Sports and Entertainment Marketing Unit 3

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Sports and Entertainment MarketingUnit 3

• Marketing Through Sports Chapters 4, 5, 6

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Unit 3

• Lesson 1
• Overview

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Winning Strategies p. 73

• What are the benefits of Wheaties having a star
  athlete on its box?
• What are the benefits for the athlete?
• What are the risks to Wheaties of having a real
  person on their boxes?

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The Fifth P

• Product, Place, Promotion, Price and
• PEOPLE (athletes, spectators/fans, companies)
• Businesses want to align themselves with a sports
  team or athlete
• Sports events attract more viewers than any other
  entertainment
• Fans spend a lot of mental energy on their
  favorite teams and athletes
• Sports promoters and investors spend a lot of
  time creating new possibilities for revenue

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• Have you ever noticed how play time in games has
  been adjusted in order to wedge in more
  commercials?

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Double Standard?

• Fans may overlook an athletes tasteless or
  criminal behavior as long as he or she still
  scores and entertains.

Think Michael Vick, Kobe Bryant, Randy Moss,
Terrell Owens, Britney Spears, Lindsay Lohan,
Paris Hilton, Miley Cyrus
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Marketers play on the fact that people who feel
strongly about their teams or favorite athletes
will make loyal customers of products they learn
about through event advertising or endorsements.
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Power of a New Market Popularity of Womens
Athletics
WNBA attendance 13,000 per game 2 million
television viewers (for a New York Liberty game)

• Title IX prohibition against gender
  discrimination in school programs that receive
  federal funds

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Did you know that

• women make 80 percent of all purchasing
  decisions?
• women spend more than 5 billion a year on
  sportswear?
• Top female endorsers
• Venus and Serena Williams
• NIKE named a shoe after Sheryl Swoopes

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Unit 3

• Lesson 2
• Sponsorships

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Sports Events generate from

• Broadcast rights
• Ticket sales, concessions, merchandise
• Sponsorship

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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
• Local example
• Osseo Pet Clinic sponsors a softball team. The
  pet clinics name is on the players uniforms

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Some Reasons Companies Use Sponsorship

• to increase sales
• to introduce a new product or service to a large
  audience
• to compete where many potential customers are in
  one place
• to be identified with an event in which the
  target market is interested
• to show commitment to the community
• to enhance the companies image
• Exposure is used to increase sales and profits.

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• 300 million (average gain in a companys value
  after announcing a NASCAR sponsorship)
• 70 million (amount paid each year by Nextel to
  sponsor Nextel Cup)
• 35 million (number of Americans who watched at
  least a part of last years Daytona 500)
• 15-20 million (annual cost of sponsoring a
  NASCAR race car)
• 107 NASCAR races started by Joe Frasson of Golden
  Valley (most by a Minnesotan)
• 1.4 million (annual amount offered by TCF Bank
  for naming rights to the new U of M stadium)

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Unit 3

• Lesson 3
• Endorsements

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Opening Act page 89

• What athletes or coaches can you think of that
  would be good endorsers for products?
• Why?

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Endorsement

• a persons public expression of approval or
  support for a product or service
• The most influential endorsements are made by
  entertainment or sports celebrities.

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Its a Win/Win situation!

• Babe Ruth (1930s)
• Tiger Woods
• Michael Jordan
• Lebron James
• Michelle Wie
• Shaq
• Derek Jeter
• Dale Earnhardt Jr.
• David Beckham

• Red Rock Cola
• Buick, AmEx, Nike
• Hanes, Ball Park Franks, Nike, Gatorade, MCI,
  McDonalds Rayovac, Sara Lee
• Nike (90 mil)
• Nike (5 mil)
• BK, Nestle, Radio Shack, Icy Hot
• Gatorade, Nike, VISA
• Enterprise, Menards, Dominoes, Bud
• Adidas

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Legal Restrictions on Endorsements (set by the
FTC)

• the endorsement must always reflect the honest
  opinions, findings, and beliefs or experiences of
  the endorser
• the endorser must have real experience with the
  product (and be a legitimate user)
• the endorsement must not contain any deceptive or
  misleading statements. NO LYING!
• the endorser must continue to believe in the
  product for as long as the endorser is used in
  the advertisements.
• the endorsement must be attached to the EXACT
  SAME product. If the product changes in any way,
  the company must notify the endorser, and the
  endorser must continue to use and believe in the
  new or revised product.

