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Sports and Entertainment Marketing Unit 3


Sports and Entertainment Marketing Unit 3 Marketing Through Sports Chapters 4, 5, 6 Unit 3 Lesson 1 Overview Winning Strategies: p. 73 The Fifth P Product, Place ... – PowerPoint PPT presentation

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Title: Sports and Entertainment Marketing Unit 3

Sports and Entertainment MarketingUnit 3
  • Marketing Through Sports Chapters 4, 5, 6

Unit 3
  • Lesson 1
  • Overview

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?

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
  • 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

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

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
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.
Power of a New Market Popularity of Womens
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

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

Unit 3
  • Lesson 2
  • Sponsorships

Sports Events generate from
  • Broadcast rights
  • Ticket sales, concessions, merchandise
  • Sponsorship

  • 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

Some Reasons Companies Use Sponsorship
  • to increase sales
  • to introduce a new product or service to a large
  • 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.

(No Transcript)
  • 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)

Unit 3
  • Lesson 3
  • Endorsements

Opening Act page 89
  • What athletes or coaches can you think of that
    would be good endorsers for products?
  • Why?

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

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

Legal Restrictions on Endorsements (set by the
  • 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.

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

  • endorsements are very expensive to the sponsoring
  • the endorser may not agree to endorse only one
    product (like MJ)
  • Multiple Endorsements-Talladega Nights (stop at
  • If the endorser commits a crime or a serious
    social blunder there is the risk of negative
  • (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?

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?

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

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
Unit 3
  • Lesson 4
  • Public Relations

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


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

  • free mention of a product or company in the media

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?

Read Judgement Call p. 125
  • Why do you think Rodman behaves as he does?
  • Has this helped or hurt his career?

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

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

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.

Unit 3
  • Lesson 5
  • Community Service

Any human act serving the common good in the
interest of the community.
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

  • 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.

When a celebrity just by mentions a special
  • it gets exposure,
  • fans will be more likely to donate money to it,
  • fans will be more likely to donate their time to
  • 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.

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

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
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

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?

  • 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

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
  • promotional materials must be enticing and
  • 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.

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.
Focus p. 133
  • What is your favorite sport to play?
  • Is there a skill you wish you could focus on to

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