1. Standard One Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports Sports Marketing Discover the World of Sports Marketing Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

2. Standard One Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports Marketing is a process of bringing together sellers and buyers. What is Marketing?

3. Standard One Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports Exchanges Everyday transactions between producers and consumers Typically trading money for a product or service

4. Standard One Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports Producers Individuals or Companies which have products to be sold. They provide the “supply.” They are willing to exchange the product or service for something of value. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

5. Standard One Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports Consumers Individuals or Companies which have needs to be met and which have something to exchange. They create a “Demand.” They have something to exchange for a product or service and are willing to do so.

6. Standard One Marketing -- The Definition “Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods or services to create exchanges which satisfy individual and organizational objectives.”

7. Standard One W HAT IS M ARKETED ? DURABLE GOODS NONDURABLE GOODS SERVICES IDEAS

8. Standard One What is Marketed? PEOPLE PLACES ORGANIZATIONS

9. Standard One 1 2 3 4 5 11 12 13 1415 16 6 78 9 10

10. Standard One Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports The Elements of Marketing Product or Service Planning Pricing Promotion Distribution (Place) The FOUR P’s OF MARKETING ---- People ---- Often Considered the Fifth P Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

11. Standard One Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports Benefits of Marketing Add UTILITY to goods and services Makes buying convenient Maintains reasonable prices Provides a variety of goods and services Increases production

12. Standard One Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports Sports Marketing Sports Marketing uses marketing elements to meet the goals of a sports property. o Product Strategies o Service Strategies o Pricing Strategies o Promotion Strategies o Distribution Strategies Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

13. Standard One Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports Sports Sports are a source of diversion or physical activity engaged in for pleasure o Can be spectatorship o Can be participation and play

14. Standard One Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports Sports Consumers Consumers exchange money for a “wanted” good or service. Sports Consumers exchange in different ways: o Spectators as Consumers Benefit by watching game Exchange for tickets and entertainment o Participants as Consumers Benefit by playing or participating Exchange for equip. & participation

15. Standard One Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports Sports Producers Sports Producers May Provide: o Events for Participation o Events for Entertainment Viewing o Sporting Goods and Equipment o Licensed Merchandise o Collectables and Memorabilia o Athlete Training o Sports Information o Event Coverage and Distribution

16. Standard One Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports Sports Industry Growth Attendance Growth o $135-350 Billion per Year o Nearly Every Sport and League + Media Coverage and Growth o Main Stream and Alternative Sports Coverage o Coverage Growing with Demand Employment Growth o 4.5 – 6 Million new Jobs from 1999-2001 Global Markets o Expansion of Leagues & Marketing outside of U.S. o Availability of News Media and Sports Reporting Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

17. Standard One Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports Today…. Team Organization o Team Members o Conference o Top 3 Preferred Cities List Information on 1.1 LG Begin Research & Planning

18. Standard One Sports Marketing Marketing Of & Through Sports

19. Standard One What IS Sports Marketing Sports Marketing is the application of marketin principles to sports properties and to non-sports products using sports. Simply: 1.Sports Marketing is the Marketing of Sports 2.Sports Marketing is Marketing Through Sports

20. Standard One Applying marketing Principles to the marketing of a “Sports Property” Sports Properties: o LeagueTeam o AthleteStadium Arena o ProgramEventMeet o CompetitionContest Marketing OF Sports

21. Standard One “Playas” In Mktg OF Sports Teams Leagues Venues Athletes Agents Intermediaries WHAT IS THEIR JOB?

22. Standard One 4 P’s – Marketing OF Sport Planning o Products o Services Pricing Promotions Distribution (Place)

23. Standard One Marketing OF SPORTS

24. Standard One Marketing THROUGH Sports Marketing of Non-Sports products or services using sports as a media Using a team or event for marketing

25. Standard One Borrowed Equity Corporate Marketing Through Sports Utilize the draw of the event for promotion o Within Audience & Through Broadcast Increase Sales Increase Awareness Be More Competitive Reach the Target Market Build Relationships Develop a Corporate Image

26. Standard One 4 P’s – Marketing Thru Sports Planning o Products o Services Pricing Promotions Distribution (Place)

27. Standard One What is Marketed at Sports Events? Sponsor products or services Traded products or services Public Service Announcements (Ideas) Other???

28. Standard One Marketing THRU SPORTS

29. Standard One Event Triangle The model for studying the exchanges developed in Sports Marketing is formatted as an Event Triangle. The Event Triangle emphasizes the relationships between producers and consumers in the sports marketing model.

30. Standard One Event Triangle Components of the Triangle: o EVENT o SPONSOR o FAN C B A

31. Standard One The “Event” The Event is the sporting event which will draw participants, spectators and sponsors. The Event can be amateur or professional. The Event may provide entertainment. The Event may provide an opportunity for exposure for sponsors.

32. Standard One Examples of Events Superbowl NCAA “March Maddness” World Series UHSAA State Playoffs Junior Jazz Championship Tournament Your High School’s Homecoming

33. Standard One The “Sponsor” The Sponsor can use the Event to reach important consumers for the company. The Sponsors can utilize the draw of the Event to market its products or services. The Sponsor can leverage its relationship to further business opportunities. “Borrowed Equity”

34. Standard One The “Fan” The Fan typically attends the Event as a source of entertainment. The Fan usually pays to attend the Event. The Fan may be exposed to promotions for the event and event sponsors.

35. Standard One Exchanges in the Triangle 1 Event   Fan Exchanges o Fan: money o Event: entertainment, merchandise, … exchange FANEVENT SPONSOR

36. Standard One Exchanges in the Triangle 2 Event   Sponsor Exchanges o Sponsor: money, products, services,… o Event: exposure, promotion, sales opportunities, exchange FANEVENT SPONSOR

37. Standard One Exchanges in the Triangle 3 Sponsor   Fan Exchanges o Fan: money o Sponsor: products or services exchange FANEVENT SPONSOR

38. Standard One Event Marketing Concerns Draw Promotion Sales Opportunities Ambush Tactics

39. Standard One The Fan’s Role in Sports Fan = “Fanatic” o Someone who is interested, involved and engaged in the event. Football, Basketball, Baseball, Golf Chess, Darts, Shuffleboard, Curling o Fan is the reason for Sports Marketing IS the power behind success of sports IS the economic force SHAPES the game with attention

40. Standard One Effects of Media Broadcasting on the Event Triangle Expansion of the Target Market Expansion of marketing opportunities Expansion of distribution & consumption of the event and ancillary events. o Examples: Cable, Satellite, Pay-Per-View

41. Standard One Standard One Projects Fantasy Team Organization Team City/Region Research CITY/REGION DRAFT—In Class Team Name Research TEAM COLOR DRAFT—In Class Team Poster– Pennant Team Player Draft Find Examples of Mktg OF Sport Find Examples of Mktg THRU Sport Diagram Event Triangle & Exchanges for an Event