Sports Marketing Profile Categories of Sports 2

Chapter Objectives Define sports marketing. Identify the different categories of sports. Differentiate between amateur sports and professional sports. Discuss the significance of international sports. Explain the significance of women’s sports. 3

Sports Appeal and Marketing People spend time and money on sports because they feel excitement and are entertained by the competition and spectacle of sports. Sports marketers sell sports, games, and services to these fans. Case Study p 53 4

Sports Appeal and Marketing The two major components of sports marketing are: sports marketing all the marketing activities designed to satisfy the needs and wants of sports consumers The marketing of sports Marketing through sports 5

A Brief History In 1923, Wilson Sporting Goods signed professional golfer Gene Sarazen to a deal that lasted until Sarazen passed away in 1999. William “Bill” Veeck was inducted into the Baseball Hall of Fame for his innovations in sports marketing. Linking athletes to corporations was the brainchild of agent Mark McCormack. Arnold Palmer connection McCormack- started International Management Group (IMG) Arnold Palmer Figure 3.1 6

Careers in Sports Marketing Examples of jobs in sports marketing include: Scriptwriter Producer Ticket agent Luxury-box sales representative Food and merchandise sales representative Group-ticket salesperson 7

From X-Games to E-Tainment The cyber-revolution has positioned the Internet as a major channel for sports marketing. Case in point: ESPN Internet Ventures. From its humble beginnings in 1979 as a small cable Operating an e-tail business on an electronic channel—the Web—can be costly, due to design, delivery, returns, and operating expenses. Though Many larger dot-com companies crashed in the 1990’s, small stores like Harris Cyclery of West Newton, Massachusetts, actually increase sales using a basic Web site. Today, a third of Harris’s bicycle business rides in on the Web to get hard-to-find parts and personal service. Describe an e-business’s home page to your class after viewing one through marketingseries.glencoe.com. TV station in Bristol, Connecticut, the Entertainment and Sports Programming Network evolved into ESPN, Inc. Then ESPN.com became the hub of ESPN on the Internet, covering sports business news, also offering video games, e-tail stores, ESPN magazine, and more. ESPN 3 For more information on sports and entertainment marketing, go to marketingseries.glencoe.com. 8

Define sports marketing. 1. Define sports marketing. Name a pioneer of sports and marketing and identify his or her contribution. Name three jobs in sports marketing. 2. Quick Check Answers It is marketing activities designed to satisfy the needs and wants of sports consumers. Answers may vary; one possible answer is Wilson Sporting Goods which signed professional golfer Gene Sarazen to the longest running endorsement deal. Answers may include the following: scriptwriter, producer, ticket agent, luxury-box sales representative, food and merchandise sales representative, group-ticket salesperson, sports agent. 3. 9

Variety of Sports Sports and sporting events can be classified into the following categories: Amateur High school College Professional Interest in levels other than professional- Why?? March Madness (pureness, play for love of game), regional affiliation Amateur vs. Professional 10

Amateur and Professional Sports Sports consumers are not attracted only to professional sporting events. A sports consumer finds interest in the sport and not just the classification or level of sport. 11

Amateur Sports High school, college, or any recreational player is considered an amateur athlete. amateur athlete a person who does not get paid to play a sport Amateur sporting events attract a large number of fans, attention, and money. Youth soccer tournament- sponsors, sales etc. AAU tourney or showcase- colleges present, entrance fee Rec sports- encourage community involvement, exercise, financial contributions etc. 12

High School Sports The goal of the National Federation of State High Schools Association (NFHS) is to make sure that students benefit from a balanced educational and athletic experience. In many communities, high school sports are a source of pride and part of tradition. Regional influences affect the popularity of sports in the United States. Community morale, 13

College and University Sports Sporting events at the college level are very popular and extremely competitive in all regions. NCAA a national organization that governs college athletics and oversees important decisions pertaining to athletics The National Collegiate Athletic Association (NCAA) posts its guidelines and rules on its Web site at www.ncaa.org. NCAA- prohibits players from accepting any form of payment, regulates marketing of sporting events; created Divisions based on student population, financial stability and player ability Ranking has economic impact higher divisions draw larger crowds (for most part) Use March Madness as marketing of apparel and school 14

