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Sports Marketing

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Sports Marketing Standard 1.1 Discover the World of Sports Marketing Standard One Students will discover the world of sports marketing and the use of marketing to ... – PowerPoint PPT presentation

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Title: Sports Marketing


1
Sports Marketing
  • Standard 1.1
  • Discover the World of Sports Marketing

2
Standard One
  • Students will discover the world of sports
    marketing and the use of marketing to promote
    sports and non-sports businesses in sports.

3
What is Marketing?
  • Marketing is a process of bringing together
    sellers and buyers.

4
Exchanges
  • Everyday transactions between producers and
    consumers
  • Typically trading money for a product or service

5
Producers
  • Individuals or Companies which have products to
    be sold.
  • They provide the supply.
  • They are willing to exchange the product or
    service for something of value.

6
Consumers
  • Individuals or Companies which have needs to be
    met and which have something to exchange.
  • They create a Demand.
  • They have something to exchange for a product or
    service and are willing to do so.

7
Marketing -- The Definition
  • Marketing is the process of planning and
    executing the conception, pricing, promotion and
    distribution of ideas, goods or services to
    create exchanges which satisfy individual and
    organizational objectives.

8
What is Marketed?
  • DURABLE GOODS
  • NONDURABLE GOODS
  • SERVICES
  • IDEAS

9
What is Marketed?
  • PEOPLE
  • PLACES
  • ORGANIZATIONS

10
1
3
5
2
4
9
6
7
8
13
11
12
10
16
14
15
11
The Elements of Marketing
  • Product or Service Planning
  • Pricing
  • Promotion
  • Distribution (Place)
  • The FOUR Ps OF MARKETING
  • ---- People ---- Often Considered the Fifth P

12
Benefits of Marketing
  • Add UTILITY to goods and services
  • Makes buying convenient
  • Maintains reasonable prices
  • Provides a variety of goods and services
  • Increases production

13
Sports Marketing
  • Sports Marketing uses marketing elements to meet
    the goals of a sports property.
  • Product Strategies
  • Service Strategies
  • Pricing Strategies
  • Promotion Strategies
  • Distribution Strategies

14
Sports
  • Sports are a source of diversion or physical
    activity engaged in for pleasure
  • Can be spectatorship
  • Can be participation and play

15
Sports Consumers
  • Consumers exchange money for a wanted good or
    service.
  • Sports Consumers exchange in different ways
  • Spectators as Consumers
  • Benefit by watching game
  • Exchange for tickets and entertainment
  • Participants as Consumers
  • Benefit by playing or participating
  • Exchange for equip. participation

16
Sports Producers
  • Sports Producers May Provide
  • Events for Participation
  • Events for Entertainment Viewing
  • Sporting Goods and Equipment
  • Licensed Merchandise
  • Collectables and Memorabilia
  • Athlete Training
  • Sports Information
  • Event Coverage and Distribution

17
Sports Industry Growth
  • Attendance 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

18
Sports Marketing
Standard 1.2 Marketing Of Through Sports
19
What IS Sports Marketing
  • Sports Marketing is the application of marketin
    principles to sports properties and to
    non-sports products using sports.
  • Simply
  • Sports Marketing is the Marketing of Sports
  • Sports Marketing is Marketing Through Sports

20
Marketing OF Sports
  • Applying marketing Principles to the marketing of
    a Sports Property
  • Sports Properties
  • League Team
  • Athlete Stadium Arena
  • Program Event Meet
  • Competition Contest

21
Playas In Mktg OF Sports
  • Teams
  • Leagues
  • Venues
  • Athletes
  • Agents
  • WHAT IS THEIR JOB?

22
4 Ps Marketing OF Sport
  • Planning
  • Products
  • Services
  • Pricing
  • Promotions
  • Distribution (Place)

23
Marketing OF SPORTS
24
Marketing THROUGH Sports
  • Marketing of Non-Sports products or services
    using sports as a media
  • Using a team or event for marketing

25
4 Ps Marketing Thru Sports
  • Planning
  • Products
  • Services
  • Pricing
  • Promotions
  • Distribution (Place)

26
What is Marketed at Sports Events?
  • Sponsor products or services
  • Traded products or services
  • Public Service Announcements (Ideas)
  • Other???

27
Marketing THRU SPORTS
28
Borrowed 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

29
Event 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.

30
Event Triangle
  • Components of the Triangle
  • EVENT
  • SPONSOR
  • FAN

A
C
B
31
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.

32
Examples of Events
  • Superbowl
  • NCAA March Maddness
  • World Series
  • UHSAA State Playoffs
  • Junior Jazz Championship Tournament
  • Your High Schools Homecoming

33
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

34
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.

35
Exchanges in the Triangle 1
  • Event ? ? Fan Exchanges
  • Fan money
  • Event entertainment, merchandise,

36
Exchanges in the Triangle 2
  • Event ? ? Sponsor Exchanges
  • Sponsor money, products, services,
  • Event exposure, promotion, sales opportunities,

37
Exchanges in the Triangle 3
  • Sponsor ? ? Fan Exchanges
  • Fan money
  • Sponsor products or services

38
Event Marketing Concerns
  • Draw
  • Promotion
  • Sales Opportunities
  • Ambush Tactics

39
The Fans 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

40
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

41
Standard One Projects
  • Fantasy Team Organization
  • Team City/Region Research
  • CITY/REGION DRAFTIn Class
  • Team Name Research
  • TEAM COLOR DRAFTIn Class
  • Team Poster Pennant
  • Team Player Draft
  • Find Examples of Mktg OF Sport
  • Find Examples of Mktg THRU Sport
  • Diagram Event Triangle Exchanges for an Event
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