using sports to market products. audience typical young market-x games baby boomers-personal fitness
TRANSCRIPT
Using Sports to Market Products
Audience
TypicalYoung market-X GamesBaby Boomers-personal fitness
Stats
Golfers1970-11.2 million1997-24.7 million
Sports Programming1971-800 hours1992-1,800 hoursBefore cable expansion
Why are sports so powerful?
More money is spent on sports than any other recreational pursuitMental energyEmotional ties Green Bay Packers vs. Bears Cleveland Browns-hate mail and bomb threats
New Markets-Women Sports Women make 80% of all buying decisions Spend $5 billion/year on sports wear 1971-1 in 29 vs. 1998-1 in 3
How Companies Decide
Hire outside firms
Some have own sports marketing group
ESPN Chilton Sports PollLargest firmDemographic dataAdvice on how to attract a market
What is a sponsor?
A person, organization, or business that gives money or donates products and services to another person, organization, or event in exchange for public recognition
USA Gymnastics PGA
Olympic Total Partners
The X Games
Who were the sponsors? Why?
Nokia Sugar Bowl
Who are the sponsors? Why
Why Sponsor?
Increase salesIntroduce new productCompete for many customers in one placeIdentify with target marketEarn goodwillCommitment to communityEnter new marketsEntertain clients or customersEnhance companies image
What do sponsors need?
A return-a profit ($) from the sponsorship