1.06 POSITION PRODUCT/SERVICES TO ACQUIRE DESIRED BUSINESS IMAGE

BRAND AWARENESS Brand is defined as all the combined impressions and experiences associated with a particular person, company, organization, good, or service. A team name, mascot, and logo are some of the physical images that create brand awareness or recognition among the public.

BRAND AWARENESS

LICENSED SPORTSWEAR The distribution of licensed sports apparel is an effective way to create team and brand awareness. Sports marketing involves planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services related to sports or athletes to achieve individual or organizational goals. For example, golfer Tiger Woods wears Nike apparel and does television commercials for various Nike products. Woods reinforces potential Nike brand recognition each time he wears a Nike logo shirt or hat during a televised golf tournament.

LICENSED SPORTSWEAR A sports team that permits a clothing company to print the team logo on sweatshirts and then sells the sweatshirts to consumers is an example of distributing licensed sports apparel. Consumers who purchase and wear the clothing are promoting a specific team which creates brand awareness. Corporations sponsoring sporting events use their name to increase brand recognition, NOT to decrease it. High-profile athletes who endorse particular products tend to increase product recognition.

LICENSED SPORTSWEAR

BRAND EQUITY Brand equity is the positive feelings of goodwill toward a brand that accumulates over time when customers' expectations are consistently met. Fan loyalty to star athletes, popular coaches, and winning records (performance) tend to stabilize brand equity for a team over time. Tradition, reputation, and strength of schedule are organization- related factors that affect brand equity. UNC legend Dean Smith was held in high respect by college basketball lovers. Coach K has had the chance to coach teams for the Olympics. Seeing them so much on TV gives a fan the sense he/she actually knows them.

LEGENDS

LICENSING – TRADEMARKED PROPERTY Trademarked property is the foundation for the licensing process. All teams and sports events must copyright their names, logos, slogans, and graphics in order to legally protect them. Neglecting to do so means other companies could use the name and logo without permission. Without a copyright, a company cannot make money from licensing.

LICENSING – TRADEMARKED PROPERTY NASCAR is a licensor to a licensee who produces earrings using the NASCAR name and logo. Converse shoes are branded products (not licensed products – no license involved). Wheaties cereal box is an example of endorsement (use of celebrities), and the Wells Fargo golf tournament is an example of sponsorship.

PROMOTION Branded Product Testimonial Sponsorship Licensed Product

ROYALTIES Royalties are a % of actual sales. Once the guarantee is paid off, licensors start receiving royalties, usually anywhere from five to fifteen %. To qualify as a potential NFL licensee, you must be a manufacturer and not a distributor/middleman. You must also demonstrate the ability to pay the minimum royalty guarantee of about $100,000 a year and the ability to generate enough sales to meet the annual minimum guarantee on a long-term basis. Auburn University more than doubled its royalties from licensed merchandise sales after winning a national football championship. Merchandise royalties at Auburn surged to $5.3 million for from $2.5 million a year earlier.

NATIONAL CHAMPIONSHIP

UNIVERSAL APPEAL OF SPORTS The universal appeal of sports is the main advantage sports licensors have over other types of licensors in the international marketplace. Soccer is the most popular sport in the world, but it isn't the main cause for successful international sports licensing. Just because a foreign country is wealthy does not mean that the money goes to buying licensed sports products.

UNIVERSAL APPEAL OF SPORTS Success in the U.S. does not necessarily mean an advantage for licensing overseas. The U.S. market has become more and more saturated, making international licensing more of a necessity to make money.

ENDORSEMENTS Some endorsements involve paying celebrities to use their pictures on a product or label or to appear at an event. This is a way of endorsing a product or event simply by being associated with it. The celebrity doesn't say the product or event is great, but that is what consumers usually think. An example is a celebrity attending a grand opening to attract customers. Endorsing an event simply by being associated with it does NOT involve appearing in a print ad, saying a tournament is great, or cheering for a football team. Cereal boxes are used as endorsements by athletes.

ENDORSEMENTS

TESTIMONIAL A testimonial is a statement by an identified user of a product proclaiming the benefits received from the use of the product. A celebrity who is paid to use a product and discuss its effectiveness during a lengthy TV commercial, or infomercial, is actually giving a testimonial for the product. During the infomercial, the celebrity explains why the product is good and why consumers should buy it. During an infomercial, the celebrity usually follows a script rather than making a personal observation.

