1. Sports Meets Marketing
Chapter One
Sports Meets Marketing

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Learning Objectives
Describe the characteristics of sports marketing.
Discuss the three roles of marketing in sports organizations.
Summarize the evolution and history of sports marketing.
Describe contributing factors in the growth of sports and sports marketing.
Define the components of the 5P framework of sports marketing.
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Insider
Expert
Tony Ponturo
Sports/Entertainment Consulting
New York advertising – 6 years
Anheuser-Busch – 26 years
Producer Broadway hits
Tony Award
Inaugural member – “Champions” program
Street and Smith’s Sports Business Journal
14th most influential business executive
BusinessWeek Magazine
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Marketing is the activity, set of institutions, and processes for _______, communicating, delivering, and ___________ offerings that have value for customers, clients, partners, and society at large.
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Sports Marketing is the use of marketing for ________, communicating, delivering, and _________ sports experiences that have value for customers, clients, partners, and society.
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Sports Marketing
Marketing of sports
Marketing through sports
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7. Characteristics of Sports Marketing
Affinity advantage
_____________________
Positioning challenge
______________________
Experience-based relationships
_______________________
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8. Figure 1.1 Marketing’s Role in Sports
Catalyst for creating customer value
_________________________________
Develops and nurtures customer relationships
Connects organizations with external environment
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9. Creating Customer Value
Consumption _________
Sacrifices ________
Two options
_________ benefits
_________ sacrifices
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10. Customer Relationships
Marketing influential
Close proximity to customers
Relationship marketing
______________________
Cost of customer acquisition
_______ greater than retention
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Figure 1.2 The Relationship Between External Factors, Marketing Decision, and Customers
External Factors
Marketing Decisions
Competition
Economy
Public Policy
Sociocultural Trends
__________
_____________
____________
Product
Price
Place
Promotion
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12. Sports Marketing Evolution
Monopoly Era ( )
Television Era ( )
Highlights Era ( )
Experience Era (2010-today)
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13. Sports Marketing Growth Factors
Business-Driven Factors
Growth of sports media
_________________________________
Increased interest in sports sponsorships
__________________________________
Desire to build global brands
Inclusion in economic development planning
___________________________________
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14. Sports Marketing Growth Factors
Customer-Driven Factors
Increase emphasis on leisure activities
Introduction of new sports
Increased interest in women’s sports
Increased interest in personal fitness
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15. Figure 1.5 Sports Entertainment Marketing 5 Ps
Positioning
____________ customers
People
Promotion
_____________ customers
Platform
_____________ to customers
Profits
______________ customers
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Positioning
Customer focus
Key marketing tasks
Establish values and mission
Conduct market analysis
Set marketing objectives
Select target markets
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Platform
Bundle of benefits
Brand relationships
Product
Place or distribution
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18. Figure 1.6 The Sports Product
Sporting Goods
Leagues
Teams
Events
Experiential Products
Athletes
Sponsorships
Merchandise
Support Products
Venues
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Promotion
Communication
Customer engagement
Voice of brand
Sponsorships
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Profit
Customer value
Customer satisfaction
Price
Performance measurement
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People
Service culture
Quality of interactions
Front-line employees
Outsourcing
Sports marketing professionals
Preparation
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Insider
Insights
Tony Ponturo
Key differences of sports marketing
Sports team/league project own image
League brand involves many team brands
High media profile
Contrast to entertainment marketing
Strong local/regional appeal
Trends or events shaped sports marketing
Use of playing field for marketing purposes
Evolution of sponsorships
Global reach
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