1. Using Sports to Market Products Lesson 4.1

2. Women of Soccer

3. Marketing Products through sports

8. Using Sports to Market Products Market to your Audience –Wide range of demographic groups enjoy sports Power of Emotional ties –People get emotional feelings toward a sport or an athlete Women on the Scene –Women spend 5 billion a year on sports wear Good market to get into http://www.sportsmarketing20.com/video/spons orship-in-60-seconds-rtr

9. What is a Brand The name word or words, symbol or design that identifies the organization and its products. Brand name- word, letters, or numbers representing the brand that can be spoken. –“Gatorade” “Los Angeles lakers” “The brand is a promise of the value you'll receive.”

10. Branding Terms Trade name- legal name of the company. –Nike, Reebok –Registered brand names and trade names with Patent office becomes a trademark Brand Personality- Attaching human traits to a brand –Nike creates a “winning mentality” with star athletes –Skechers - creates a cool hip brand

11. Branding builds customer loyalty Create an image (personality) for the product Delivers the message clearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer

12. Brand Equity The value that a company realizes from a product with a recognizable name compared to its generic equivalent Consumers are willing to spend more to buy Coca Cola rather than the store brand. Steps to develop equity 1)Develop 2)Link 3)Help

13. Types of Brand and Strategies Manufacturing brands Intermediary brands Generic brands

14. Manufacturing Brands Owned by the producer of the product Strategies used –Multi-product branding Company uses one name for all their products. (Nike hockey, running, golf) –Multi-branding Each product in a product line has a distinctive name. P & G makes: Secret, Old Spice, Sure –Co- branding Two companies partners to produce one product.

18. Intermediary Brands Carries a name developed by the retailer or wholesaler. Sell products to stores with their own private labels. –Cabela & Gander Mountain

19. Developing a Brand Name Simple Offer a benefit Different & positive Reflect an Image Unregistered Name

20. Sponsorship Lesson 4.2

21. Sponsorship Sponsor- a person, organization, or business that gives money or donates products in exchange for public recognition.

23.  “This half-time performance is brought to you by…..”  “AT&T ® Player of the Game…..”  “American Airlines ® Arena”

24. Let’s Sell Some Wheaties The Wheaties Brand Has A Long History of Using An Endorsement Strategy to Influence the Demand for Its Cereal www.wheaties.com/history/champions_list.aspx

27. Why do companies sponsor?  Increase brand loyalty  Create awareness and visibility  Change, enhance or reinforce image  Drive retail traffic  Drive sales and profits  Showcase community responsibility LESSON 8.3 Sponsorship & Endorsements Copyright © 2011 by Sports Career Consulting, LLC Brand Awareness- the ongoing effort of sponsors and advertisers to keep their brand or product at the forefront of fans’ minds Brand Awareness- the ongoing effort of sponsors and advertisers to keep their brand or product at the forefront of fans’ minds

28.  Display brand attributes  Recruit employees and entertain clients  Create merchandising opportunities  Build company awareness  Differentiate products  Associate with particular lifestyles Why do companies sponsor? LESSON 8.3 Sponsorship & Endorsements Copyright © 2011 by Sports Career Consulting, LLC

29. Kodak Their camera & film sold exclusively at Olympics Name included in program Receive positive image & increase sales Kodak stores have displays featuring Olympics Offer a contest or sweepstakes Generate traffic

30. Coca-Cola is a company that has successfully branded their products on an international scale LESSON 8.3 Sponsorship & Endorsements Copyright © 2011 by Sports Career Consulting, LLC IEG estimated that Coke spent roughly $600 million on their sponsorship of the 2010 FIFA World Cup in South Africa

31. Coca-Cola is a company that has successfully branded their products on an international scale LESSON 8.3 Sponsorship & Endorsements Copyright © 2011 by Sports Career Consulting, LLC As a result, Coke’s corporate logo is recognized by 94% of the world while the Olympic rings are recognized by only 92%

32. Types of Sponsorship Signage Entitlements Facility entitlements Product exclusivity 32

33. Types of Sponsorships 1. Signage- signs, floorboards, scoreboards, rotating electronic screens Premium sponsors 2. entitlements – one sponsor for the entire event NASCAR signed 10 yr contract with Nextel, NEC invitational, Sony Open, Nissan Open John Deere Classic 3. Facility Entitlements- Purchase the promotion rights for the entire stadium

34. Types of Sponsorship 4. Product Exclusivity- only your product can be old if you purchase the exclusivity –Only Coca Colas drinks can be sold at Olympic games, only Visa is taken as a form of payment,

35. Types of Sponsorship Signage Is any kind of graphic created to display information to a particular audience Signs, floorboards, scoreboards, rotating electronic screens Entitlements Are the association of a company’s name with the name of an event or facility in exchange for money PGA- The Buick ® Invitational, The Outback Steakhouse ® Pro-Am and The Wachovia ® Championship, NEC invitational, Sony Open, Nissan Open John Deere Classic 35

36. Facility Entitlements Occur when a company purchases the promotional rights to an entire stadium Reliant ® Stadium in Houston, Heinz ® Stadium in Pittsburgh and Lucas Oil ® Stadium in Indianapolis Offers publicity when any event is held 36 Raymond James Financial ®, the stadium entitlement sponsor for the hosting venue of Super Bowl XLIII in Tampa Bay amassed an overall exposure value of $37.3 million from the media coverage leading up to and following the big game. Raymond James Financial ®, the stadium entitlement sponsor for the hosting venue of Super Bowl XLIII in Tampa Bay amassed an overall exposure value of $37.3 million from the media coverage leading up to and following the big game.

