Presentation on theme: "Chapter 2 – College and Amateur Sports"— Presentation transcript:
1Chapter 2 – College and Amateur Sports Sports Marketing
2OBJECTIVES:Explain the importance of the NCAA and team rankings to college sportsDefine market segmenationDiscuss the growing market surrounding women’s college athleticsEQ: What are the five different segments of market segmentation?
32.1 Marketing College Athletics Effects of Collegiate SportsA winning college team has economic implications not only for its school but also for the community, region, and state.University offers products/services to fans, but fans also expect an adequate number of hotel rooms, restaurants, gas stations, and shopping malls, etc.
4Effects of Collegiate Sports (cont’d) Media attention – can benefit a college community from the success of its primary sports programPromotion – any form of communication used to inform, persuade, or remind consumers about an organization’s goods or servicesExamples – promotions to attract alumni back to homecoming games, having a concert/special event after a game, half-time events:Hockey shotPrank half-court shot
5Effects of Collegiate Sports (cont’d) Marketers strive to promote a strong public image of the team.Print schedule cards to distribute to studentsPromotional posters around campus of sports teamsApparel and other merchandise
6Rules and RankingsNational Collegiate Athletic Association (NCAA) -governing body of most college and university athletic programs.creates and enforces guidelines and rules that schools must follow in order to remain in good standing.PSU sanctions-Guidelines:recruitment, gender equity, scholarships, gambling prohibitions, and many ethical issues.
7NCAA guidelinesAny college or university may join the NCAA if it meets the following four conditions:1. it obtains accreditation by the recognized accrediting agency of its region.2. it offers at least four intercollegiate sports for men and four for women (one in each of the three traditional seasons).3. it complies with all NCAA rules.4. it cooperates with the NCAA enforcement program and accepts penalties imposed by that program.-NCAA serves as a magnet for important sponsors such as: American Express, Holiday Inn, Hershey’s, Penzoil
8College Team RankingsDetermined by sports magazines and nationally recognized sports enthusiastsBased on past team performance, talent, team schedules, and personal preference.Occur before the season begins each year.Companies fill sports mags, etc. with ads for their products/services because fans enjoy reading these publications.
9Why So Much Emphasis?A highly ranked team builds excitement and strong attendance, creating fan loyalty, major tv exposure, and more revenue for the college.
10Why So Much Emphasis? (cont’d) Post-season bowl games pay participating schools enormous amounts of money.Bowl Championship Series (BCS)-Was established to pair the two best college football teams at the end of the seasonThere are four BCS sponsored bowls (Rose, Orange, Sugar and Fiesta) and one Championship gameHighly disputed because there is no playoff system, teams are picked by their rankings and some say, favoritism.
11Why So Much Emphasis? (cont’d) The four BCS bowls paid each participating team $13.5 million in 2003.28 bowls paid more than $170 million to schools and their conferences at the end of the 2002 football season.Think there is any incentive to get into a bowl game now?
12Being #1 Has Lingering Effects A championship can bring favorable national recognition after the celebration is long over.Retailers carry national champs sportswear and memorabiliaBeing the “official sportswear manufacturer” for a national champ is GREAT advertising!
13**Market Segmentation** market segment — is a group of individuals within a larger market that share one or more characteristics.Example – Sports Illustrated magazine putting different sports stars on the cover in different parts of the countryExample - millions of people in the US enjoy football, but a smaller group specifically enjoys the Philly Eagles. A media guide covering the Eagles will be sold out in the PA market, but would flop in Dallas.
14Five Elements of Market Segmentation 1. Geographic segmentation—dividing the markets into physical locations, such as eastern, northern, southern, and western regions of the US or the urban and rural areas of a state.-can occur within a single city-sports fans are likely to be loyal to their own region when purchasing products.
15Five Elements of Market Segmentation Demographic Segmentation—focuses on information that can be measured such as income, profession, gender, and education
16Five Elements of Market Segmentation Psychographics—focus on characteristics that cannot be measured, such as attitudes and lifestyle choices.“Holy Day” Ballgame?Consumers make decisions on emotions – they will spend more money on a team’s clothing after a win than a loss
17Five Elements of Market Segmentation Product Usage—reflects what product you use, how often, and why.marketers use this info. to encourage you to use your preferred products more often or to try new, similar, or competing products.
18Five Elements of Market Segmentation Benefits Derived—the value people believe they receive from the product or service.Enjoyment received from a good game or from a sweatshirt with a team logo rather than the same sweatshirt with no logo.
19Women’s College Sports 1981—formal recognition from the NCAA. Nineteen championship events were added to women’s sports programs.*1987—NCAA’ s Women’s Enhancement Program created.offered opportunities for:post-grad scholarshipsinternships at the NCAA national officecareer help for women who want to continue in intercollegiate athletics after their playing eligibility is over.
20Women’s college sports (cont’d) Increased fan supportWith NCAA recognizing women’s college sports, attendance has gone up like crazyMarketing opportunities in women’s sportsBefore - clothing, beauty products, jewelry, etc.Now – soccer shoes, field hockey sticks, golf clubs, bats, racing bikes.
21Chapter 2.2 – Economic Impact of College Athletics Sports Marketing
22OBJECTIVES:Understand the benefits of college sports to the home communityIdentify benefits of sponsorship and licensing to a teamExplain the reaons for realignment of college conferencesEQ: How does a sports team benefit a community?
23Opening Act pg. 41A college sporting event provides a perfect setting for advertising all kinds of goods and services.Sponsors have banners throughout the stadium, are announced during the game, or are listed in the game program.
24Benefits to the Community Good for TownStrong business salesTickets sponsored by local businesses and major corporationsCar dealer promotions having coach/player at their dealershipGood for StadiumMajor sporting events hold captive audienceVendors can charge high prices for food and beverages.
25SponsorshipAll about financing or generating revenue for college programCorporations benefit selling their prods/servicesName-brand apparel is visibleHope that fans will go out and buy that brand because the players are seen wearing itUse creative promotional strategies
26Licensing-Legal right to reproduce a team’s logo in exchange for paymentMission of Athletic Licensing OfficeProtect the use of name and symbolsEnsure the public can properly identify and associate logosSales increase after national championshipUpdating logo increases salesEach item containing logo provides income to the universityPSU Licensing Office
27Conference Realignment Conference- Group of college teams within the same regionCreated in order to have playing associations of manageable sizesAssign competing teams in organized and fair mannerEX: Big 12, PAC 10, SECChanges are made to increase revenue and television share
29Objectives Discuss marketing and sponsoring of amateur sports Understand the economic benefits of amateur sportsEssential Question – How are amateur sports marketed?
30Popularity of Amateur Sports Amateur Athlete-someone who does not get paid but plays for enjoyment, challenge, or bothCan be of any agePhysical challenges are not prohibited
31Marketing and Sponsoring Must have top quality equipmentMust have money necessary to competeSignificant income for the following:Athletic uniformsShoesEquipmentLawn chairsPortable stadium seatsCoolers
32Promoting Amateur Sports LocallyFundraising charities, marathonsBusiness sponsor local teams on uniformsNationalTV shows, movies, athletes and media start carry out promotional strategies
33Economic Benefits Fastest Growing Amateur Sports Soccer (wholesome athletes & families)Ice Skating (rinks in shopping malls)Basketball (Pickup games)Baseball/Softball (tournaments)Fans are limited to just watching professional sports, but almost anyone can participate in amateur sports.