© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 1 CHAPTER 2 CHAPTER 2 Marketing Basics Marketing College Athletics Economic Impact of College Athletics Amateur Sports

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 2 LESSON 2.1 LESSON 2.1 Marketing College Athletics GOALS Explain the importance of the NCAA and team rankings to college sports. Define market segmentation. Discuss the growing market surrounding women’s college athletics.

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 3 Effects of Collegiate Sports A winning team has economic implications for school, community, region, and state Fan expectation Promotion of organization’s goods and services

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 4 Rules and Rankings National Collegiate Athletic Association (NCAA)—the governing body of most college and university athletic programs Creates and enforces guidelines and rules NCAA Corporate Partners

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 5 College Team Rankings Why so much emphasis? #1 has lingering effects

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 6 Market Segmentation Market segment—a group of individuals within a larger market that share one or more characteristics

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 7 Five Elements of Market Segmentation Geographic segmentation Demographic segmentation Psychographics Product usage Benefits derived

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 8 Women’s College Sports NCAA Women’s Enhancement Program Increased fan support Marketing opportunities in women’s sports

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 9 LESSON 2.2 LESSON 2.2 Economic Impact of College Athletics GOALS Understand the benefits of college sports to the home community. Identify benefits of sponsorship and licensing to a team. Explain the reasons for realignment of college conferences.

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 10 Benefits to the Community Good for town business Hotels Restaurants Retailers Good for stadium business Food/restaurants Gift shops

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 11 Sponsorships and Licensing Sponsorships Generating revenue Name-brand apparel Create goodwill Licensing License—the legal right to reproduce a team’s logo in exchange for payment Protect the use of the name and symbols Identify and associate logos

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 12 Conference Realignment Conference—a group of college athletic teams within the same region Increase revenues Create new rivalries Playoff games generate additional revenue

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 13 LESSON 2.3 LESSON 2.3 Amateur Sports GOALS Discuss marketing and sponsoring of amateur sports. Understand the economic benefits of amateur sports.

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 14 Popularity of Amateur Sports Amateur athlete—someone who does not get paid but plays for enjoyment, challenge, or both

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 15 Marketing and Sponsoring Amateur Sports Provides significant income for manufacturers Minivan and sport utility vehicle Retro sports jerseys

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 16 Local Promotion of Amateur Sports Fund-raising charity events High school athletic teams

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 17 National Promotion of Amateur Sports Promotion used to elevate the attention of consumers Lance Armstrong and Subaru

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 18 Economic Benefits Minnesota’s example Minnesota Amateur Sports Commission Create economic development through amateur sports Create maximum opportunity for sport participation Establish Minnesota as a national model for the Olympic and amateur sport movement

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 2SLIDE 19 Economic Benefits of Specific Sports Ice skating Soccer Basketball Baseball and softball