Sports Marketing

1
Sports Marketing

• Chapter 15 Overview

2
Five Points of Entry

• Leagues / Sports Bodies
• (NFL, NBA, MLB, IOC, FIFA, etc.)
• Teams
• (Jazz, Dodgers, Lakers, Broncos, US Skiing,
• US Figure Skating, etc.)
• Athletes
• (Michael and all others)

3
Five Points of Entry

• Media Partners
• (Radio / TV stations that carry games)
• Sports Agencies

4
Not As Expensive As You Think

• Armour Hot Dogs
• Clemens, Griffey Jr, Sosa, Jeter, Bonds
• 50,000 each
• 2 appearances (2 hours)
• Play in a Golf Tournament
• One-Day Commercial Shoot
• Half-Day Photo Shoot
• 500 autographs

5
Olympics (Sports)

• International Olympic Committee (IOC)
• Sport Federations (FIFA, Track Field)
• Governing Bodies
• (USOC, Canadian Olympic Committee)
• Individual Sports Bodies
• (USA Boxing, US Track Field, US Figure
  Skating, USA Basketball)
• Organizing Committees
• (Salt Lake, Athens, Sydney, etc.)

6
Olympics (Sponsor)

• Worldwide Olympic Sponsors (10)
• Country-Specific Sponsors (USA)
• Official Suppliers
• Organizing Games Sponsor

7
Olympics (Media)

• Global TV Rights
• USA (NBC)
• Canada
• Europe
• South America
• Asia
• Middle East
• Australia

8
Most Misuse

• Its just another advertising vehicle.
• No link to strategy.
• Need to justify cost with incremental sales.

9
In-Stadium Is A Waste

• Utah Jazz
• Delta Center seats 19,996 for a game.
• Assume 95 capacity per game 18,996
  actual people
• 14,000 season tickets (41 home games)
• Assume season ticket holders come to 75 of
  games.
• Total Attendance 778,844 season attendance
• Discreet Individuals Attendance 362,344 people
• 30,000 for a Delta Center Sign

10
Football Is Even Worse

• Football Season Ticket Holders attend about 90
  of games.
• Lavell Edwards Stadium seats 65,000
• Season Tickets (public / students) 53,000
• Six Home Games
• Total Attendance 390,000
• Discreet Individual Attendance 156,800

11
Coke the Atlanta Olympic Games

• Spent 450 million worldwide
• 40 for worldwide sponsor rights
• 25 million NBC advertising
• 50 million other TV advertising
• 18 million Olympic Torch Relay
• 12 million Coca-Cola Olympic City
• 15 million Team / Governing Bodies
• 290 million global activation / promotions (167
  countries about 2 million per country)