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History of Sports

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History of Sports & Entertainment Marketing Questions What do you know about the history of sports & entertainment marketing? Can you name the people who were ... – PowerPoint PPT presentation

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Title: History of Sports


1
History of Sports Entertainment Marketing
2
Questions
  • What do you know about the history of sports
    entertainment marketing?
  • Can you name the people who were instrumental in
    the fields?
  • What do disco beer have to do with the history
    of sports entertainment marketing?
  • Do you feel marketing sports or entertainment is
    easier, more fun, or more glamorous than
    marketing auto parts or telephone service, why?

3
Brief History of Leisure
  • Sports entertainment marketers have always sold
    participation in sports and entertainment events
    to consumers.
  • Consumers are the people who use the
    product/service.
  • The growth of the industries has relied on
    consumers with free time, discretionary income,
    and a desire for recreation.
  • Discretionary income - used to spend during
    your free time
  • Consumer - A person who purchases goods and
    services for personal use.

4
Brief History of Leisure
  • Thomas Edison invented the KINETOSCOPE in the
    late 1890s.
  • Kinetoscope early motion picture exhibition
    device
  • The Kinetoscope

5
Brief History of Leisure
  • Eadweard Muybridge- 1878
  • Was asked to settle a bet Do all four hooves
    leave the ground when horses run?
  • First movie ever made

6
Pastime.
  • In America, organized sports and entertainment
    used to be a pastime just for wealthy
    consumers.
  • In the mid- to late 1800s, only the wealthy had
    the time and money needed to go to the theater,
    ballet, horse races, or tennis.
  • The working classes had little time away from
    daily labor.

7
Entertainment for Everyone
  • Thanks to public transportation, working class
    families could go across town to see an opera or
    game.

8
William Bill Veeck (1914-1986)(Veeck-
pronounced VEK as in wreck)
  • Key figure in the development of sports
    marketing.
  • In the 1940s, he owned baseball teams
  • Can you name them?
  • Also drafted the first African-American player to
    the American League
  • What was his name?

9
Answers
  • The teams were the Cleveland Indians and the
    Chicago White Sox.
  • The American League hired Larry Doby in 1947,
    weeks after Jackie Robinson joined the Brooklyn
    Dodgers of theNational League.

10
Veecks Innovations
  • Bill Veeck was best known for his sports
    marketing innovations.
  • Believed the consumer wanted to be involved in
    more than just the final score.
  • Master of non-price promotion anything extra
    customers receive that is included with the
    purchase of a ticket
  • Inventor of bat day
  • Themes like ladies day

11
Veeck as in wreck
  • Everyday was Mardi Gras and every fan was
    king.
  • He recognized the need to market something other
    than the core product.
  • Give-a-way days had problems!
  • May hinder souvenir or concession sales.
  • Cap day should have a cap that doesnt resemble
    the souvenir that you would normally buy!

12
Ill-conceived promo event
  • Veeck created a 10 beer night in Cleveland in
    1974.
  • The Story
  • Drunken fans consumed an estimated 60,000 cups
    of beer -- sold for 10 cents each.
  • What was the result in that promotion?

13
The Result
  • Drunken, unruly fans stormed the field during the
    game
  • Ultimately led to the forfeiting of the game!

14
Disco Demolition Night
  • Bill Veeck, who owned the White Sox from 1958-61,
    bought the team again in December 1975 and tried
    every gimmick in his vast repertoire to lure
    people to the ballpark.
  • The players wore shorts on the field.
  • Showers were installed in the bleachers.
  • And then, of course, there was Disco Demolition
    Night.
  • Disco Demolition Night was held on July 12, 1979,
    at Comiskey Park.

15
Disco Demolition Night
  • The Sox would sell 98-cent tickets to any fan
    bringing a disco record to Comiskey Park and
    between games of a doubleheader, the records
    would be burned.
  • It resulted in the White Sox forfeiting the
    second game to the Detroit Tigers as about 6,000
    fans poured onto the field, drinking beer,
    ripping up the turf, and improvising fires.
  • The field was destroyed, thirty-seven fans were
    arrested, and Bill Veeck quit his job in
    embarrassment.

16
Disco Demolition Night
17
This disaster is still remembered!
Disco Night Video
18
His other ideas
  • Fireworks
  • Dazzling scoreboards
  • Special-event nights
  • Free giveaways
  • Fans Managers Night
  • Fans voted on who would start and could even vote
    on play calls during the game

19
Small person at the Plate
  • In 1951, his second year with the Browns, Veeck
    was looking for something different to celebrate
    the 50th anniversary of the American League.
  • He thought this was the perfect time to send a
    small person to the plate. Through a booking
    agency, he found Eddie Gaedel, who was
    three-foot-seven-inches tall and 65 pounds.
  • He actually signed Gaedel to a contract and paid
    him 100. It would be a one-time deal and then
    Gaedel's baseball career was over.

20
(No Transcript)
21
Early Days of TV and Marketing
  • Nine TV Stations and fewer than 7,000 working TV
    sets after WWII.
  • In October 194525,000 people came (over a three
    week period) to Gimbels Dept. Store in
    Philadelphia to watch the first large scale
    demonstration of TV
  • The show was various NBC shows
  • In the same year, the American Association of
    Advertising Agencies (AAAA) encouraged TV
    advertising.
  • TV changed marketing in a BIG way.

22
Light up!
  • Cigarette manufacturers were one of the first
    industries to advertise widely on television.
  • They had deep pockets and could afford to gamble
    on a new advertising medium, footing the bill for
    a host of early classic television programs.
  • Ironically, in just a few short decades, they
    were cast away from the medium they helped create.

23
Did You Know?
  • Tobacco companies are spending more than 12.5
    billion a year on advertising and promotion but
    U.S. sales actually fell nearly 5.5 percent from
    2000 to 2005.
  • In 2011, the tobacco industry spent 8.4 billion
    on cigarette advertising!
  • Every day, 2000 kids light up for the first time.

Who is this?
24
Vendors
  • Vendors are the sellers of products.
  • They compete for a share of the money people
    spend on recreation.

25
Sports has
  • Produced TV channels, movies, books, video games,
    theme restaurants, fashion trends, and magazines
  • This blurs the line between sports and
    entertainment industries
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