 Read and respond

What is marketing?  The process of developing, promoting, and distributing goods and services to satisfy customers’ needs and wants What is sports marketing?  Marketing activities designed to satisfy the wants of sports consumers

Sports marketing has two major components:  Marketing of sports Example: Promotion of the Super Bowl, Olympics, Broncos, Indy 500  Marketing through sports Example: Promotion of Nike, Gatorade and Goodyear products using a connection to sports or sports personality

 The sports consumer may play, officiate, watch or listen to sports or read, use, purchase and/or collect items related to sports

 Brainstorm categories of sports products  Sports products include: ◦ Sporting events ◦ Sporting goods ◦ Sports training ◦ Sports information

 An agreement that gives a company the right to use another’s brand name, patent or other intellectual property for a royalty or a fee Licensing example  In sports marketing, a company must pay a fee to use a league’s, team’s or individual’s name, image or logo on a product

 Licensing agreements can apply to just about any product - apparel, key chains, toys, sports equipment, food products, household items, and souvenirs  The licensor must be careful to select products that reflect the image of its brand

 In the past, most licensed sports merchandise could only be purchased at the event venue  Today, licensed merchandise is made available through many channels of distribution – department stores, chain stores, league sponsored retail stores, and the internet

* Reinforce image * Build team spirit * Build presence through merchandise * Reach a new audience *Publicity * Revenue * Brand awareness Sports Organization Companies

Name a product or service that you associate with a sporting event.  Sponsorships are the promotional vehicles that financially support sports events  All of the major sports organizations (NASCAR, PGA, NFL, NHL, MLB, NBA, WNBA, NCAA, Olympics) use sponsorship to fund operationsPGANFL

What do sponsors get from the deal?  Exposure of their products  Ability to reach target market  Enhanced image by associating with certain events

 Promotional packages for sponsors may include licensing rights, stadium promotions, product sampling, signage, product sales, billboards, hospitality opportunities, receptions with athletes, free tickets, and on- site merchandising opportunities.  Additional benefits may include exposure of a sponsor’s products through use by the athletes or organization

Premium sponsorship – pay more to be the official or title sponsor  Entitlements – allows one major sponsor for an event  Facility Entitlements – company purchases the promotional rights to an entire stadium  Product Exclusivity – only one product in a product category is granted sponsorship NASCAR

 Name a product or service that you associate with a sports figure.  An endorsement is a statement of approval of a product, service or idea made by an individual or organization speaking on behalf of the advertiser  Companies pay sports figures so they can use their image on product packaging billboards and collectibles

 Sports figures may also be required to make a set number of public appearances at events sponsored by the company  Association – endorsements may simply involve an association with the product even though there is no direct relationship between the product and athlete Michael Jordan Troy Polamalu Drew Brees

 Demographic Match - A company may choose a sports figure who matches the demographic profile of its customer base  Successful Careers – Top sports endorsers come from all sports, but they have one thing in common – successful careers – some athletes are so outstanding that companies create product lines using the celebrity’s name Michael Jordan

 Image – Endorsements sell products when the endorser has a positive image and is popular  Most endorsement contracts have clauses that will release the company from a contract if the celebrity’s image is taintedimage is tainted

 In a small group, brainstorm who might be a good sports figure to represent PRHS.  Be prepared to justify and explain why you chose the person

 Sales promotions (short term incentives) are used in sports marketing to get consumers excited and interested in attending the sporting events  Colorado Rockies Sales Promotions Colorado Rockies Sales Promotions