Lesson 2.3 Sports ARE Entertainment Copyright © 2010 by Sports Career Consulting, LLC

LESSON 2.3 What is SEM? Sports ARE Entertainment! Sports are a form of entertainment Entertainment may be presented in the form of sports  Watching a Broadway show  Listening to music on an mp3 player  Watching a movie  Watching a football game  Playing a game of soccer Copyright © 2010 by Sports Career Consulting, LLC

LESSON 2.3 What is SEM? Copyright © 2010 by Sports Career Consulting, LLC Technology’s Impact on SEM Sports ARE Entertainment “I believe sports is entertainment. I know there’s athletic excellence. But when I watch a game-let’s say I’m watching Charles (Barkley’s) show on (TNT)-it’s not just for the athletic excellence. Every piece of information is available in that telecast: scores, highlights, standings, analysis-0-right? I watch it because it’s entertaining. It’s about being entertained. It’s about being consumed. You’re a consumer, and you’re consumed by the entertainment, you’re engaged by the entertainment.” - PETER GUBER

LESSON 2.3 What is SEM? Differentiating Between Sports & Entertainment Sports are “unscripted” Copyright © 2010 by Sports Career Consulting, LLC Unscripted: Consumers of sports do not know the outcome of the event in which they are participating

LESSON 2.3 What is SEM? Differentiating Between Sports & Entertainment Sports entertainment relies heavily on emotion Copyright © 2010 by Sports Career Consulting, LLC Consumers of sports products have an emotional investment or interest in the outcome of the event (winning vs. losing, close games vs. “blow outs”)

LESSON 2.3 What is SEM? Differentiating Between Sports & Entertainment Sports expose differences in customer loyalty Customer Loyalty: A customer decision to become a repeat consumer of a particular product or brand Copyright © 2010 by Sports Career Consulting, LLC

LESSON 2.3 What is SEM? Integrating Sports with Entertainment Cross Promotion: The convergence of two entertainment properties working together to market products or services Super Bowl Half-Time Shows ESPN’s ESPY Awards Universal Studios partnering with the Dodgers to promote the park's new King Kong attraction TNT tapping pop stars Jamie Foxx and Justin Timberlake to lead a marketing campaign for the 2010 NBA playoffs Copyright © 2010 by Sports Career Consulting, LLC

LESSON 2.3 What is SEM? Integrating Sports with Entertainment Copyright © 2010 by Sports Career Consulting, LLC Variety.com reports that a significant factor in ESPN’s successful launch of its Chicago-based website on all things Windy City was cross promotion, suggesting the cable company used “plenty of cross-promotion as a way to attract listeners to the site” Cross promotion can be an effective sales and branding tool for all parties involved

LESSON 2.3 What is SEM? Integrating Sports with Entertainment Copyright © 2010 by Sports Career Consulting, LLC By July of 2010, ESPNChicago has become the city’s top sports site, attracting about 590,000 unique visitors in the month of June alone while the city’s historic newspaper company’s (Chicago Tribune) online sports section drew just 455,000 unique visitors

LESSON 2.3 What is SEM? Integrating Sports with Entertainment Copyright © 2010 by Sports Career Consulting, LLC Ratings for the 2010 Tour de France increased 83% on the Versus network through the first nine days of competition. Versus President Jamie Davis credited part of the ratings jump on cross-promotion during its coverage of the NHL Stanley Cup Playoffs.

LESSON 2.3 What is SEM? Integrating Sports with Entertainment In the summer of 2009, MLB partnered with Walt Disney Pictures and Jerry Bruckheimer Films to cross promote the 3-D comedy G-Force, this time determined to push the promotion cautiously. Five years earlier the league badly botched a Spider-Man 2 promotion in which MLB had planned to feature the Spider-Man logo on each base during the All-Star Game. The league received such opposition from fans and baseball purists that the promo was eventually pulled. Copyright © 2010 by Sports Career Consulting, LLC +=

What is SEM? LESSON 2.3 REVIEW (ANSWERS) Copyright © 2010 by Sports Career Consulting, LLC 1) Compare and contrast sports marketing and entertainment marketing Sports are entertainment but several key differences separate the two: sports are unscripted, sports customers are extremely loyal and an emotional attachment is very prevalent in sports

LESSON 2.3 What is SEM? Blank Slide Available for Teacher Edits Copyright © 2010 by Sports Career Consulting, LLC