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Athlete Endorsements
Its estimated that American businesses pay more
than 1,000,000,000 (one BILLION dollars) to
athletes for endorsements.
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The GOOD

• consumers will buy products endorsed by
  celebrities more often than products that are not
  
• young people copy their role models, the
  endorsers Aaliyah video
• viewers, listeners and fans are less likely to
  turn off a commercial featuring a celebrity than
  a commercial featuring a fictitious character
• consumers tend to believe celebrities, especially
  those with a good public image

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The BAD

• endorsements are very expensive to the sponsoring
  company
• the endorser may not agree to endorse only one
  product (like MJ)
• Multiple Endorsements-Talladega Nights (stop at
  250)
• If the endorser commits a crime or a serious
  social blunder there is the risk of negative
  publicity
• (Kobe Bryant, Randy Moss, Terrell Owens, Britney
  Spears, Courtney Love)
• must be believable
• What would you think if Shaq endorsed the
  Volkswagon Beetle?
• Why do you think Buick wanted Tiger Woods to
  endorse their cars then?

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Controversial Endorsements

• Dennis Rodman
• his behavior offends many people
• He lost a contract with Carls Jr.
• for attacking a photographer
• Pete Rose
• Caught betting on games he
• was involved in (baseball.)
• Kobe Bryant more
• Isnt it Ironic?
• Is Kobe Your Hero?
• October 1, 2003By Maisy Samuelson Alanis
  Morissette could learn a lot about irony from the
  Kobe Bryant sexual assault case. Kobes former
  Sprite commercial used the slogan, Image is
  nothing, thirst is everything, obey your thirst
  to create an image for its product. Endorsers
  once paid 20 million per year for Kobes
  glistening image. Is there enough of that image
  left to save Kobe Bryant?

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What Businesses Look For In An Endorser?

• someone with a positive, charismatic, trustworthy
  image someone respected by consumers
• a celebrity most consumers know
• a celebrity whose career is in process
• someone who presents few risks Yao Ming
  VISA commercial

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OOOO! SNEAKY! Speaking ability, personal
appearance, educational background are not among
the top requirements because these deficiencies
can be remedied with voice coaches and wardrobe
assistants. Yao Ming VISA Commercial
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Unit 3

• Lesson 4
• Public Relations

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Focus

• What behaviors give some students a bad
  reputation?
• What are the images portrayed by athletes with an
  unfavorable image?

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Image is EVERYTHING!
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Public relations

• activities that promote and create a favorable
  public opinion for an individual, organization or
  event
• favorable public relations greater sales

Publicity

• free mention of a product or company in the media

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The Action Plan in Public Relations

• Which forms of media are most appropriate for
  promoting the event or tournament?
• What will be used to create a favorable image for
  the player, team, or event? (charitable event?)
• How will the public relations firm promote the
  event and the cause?

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Read Judgement Call p. 125

• Why do you think Rodman behaves as he does?
• Has this helped or hurt his career?

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• Basketball, hockey and baseball
• strikes have resulted in the
• loss of fan interest.
• ?Fans perceive striking players as poor sports.?

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Sports Heroes?

