Lesson 2.3 Sports ARE Entertainment Copyright © 2013 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 © 2013 by Sports Career Consulting, LLC

LESSON 2.3 What is SEM? Copyright © 2013 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 © 2013 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 © 2013 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 © 2013 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 Major League Baseball / HBO’s ‘Game of Thrones’ ESPN’s ESPY Awards Gorillaz new album / Converse Pacers / Indy 500 promo Copyright © 2013 by Sports Career Consulting, LLC

LESSON 2.3 What is SEM? Integrating Sports with Entertainment Copyright © 2013 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 © 2013 by Sports Career Consulting, LLC It took just six months for ESPNChicago to 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 In 2011, 20th Century Fox engaged in several cross promotional efforts, including a tie-in with TNT and the NBA playoffs and an advertising campaign with Farmers insurance, to promote the release of the film "X-Men: First Class”, yet the film was largely underwhelming at the box office, yielding around $36 million less in its opening weekend than 3 of the other 4 installments of the film’s franchise (the third film, “X-Men”, did just as poorly) Copyright © 2013 by Sports Career Consulting, LLC

LESSON 2.3 What is SEM? Integrating Sports with Entertainment A 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 provides a cautionary tale to marketers considering cross promotional strategies. The league received such opposition from fans and baseball purists that the promo was eventually pulled. Copyright © 2013 by Sports Career Consulting, LLC +=

What is SEM? LESSON 2.3 REVIEW (ANSWERS) Copyright © 2013 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 © 2013 by Sports Career Consulting, LLC