SPORTS AND ENTERTAINMENT MARKETING 4/17/2017 CHAPTER 5 Public Images 5.1 Public Relations 5.2 Fans 5.3 Publishing and Speaking Engagements CHAPTER 5 CHAPTER 5

LESSON 5.1 Public Relations GOALS Discuss the importance of positive public relations for sports. Explain how public relations firms assist in creating favorable images. Evaluate how athletes can affect public perceptions. CHAPTER 5

Image Is Everything Public relations—the arm of marketing that concerns itself with creating a favorable public opinion for an individual or organization CHAPTER 5

An Image Is Born Famous athletes expected to be role models who portray a positive image CHAPTER 5

An Action Plan Which forms of media are most appropriate for promoting the event or tournament? What will be used to create a favorable image for the player, team, or event? How will the public relations firm promote the event and the cause? CHAPTER 5

The Bigger Picture Sporting event locations needs an attractive presentation Businesses need to maintain a reputation for excellence Athletes, events, and locations must maintain positive relationships with the community and with fans CHAPTER 5

Special Events Goodwill—a general willingness to work with or assist a person or organization based on a positive reputation or relationship Keeping the customer happy Making public relations work CHAPTER 5

Keeping the Customer Happy Problems must be solved to create an enjoyable experience for visiting fans Transportation and traffic Accommodations Police protection Quality attractions CHAPTER 5

Making Public Relations Work Put customers first Personal service & relationships CHAPTER 5

Athletes and Public Goodwill Sports heroes Athletes support or create their own foundations and charities Spokespersons Raising funds and awareness Fans and image Friendly locals create many benefits for their communities CHAPTER 5

GOALS List the advantages of fan clubs to both fans and athletes. LESSON 5.2 Fans GOALS List the advantages of fan clubs to both fans and athletes. Discuss the importance of marketing research before undertaking a licensing agreement. CHAPTER 5

Fan Clubs Fans give athletes loyalty, positive media attention, and a following A fan club offers a perfect opportunity to build a positive image Benefits of fan clubs Products Special events Discounts Outings or seminars CHAPTER 5

Licensing and Merchandising License—allows companies to produce, distribute, and sell official merchandise Royalties—a negotiated percentage of all gross sales of the particular products CHAPTER 5

Licensing in Collegiate Sports Increased demand for officially licensed university memorabilia Many universities have initiated trademark licensing programs Quality control measures CHAPTER 5

“Evergreens” Products that remain valuable from year to year Sports trading cards CHAPTER 5

Success and New Features Equal Sales New trends New athletes Changing positions of teams Consumer demand CHAPTER 5

Predicting the Market Licenses are expensive to obtain Investment in designing, manufacturing, shipping, and distribution Marketing and promotion merchandise Tracking inventory CHAPTER 5

Successes in the Market Official sponsors of events of leagues CHAPTER 5

LESSON 5.3 Publishing and Speaking Engagements GOALS Explain how a sports figure can be successful in the lecture circuit. Describe the steps in the creation of popular sports books. CHAPTER 5

Motivational Speaking Many athletes extend their association with sports through speaking engagements Aids to success The price of motivation Ongoing success CHAPTER 5

Writing Their Stories Extend a sports career profitability Broadening the audience Target audience Larger audience because of universal themes and concerns CHAPTER 5

The Publishing Process Ghostwriter Book prices determined by public demand and the extend of distribution Author receives a royalty Literary agent—an individual who, for a percentage of the sales, will plan the marketing campaign and book appearances CHAPTER 5