Sports Marketing Profile - PowerPoint PPT Presentation


PPT – Sports Marketing Profile PowerPoint presentation | free to download - id: 42d8b5-MDI0O


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation

Sports Marketing Profile


* * * * * * * * * * * * * * * * * * * * * Sports Marketing Profile Categories of Sports * Section 3.1 Sports Marketing Profile - Objectives Define sports ... – PowerPoint PPT presentation

Number of Views:149
Avg rating:3.0/5.0
Slides: 29
Provided by: eastpenns


Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Sports Marketing Profile

(No Transcript)
Sports Marketing Profile
Categories of Sports
Section 3.1 Sports Marketing Profile -
  • Define sports marketing
  • Identify key events in the history of sports
  • Name careers in sports marketing

Section 3.1 Sports Marketing Profile
  • Sports Appeal and Marketing
  • People spend time and money on sports because
    they feel excitement and are entertained by the
    competition and spectacle of sports
  • Sports marketers sell sports, games, and services
    to these fans.

Section 3.1 Sports Marketing Profile
  • What is Sports Marketing?
  • Characteristics of Marketing
  • Marketing Process of developing, promoting, and
    distributing products, or goods and services, to
    satisfy customers needs and wants
  • Sports Marketing All the marketing activities
    designed to satisfy the needs and wants of sports
  • Might focus on the sport, or other activities
    that revolve around sporting event (ex. Planning,
    Promotion, Financing, and Sponsorship)

Section 3.1 Sports Marketing Profile
Two Major Components of Sports Marketing
  • The Marketing of the Sport
  • Promotion of events trough media, radio, or
    online advertisements
  • The Marketing through the sport
  • Manufacturers promote their products by using
    connections to sports

Section 3.1 Sports Marketing Profile
  • A Brief History
  • In 1923, Wilson Sporting Goods signed
    professional golfer Gene Sarazen to a deal that
    lasted until Sarazen passed away in 1999
  • Longest running endorsement deal in sports
  • William Bill Veeck was inducted into the
    Baseball Hall of Fame for his innovations in
    sports marketing
  • Promoted activities and events surrounding game
    that would entice fans to return to more games
  • Names on jerseys, ballpark giveaways, exploding
  • Linking athletes to corporations was the
    brainchild of agent Mark McCormack
  • Founder of International Management Group (IMG)

Section 3.1 Sports Marketing Profile
Rank Industry Size in billions of dollars
1 Real Estate 850.0
2 Retail Trade 639.9
4 Health Service 443.4
5 Construction 277.6
8 Utilities 205.3
11 Sports 152.0
15 Insurance Carriers 115.4
18 Legal Services 100.5
25 Auto repair, services, parking 60.5
Section 3.1 Sports Marketing Profile
  • Careers in Sports Marketing
  • Growth of the sports industry, new sports, and
    more than 20 new leagues has led to an increase
    in sports marketers
  • Examples of sports marketing careers
  • Journalists
  • Sporting Good Retailers
  • Scriptwriter
  • Producer
  • Ticket agent
  • Luxury-box sales representative
  • Food and merchandise sales representative
  • Group-ticket salesperson

Section 3.2 Categories of Sports Objectives
  • Identify the different categories of sports
  • Differentiate between amateur sports and
    professional sports
  • Discuss the significance of international sports
  • Explain the significance of womens sports

Section 3.2 Categories of Sports
  • Sports and sporting events can be classified into
    the following categories
  • Amateur
  • High school
  • College
  • Professional

Section 3.2 Categories of Sports
  • Amateur and Professional Sports
  • Sports consumers may enjoy certain classification
    of non-professional sports more than professional
  • Reasons
  • Enjoy watching family friends compete
  • Interested in local schools
  • Classification more competitive
  • Consumers can be interested in all
    classifications or levels of a sport

Section 3.2 Categories of Sports
  • Amateur Sports
  • Amateur Athlete a person who does not get paid
    to play a sport
  • Examples high school, college, or rec player
  • Not being paid is the only limitations regarding
    being an amateur athlete
  • Amateur sporting events attract a large number of
    fans, attention, and money
  • Many communities have youth leagues, senior
    leagues, and a variety of other athletic
    organizations that attract people who want to
    participate and watch

Section 3.2 Categories of Sports
Amateur Sports
  • Young Amateur Sports
  • Youth tournaments in major cities attract many
  • Families and Friends
  • Sponsors (local business) that are aiming to
    attract a target market to their product
  • Colleges and universities attempting to attract
    teenagers to their schools
  • Recreational Sports
  • Involvement may begin in peewee leagues as early
    as 5 or 6 years old
  • Organizations such as Boys Girls Clubs of
    America, YMCA YWCA, and AAU encourages young
    people to get involved in sports
  • Cannot function without funding from local

Section 3.2 Categories of Sports
  • High School Sports
  • Many high schools and communities put much effort
    and enthusiasm into their sporting events due to
    impact they have on community morale
  • The National Federation of State High School
    Associations (NFHS) set guidelines and make sure
    that students benefit from a balanced educational
    and athletic experience
  • Movies such as Remember the Titans and Hoosiers
    demonstrate the power that high school sports
    have on a community
  • Regional influences, natural resources of a
    specific climate and geographic location
    encourage the popularity and development of
    specific sports