TESTIMONIAL

CROSS-PROMOTION Cross-promotion occurs when a celebrity endorses more than one product, or products for another company. Then, all the companies gain from the increased awareness because consumers associate the celebrity with all the products. An example of cross-promotion is a celebrity appearing in a commercial for a soft drink while wearing a certain brand of clothing and holding a certain brand of tennis racquet. All products benefit, although the commercial is actually for the soft drink. Another example, mobile phone network may work together with a popular music artist and package some of their songs as exclusive ringtones - promoting these ringtones can benefit both the network and the artist.

CROSS-PROMOTION What cross-promotion is not: Public relations is a function of business designed to establish good relations between the business and the public. Team-building is the use of cooperative efforts among employees and management to accomplish company goals and objectives. Personal selling is the form of promotion that determines client needs and wants and responds through planned, personalized communication that influences purchase decisions and enhances future business opportunities.

CROSS-PROMOTION MJ is paid to promote Gatorade – but the Bulls benefit as well, as he has on a Bulls’ jersey

PROFESSIONALS PROMOTING SPORTS PRODUCTS Celebrity endorsers are often considered to be particularly effective promoting products related to their sport. Their endorsement has a certain amount of authority because they know a lot about those products. Consumers assume they know about the products because they are prominent in that particular sport. Athletes usually are not necessarily effective in promoting products simply because of their background, education, or lifestyle. In fact, their background and lifestyle may be controversial and have a negative effect on endorsements. (Lance Armstrong)

Phelps Promotes Swimming – James Promotes Basketball

NAMING RIGHTS Purchasing the naming rights to a facility/event is very expensive. Because it often provides an exclusive association with the sport/event organization, the purchaser receives high amounts of exposure. In addition, an exclusive relationship is more likely to reduce media clutter and increase name recognition. An organization purchasing naming rights generally makes the investment to create or maintain a certain image.

NAMING RIGHTS However, the purchase does NOT guarantee fan-base loyalty will increase. Fan-base loyalty is driven by many factors including team performance. Purchasing naming rights to a facility does NOT reduce the need to pursue other promotional activities.

MERCEDES-BENZ SUPERDOME

NAMING RIGHTS - SPONSOR A sponsor is a business that pays to associate its name/products with a sporting event. To encourage businesses to sponsor events, sports organizations sometimes offer a business the right to include its name with the name of the event. For example, McDonald's sponsors several golf events, and its name is part of the title, such as the McDonald's LPGA Championship. In return for the naming rights, the business pays a significant amount of money that helps to support the event.

SPONSORS Sponsors DO NOT receive a % of the profits. In fact, their financial contribution often is needed to make the event POSSIBLE. Sponsors ARE NOT partial owners. They can decide at any time to withdraw financial support, which means the event needs to find another sponsor.

NAMING RIGHTS - COLLEGE It is very expensive for colleges to build new sport facilities. Selling naming rights is one way for to offset the construction expenses. By allowing an individual or business to buy the right, the college may not need to increase ticket prices/college tuition to pay for the construction. Naming rights often sell for millions of dollars. Although it is possible an individual or business would purchase the rights for a sport facility to honor a former student-athlete, it is more likely a business would buy the rights for promotional purposes, such as media exposure.

NAMING RIGHTS - COLLEGE Selling naming rights might create buzz and publicity for the college or university for a short period of time, but short-term publicity won't cover the costs of building a multi- million dollar facility. Fans attend sporting events because they support their school and team, NOT BECAUSE they like the name of the building.

NAMING RIGHTS - COLLEGE UNC Kenan Stadium, Chapel Hill, NC Wells Fargo Arena, Arizona State, Tempe, Arizona

REVIEW

58.The team name, mascot, and logo are important elements that a sport/event organization uses to create & maintain: A.financial accountability. B. Brand awareness C.image extension. D.market segmentation.

58.The team name, mascot, and logo are important elements that a sport/event organization uses to create & maintain: A.financial accountability. B. Brand awareness C.image extension. D.market segmentation.

59.Which of the following statements is true regarding sports marketing? A. Corporations sponsor sporting events to decrease their brand recognition. B.The distribution of licensed sports apparel is an effective way to create team and brand awareness. C.The use of high-profile athletes to endorse products does not increase brand recognition. D.Sports marketing encompasses only the radio and television media.

