1. chapter 9
Sport Marketing
F. Wayne Blann, Ketra L. Armstrong

2. Introduction Marketing is Defining sport marketing Complex
Crucial to overall success
Carries out the mission of the organization
Defining sport marketing
Pitts and Stotlar (2002)

3. Unique Characteristics
Aspects of sport are intangible
Sport is subjective and heterogeneous
Sports are inconsistent and unpredictable
Sport is perishable
Sport involves emotions

4. Mission, Ethics, and Social Responsibility
Need to define
Purpose
Mission statement
Sport marketing practices
Being ethically and socially responsible

5. Purpose Every sport organization has a purpose for existing
Purpose is defined in the mission statement

6. Mission Statement Reflects values and beliefs
Organizational members work together
Writing the mission statement
Being committed to carrying out the mission
Sport marketing plan is derived from the mission statement

7. Sport Marketing Practices
Sport marketing practices should be
Derived from mission statement
Consistent with mission statement
Completed in a socially and ethically responsible manner

8. Being Ethically and Socially Responsible
Being responsible is the best way to position a sport product or event in the market
Being responsible helps ensure long-term marketing success and customer satisfaction

9. Developing a Sport Marketing Plan
Marketing plans serve as road maps or game plans
Marketing plans are key to the success of sport organizations
(continued)

10. Developing a Sport Marketing Plan (continued)
Four primary elements of a marketing plan
Product
Price
Place
Promotion

11. Step 1: Identify the Purpose
Clarify the purpose
Examine the organization’s core values
Have clearly defined, measurable goals and objectives

12. Step 2: Analyze the Sport Product
The sport product is three dimensional
Tangible goods
Support services
Game or event itself
The game or event itself is two dimensional
Core product
Product extensions

13. Step 3: Projecting the Market Climate
Assess the sport climate
Assess the past market climate
Forecast the future market climate
Conduct a SWOT analysis

14. Step 4: Positioning the Sport Product
Definition
Shank (2002)
Objective of positioning
Differentiate from competition
Create a distinctive image
(continued)

15. Step 4: Positioning the Sport Product (continued)
Verbal and nonverbal communications
Logos
Symbols
TV and radio advertisements
PSAs
Press releases
News articles
Feature articles
(continued)

16. Step 4: Positioning the Sport Product (continued)
Distinctive markets
Primary
Secondary
Branding
Name, design, symbol, or any combination
Allows an organization to distinguish and differentiate itself

17. Step 5: Analyzing and Targeting Consumers
In other words, “picking the players”
Market research
Demographic segmentation
Psychographic segmentation
Media preference
Purchasing behavior
(continued)

18. Step 5: Analyzing and Targeting Consumers (continued)
Market segmentation
Create clusters according to selected characteristics
Used to identify target consumers who have similar wants, needs, and interests
Able to identify specific consumers
(continued)

19. Step 5: Analyzing and Targeting Consumers (continued)
Target marketing
Identify specific consumer groups that will most likely buy company’s products
Develop a strategy to reach them
Customize the elements in the marketing mix

20. Step 6: Packaging the Sport Product
Presenting the product in the best possible manner
Packaging the core product
Packaging the product extensions
Licensed merchandise
Sponsorship

21. Step 7: Pricing the Sport Product
Marketers should consider four factors when developing a pricing strategy
Consumer
Competitor
Company
Climate
(continued)

22. Step 7: Pricing the Sport Product (continued)
Determining the value of a product
Consumers have attitudes, preferences, beliefs, and expendable money
Product is unique to each consumer
Prices are based on consumers’ interest, ability, and willingness to commit time and money (continued)

23. Step 7: Pricing the Sport Product (continued)
Final analysis
Determine how consumers perceive the value of the product compared with all competing products
Offer consumers a satisfying consumption experience

24. Step 8: Promoting the Product
Promotions are the most visible aspect of the marketing plan
Advertising
Publicity
Activities and inducements
Public relations
Community relations
Personal selling
Sponsorship

25. Step 9: Placing the Sport Product
Place refers to
Location of the sport product
Point of origin for distributing the product
Geographical location of target markets
Other channels through which target may access product
(continued)

26. Step 9: Placing the Sport Product (continued)
Sport is unique in the way that it is distributed to consumers
Attending sport events
Nationally and globally
Ticket distribution

27. Step 10: Promise of the Sport Marketing Plan
Requires obtaining feedback
From inside sources
From outside sources
Requires analysis and evaluation of feedback
Linkage
Being proactive

28. Challenges and Directions in Sport Marketing
Pressure to increase sales
To generate increased revenues
Risk exaggerating or misrepresenting products
Technology
Rapidly changing
Select technology to stay competitive and remain on the cutting edge
(continued)

29. Challenges and Directions in Sport Marketing (continued)
Nuances in the marketing plan
Hip-hop genre
Consumer diversity
Racial and ethnic influences
National and global markets
Developing appropriate and acceptable intercultural communications