Section 3.2 Categories of Sports
Section 3.2 Categories of Sports
  • College and University Sports
  • Sporting events at the college level are very
    popular and extremely competitive in all regions
  • More popular than professional sports in some
  • Sports offered by schools may be impacted by
  • Range of interests of student body
  • Size of population
  • Competitive nature of school

Section 3.2 Categories of Sports
  • College and University Sports cont.
  • National Collegiate Athletic Association NCAA,
    is a national organization that governs college
    athletics and oversees important decisions
    pertaining to athletics
  • Sets up rules and regulations that encourages
    legitimate, amateur competition without unfair
    influence from businesses or individuals
  • Regulates all collegiate athletics, including the
    marketing of sporting events
  • NCAA created divisions to keep schools
  • Division I, Division II, Division III
  • Based on student population, financial stability,
    and player ability

Section 3.2 Categories of Sports
  • College and University Sports cont.
  • NCAA cont.
  • NCAA divisions have an economic impact on schools
    and communities
  • Higher divisions draw more spectators, which
    therefore provides the universities with a
    greater opportunity to benefit from name
  • NCAA Division I Mens Basketball Championship
    tournament is the most heavily marketed
    collegiate sporting event
  • Potential markets can be people interested in
    buying school-brand apparel, or students
    interested in attending school

Section 3.2 Categories of Sports
  • Professional Sports
  • Professional Athlete an athlete who has the will
    and ability to earn an income from a particular
  • Income can be paid by team or by major
    corporations (ex race car driver)
  • In addition to team salary, major athletes can
    earn income from corporations seeking endorsement
  • Teams as Businesses
  • The most costly and heavily marketed of all
    sports categories
  • Goals of Teams Get the best players ? Win Events
    ? Attract fans ? Fans purchase tickets and
    merchandise ? Team makes money

Section 3.2 Categories of Sports
  • Other Sports Categories
  • Olympic Games
  • Athletes with disabilities
  • International sports
  • Womens sports
  • Extreme sports

Section 3.2 Categories of Sports
  • Olympic Sports
  • The first Olympic game was held in 776 B.C.
  • The Olympic Games were revived in 1890 by Pierre
    de Coubertin
  • The International Olympic Committee (IOC) plans
    the games and oversees issues and decisions
  • Beginning in 1984, the IOC allowed 43 corporate
    sponsors to sell official licensed Olympic
  • The Amateur Rule was overturned in 1986, allowing
    professional athletes to compete in Olympics
  • Allowed NBA Dream Team to compete
  • Responsible for the enormous boost in popularity
    of basketball on an international basis

Section 3.2 Categories of Sports
  • Paralympics / Special Olympics
  • The Paralympic Games are Olympic-style games for
    athletes with disabilities
  • Originally organized by Sir Ludwig Guttman for
    British WWII veterans with spinal cord related
  • In 1968, Eunice Kennedy Shriver organized the
    First International Special Olympic games for
    individuals with developmental disabilities
  • Currently Held in the same year as Olympic Games
  • Offers year-round training and competition in 26
    summer and winter Olympic style sports
  • Special Olympics currently serve one million
    people in more than 200 programs in more than 150

Section 3.2 Categories of Sports
  • International Sporting Events
  • ABCs The Wide World of Sports provided advances
    in media technology and globalized sports
  • Popular sports around the world include
  • Soccer (the World Cup)
  • Biking (the Tour de France)
  • Cricket
  • Rugby
  • Each of these sports provides entertainment to
    the sports consumer and new challenges to sports

Section 3.2 Categories of Sports
  • Womens Sports
  • The status of women in sports has advanced in the
    20th century, especially in the last 20 years
  • 1970-71 294,00 girls competing in high school
  • 1998-99 2,652,00 girls competing in high school
  • As early as 1932, Olympic gold medalist Mildred
    Babe Didrikson Zaharias not only excelled at
    most sports, she was also an impressive sports
  • All around skills inspired men and women, as well
    as sports marketers, when few women received
    public recognition for their athletic abilities
  • 1973 Billy Jean King defeated Bobby Riggs in The
    Battle of Sexes Tennis Match

Section 3.2 Categories of Sports
  • Womens Sports cont.
  • The Battle of Sexes
  • Billy Jean King vs. Bobby Riggs
  • September 20, 1973
  • Houston Astrodome
  • King def. Riggs 6-4, 3-6, 6-3

Section 3.2 Categories of Sports
  • Womens Sports cont.
  • On June 23, 1972, the enactment of Title IX, the
    Education Amendment, advanced girls
    participation in sports
  • Title IX law that bans gender discrimination in
    schools that receive federal funds
  • Budgets do not have to be equal, but they have to
    be comparable

Section 3.2 Categories of Sports
  • Extreme sports
  • Extreme Sports Sports the involve
    non-traditional, daring methods of athletic
  • 1980s skateboarders, rollerbladers, stunt bikers,
    and snowboarders of Generation X helped launch
    this new style of sport
  • Extreme sports are relatively new to
    sports-marketing efforts
  • Corporations have begun to market products toward
    a new target market by promoting extreme sport
    drinks, clothing, and other merchandise
  • Extreme sports is one of the many categories of
    sports whose characteristics help identify target