attend the Event.
• The Fan may be exposed to promotions for the event and event sponsors.
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Exchanges in the Triangle 1
Exchanges in the Triangle 1
• Event Fan Exchanges– Fan: money– Event: entertainment, merchandise, …
exchangeexchange
FAN EVENT
SPONSOR
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Exchanges in the Triangle 2
Exchanges in the Triangle 2
• Event Sponsor Exchanges– Sponsor: money, products, services,…– Event: exposure, promotion,
sales opportunities
exchangeexchange
FAN EVENT
SPONSOR
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Exchanges in the Triangle 3
Exchanges in the Triangle 3
• Sponsor Fan Exchanges– Fan: money– Sponsor: products or services
exchangeexchange
FAN EVENT
SPONSOR
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Event Marketing Concerns
Event Marketing Concerns
•Draw
•Promotion
•Sales Opportunities
•Ambush Tactics
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The Fan’s Role in SportsThe Fan’s Role in Sports
• Fan = “Fanatic”– Someone who is interested,
involved and engaged in the event.• Football, Basketball, Baseball, Golf• Chess, Darts, Shuffleboard, Curling
– Fan is the reason for Sports Marketing• IS the power behind success of sports• IS the economic force• SHAPES the game with attention
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Effects of Media Broadcasting on the Event
Triangle
Effects of Media Broadcasting on the Event
Triangle• Expansion of the Target Market• Expansion of marketing opportunities• Expansion of distribution & consumption of
the event and ancillary events.
– Examples: Cable, Satellite, Pay-Per-View
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Rest of Standard ONE…
• Next time… – Work time on remainder of
Project #1
• Then…– Standard #1 Exam