37. Product Exclusivity Occurs when only one product in a product category is approved for sponsorship Contract prevents other companies from advertising or selling their product. Coca-Cola ® is the official drink of the Olympics Kodak ® is the official camera of the Olympics 37

38. Endorsements 4.4

39. An endorsement is a statement of approval of a product, service, or idea by a celebrity to promote the company and the company’s products

40. Someone everyone recognizes Someone with few risks and a positive image Someone who is believable Successful career Demographic match Similar qualities to the product In 2008, Dallas Cowboy quarterback Tony Romo signed a five-year, $10 million endorsement deal with STARTER ®, which is believed to be the largest footwear and apparel deal in NFL ® history.

41. Factors Impacting Endorsement Effectiveness Endorser: –Is a High Achiever –Has Believability/Credibility –Is Known –Is Likable/Popular/Admired –Is Recognizable –Provides Ease of Recall –Is Congruent with Target Market –Is Physically Attractive –(Provides Prospect for) Continuity

42. Example Endorsements A few of the athletes Nike ® has endorsed include Tiger Woods, LeBron James and Serena Williams Hanes ® is endorsed by Michael Jordan Canon ® has an endorsement deal with Maria Sharapova Peyton Manning has an endorsement agreement with DirectTV ® 42

43. Guidelines to meet: Reflect an honest opinion. Endorser must have real experience May not contain any deceptive or misleading statements. Endorser must use and continue to use product If product changes, company must inform endorser

44. Disadvantage I use Gatorade McDonalds Nike Rayovac Sara Lee MCI

45. Advantages & Disadvantages Consumers buy more when celebrities endorse it Believe celebrities over common person. Pay more attention to celebrities on TV/Print Very Expensive Endorsing Multiple product produces indifference Negative publicity of a fallen celebrity

46. Tiger Woods But the private conduct - or misconduct - of Tiger Woods has brought with it potentially devastating public consequences to the sport of golf he has come to dominate, consequences that could add up to hundreds of millions of dollar s. Lost 50 million in endorsements Image Clause- contracts are released if your image is tainted due to law or athletic performance

47. Tiger Sponsors $130 Million 08’ Tiger Woods Official Sponsors

48. Consequences Tiger Woods commercials were pulled during is fall from grace revelations. For over 6 months his commercials were not shown even the Chevron World Challenge, which he hosted since 2001.

50. Benefits of Endorsements 50 Sports Organizations Companies Reinforce image Build team spirit Profit Build presence through merchandise Reach a new audience Publicity Revenue Brand awareness Mutual Advantages

51. Risk of Sponsorship Ambush Marketing Sponsorship Clutter Guilt by Association Strike – You're Out A Losing Streak

52. Sponsorship & Endorsements 1) Understand why a company would engage in sponsorship Companies typically use sponsorship as a vehicle to:  Increase brand loyalty  Create awareness and visibility  Change or reinforce image Copyright © 2011 by Sports Career Consulting, LLC LESSON 8.3 REVIEW (ANSWERS)

53. Sponsorship & Endorsements 1) Understand why a company would engage in sponsorship Companies typically use sponsorship as a vehicle to:  Drive retail traffic  Drive sales  Showcase community responsibility  Display brand attributes  Entertain clients and hospitality  Recruit and retain employees  Create merchandising opportunities Copyright © 2011 by Sports Career Consulting, LLC LESSON 8.3 REVIEW (ANSWERS)

54. Sponsorship & Endorsements 1) Understand why a company would engage in sponsorship Companies typically use sponsorship as a vehicle to:  Build company awareness  Differentiate products  Associate with particular lifestyles  Business-to-Business marketing  Distinguish from the competition  Introduce a new product or service to a large audience  Enter new markets Copyright © 2011 by Sports Career Consulting, LLC LESSON 8.3 REVIEW (ANSWERS)

55. Sponsorship & Endorsements 2) Explain what criteria must be met for a sponsorship to be effective Criteria consistent with effective sponsorships include:  Frequent impressions  Sponsorship leverage/activation  Company commitment  Commitment for the right reasons  Communication  Fan (consumer) connection Copyright © 2011 by Sports Career Consulting, LLC LESSON 8.3 REVIEW (ANSWERS)