59.Which of the following statements is true regarding sports marketing? A. Corporations sponsor sporting events to decrease their brand recognition. B.The distribution of licensed sports apparel is an effective way to create team and brand awareness. C.The use of high-profile athletes to endorse products does not increase brand recognition. D.Sports marketing encompasses only the radio and television media.

60.Team related factors that affect brand equity include: A. schedule, coaches, and reputation. B.tradition, performance, and star athletes. C.performance, coaches, and star athletes. D.star athletes, schedule, and tradition

60.Team related factors that affect brand equity include: A. schedule, coaches, and reputation. B.tradition, performance, and star athletes. C.performance, coaches, and star athletes. D.star athletes, schedule, and tradition

61.The basis for the licensing process is: A.the fans. B. Manufacturing. C.trademarked property. D.sponsorship.

61.The basis for the licensing process is: A.the fans. B. manufacturing C.trademarked property. D.sponsorship.

62.Which of the following is an example of a licensed product: A.NASCAR earrings B.Buick Invitational golf tournament C. Converse shoes D.Wheaties cereal box featuring an athlete

62.Which of the following is an example of a licensed product: A.NASCAR earrings B.Buick Invitational golf tournament C. Converse shoes D.Wheaties cereal box featuring an athlete

63.What are royalties? A. A % of expected sales B. A % of actual sales C. A % of union dues D. A % of taxes

63.What are royalties? A. A % of expected sales B. A % of actual sales C. A % of union dues D. A % of taxes

64.Sports marketers have an advantage over all other types of licensors in the international marketplace because: A. soccer is so popular B. sports are universally appealing C. foreign countries are usually wealthy D. they already make so much money in the U.S. market

64.Sports marketers have an advantage over all other types of licensors in the international marketplace because: A. soccer is so popular B. sports are universally appealing C. foreign countries are usually wealthy D. they already make so much money in the U.S. market

65.Which of the following is an example of a celebrity endorsing an event simply by being associated with A. Saying a tournament is great B. Attending a grand opening C. Appearing in a print ad D. Cheering for a football team

65.Which of the following is an example of a celebrity endorsing an event simply by being associated with A. Saying a tournament is great B. Attending a grand opening C. Appearing in a print ad D. Cheering for a football team

66.A celebrity who is paid to use a product and discuss its effectiveness during a lengthy TV commercial is giving a(n): A. personal observation B. testimonial C. interview D. Sales promotion

66.A celebrity who is paid to use a product and discuss its effectiveness during a lengthy TV commercial is giving a(n): A. personal observation B. testimonial C. interview D. Sales promotion

67.A celebrity’s appearance in a commercial for a soft drink while wearing a certain brand of clothing and holding a certain brand of tennis racquet is an example of: A. Cross-promotion B. Public relations C. Team-building D. Personal selling

67.A celebrity’s appearance in a commercial for a soft drink while wearing a certain brand of clothing and holding a certain brand of tennis racquet is an example of: A. Cross-promotion B. Public relations C. Team-building D. Personal selling

68.Athletes are often considered to be particularly effective promoting products related to their: A. Education B. Background C. Sport D. Lifestyle

68.Athletes are often considered to be particularly effective promoting products related to their: A. Education B. Background C. Sport D. Lifestyle

69.A primary reason large businesses purchase the naming rights to a new sport/event facility is because it: A. Usually increases spectator fan-base loyalty levels B. Is the least expensive way to create name recognition C. Reduces the need to engage in other promotional activities D. Provides exclusivity and has potential to maximize exposure

69.A primary reason large businesses purchase the naming rights to a new sport/event facility is because it: A. Usually increases spectator fan-base loyalty levels B. Is the least expensive way to create name recognition C. Reduces the need to engage in other promotional activities D. Provides exclusivity and has potential to maximize exposure

70.What might a sports organization offer a business to encourage that business to sponsor an event? A. Naming rights B. Percent of profits C. Partial ownership D. Free advertisement

70.What might a sports organization offer a business to encourage that business to sponsor an event? A. Naming rights B. Percent of profits C. Partial ownership D. Free advertisement

71.A primary reason many colleges sell the naming rights for their new football stadiums or basketball arenas is to: A. Help pay for construction costs B. Honor a former student-athlete C. Create publicity for the new facility D. Encourage fans to attend sports events

71.A primary reason many colleges sell the naming rights for their new football stadiums or basketball arenas is to: A. Help pay for construction costs B. Honor a former student-athlete C. Create publicity for the new facility D. Encourage fans to attend sports events