• multimillion-dollar contracts can turn fans off
• athletes may be perceived to be greedy,
  thoughtless individuals
• athletes can overcome this image by supporting or
  creating their own foundations and charities
• many athletes are spokespersons for special
  causes such as Big brothers/Big Sisters, Special
  Olympics, and the March of Dimes, Childrens
  Miracle Network

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Fans and Image

• When fans have a bad reputation, public relations
  firms have to work harder to ensure that visitors
  have an enjoyable experience.
• Cities with rude fans make visiting fans
  reluctant to attend games in their location.
• Fans known for good sportsmanship are a bonus to
  public relations agencies can confidently
  promote the pleasant experiences visitors are
  likely to encounter both at the sports venue and
  in surrounding areas.

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Unit 3

• Lesson 5
• Community Service

Any human act serving the common good in the
interest of the community. en.wikipedia.org/wiki
/Community_service
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Winning Strategies page 121

• How does the Tiger Woods Foundation advance Tiger
  Woods image?
• How important do you think it is for a winning
  athlete to be involved in charitable acts
  (philanthropy)?

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• Many athletes and celebrities use their public
  figure image to raise awareness and visibility
  for causes they are hoping to improve.
• Many times personal experiences influence what
  charities they represent.

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When a celebrity just by mentions a special
cause

• it gets exposure,
• fans will be more likely to donate money to it,
• fans will be more likely to donate their time to
  it,
• the government will be more likely address it,
• more people will know about it.
• Celebrities must work with public relations firms
  to create press releases about the events and
  charities that will benefit.

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Forms of Community Service

• Volunteer
• This could be signing autographs, appearances,
  helping organization or people (Ch. 5)
• Foundation
• organizations established to maintain, assist, or
  finance other institutions or programs that are
  of an educational, charitable, or social nature

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MN Vikings

• The Viking Childrens Fund is a means for Vikings
  players, coaches, staff and their families to
  focus their community support. Their mission is
  to combine their time and resources, through
  events and appearances, with that of the
  corporate community and fans in an effort to
  support the many needs of children in the Upper
  Midwest. The Viking Childrens Fund grant
  history now totals over 7.1 million dollars.

MN Twins
10/23/2006 431 PM ET Minnesota Twins and Twins Community Fund distribute 4.25 million in support during 2006 season Donations benefit youth baseball and softball organizations as well as other not-for-profits throughout the Upper Midwest, SW Florida and Latin America
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Forms of Community Service

• Fundraising
• Raising money and awareness through tournaments,
  events, dinners, special occasions.
• TwinsFest is an annual fundraiser
• benefiting the Twins Community Fund.
• Since its inception in 1989, TwinsFest
• has raised more than 3 million for
• programs and organizations supported
• by the Twins Community Fund.
• Camps/Workshops/Clinics
• Hours/days/weeks long
• Participants believe they will learn the best
  from the experts

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Opening Act page 128

• Would you like to attend a camp that included
  instruction from a pro?
• Do you think it would be worth extra money?

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Camps/Workshops/Clinics

• Camps are typically longer (a week) and focus on
  many skills
• Workshops are shorter (day or two) and focus on
  one or two skills
• Clinics are typically hours long and focus on one
  aspect of the game

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Camps/Workshops/Clinics must have good marketing
and managing to have success

• parents demand quality for their money
• rely on reputable marketers and organizers for
  success
• promotional materials must be enticing and
  accurate
• Some corporations sponsor camps as a chance to
  get exposure at a young age (and with an athlete
  holding the camp).
• Even camps need a strong business plan and a
  detailed budget.

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Planning an Event

1. Choose a location
2. Solicit for sponsorships
3. Hire staff
4. Promote camp

Scholarship CampThe FastBreak Foundation
Scholarship Camp gives underprivileged youth the
unique opportunity to attend a Timberwolves camp.
Youth are selected from various agencies
throughout the Twin Cities area and are invited
to the week-long camp during the summer.
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Focus p. 133

• What is your favorite sport to play?
• Is there a skill you wish you could focus on to
  improve?

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The End

• Thanks to google image search and Microsoft
  ClipArt for all images.