Professional Sports The income of a professional athlete is paid for by his or her employer, who is the team or organization. professional athlete an athlete has the will and ability to earn an income from a particular sport Professional athletes also have the opportunity to earn income from endorsements. Hot Property p. 61 15

Professional Sports Teams in professional sports are considered fully functional businesses. It is the main purpose of teams to get the best players in order to win events and attract fans who will purchase tickets and merchandise. Gillette Stadium owned by Robert Kraft- 2 large clubhouses sponsored by Fidelity Investments, McDonald’s in the stadium 16

Other Categories of Sports Other categories of sports include: Olympic Games Athletes with disabilities International sports Women’s sports Extreme sports 17

Olympic Sports The first Olympic game was held in 776 B.C. The Olympic Games grew and continued to be played every four years until they were abolished in 393 A.D. The Olympic Games were revived in 1890. The International Olympic Committee (IOC) plans the games and oversees issues and decisions. The Amateur Rule was overturned in 1986. 18

The Wide World of Paralympics The Paralympic Games are Olympic-style games for athletes with disabilities. In 1968, Eunice Kennedy Shriver organized the First International Special Olympic games. Special Olympics currently serve one million people in more than 200 programs in more than 150 countries. Parlympic Controversy Boosting- spinal cord injury participants; raises blood pressure and oxygenated to muscles; blood break toes, block catheter, crush scrotum 19

International Sporting Events Popular sports around the world include: Soccer (the World Cup) Biking (the Tour de France) Cricket Rugby The Wide World of Sports Tour de France (28 days 2,200 miles) Each of these sports provides entertainment to the sports consumer and new challenges to sports marketers. 20

Women’s Sports The status of women in sports has advanced in the 20th century. As early as 1932, Olympic gold medalist Mildred “Babe” Didrikson Zaharias not only excelled at most sports, she was also an impressive sports promoter. 21

Women’s Sports On June 23, 1972, the enactment of Title IX, the Education Amendment, advanced girls’ participation in sports. 22

Women’s Sports On June 23, 1972, the enactment of Title IX, the Education Amendment, advanced girls’ participation in sports. Title IX a law that bans gender discrimination in schools that receive federal funds Women’s amateur and professional sports organizations have taken substantial steps in involving women in sports. 23

Extreme Sports Extreme sports are relatively new to sports-marketing efforts. extreme sports sports that involve nontraditional, daring methods of athletic competition Corporations have begun to market products toward a new target market by promoting extreme sport drinks, clothing, and other merchandise. What types of products are popular to market to participants in extreme sports? 24

Sports Categories Sports Paralympics Amateur High School College Professional Extreme Recreational Olympics Sports 25

What are the four main categories of sports? 1. What are the four main categories of sports? Which category is the most costly and marketed of all categories? List three other categories besides professional and amateur sports that reflect the “wider” world of sports. 2. Quick Check Answers amateur sports, high school sports, college and university sports, and professional sports professional sports Answers will come from the following: Olympic sports, paralympics, international sporting events, women’s sports, and extreme sports. 3. 26

Checking Concepts Define sports marketing. 1. 2. Marketing of sports involves television and radio advertisements that are used to promote an actual event or game, like the Super Bowl, the Indianapolis 500, or the Olympics. Marketing through sports occurs when companies, such as Nike or Gatorade, promote their products to the consumer by using a connection to sport (typically using a sport personality). 2. Answers may include amateur sports, professional sports, high school sports, college and university sports, Olympic sports, Paralympic sports, international sports women’s sports, and extreme sports. 3. Sports marketing is all the activities designed to meet the needs and wants of sport consumers through exchange processes. 1. 2. Explain the differences between the marketing of sports and the marketing through sports. Checking Concepts Answers Sports marketing is all the activities designed to meet the needs and wants of sport consumers through exchange processes. Marketing of sports involves television and radio advertisements that are used to promote an actual event or game, like the Super Bowl, the Indianapolis 500, or the Olympics. Marketing through sports occurs when companies, such as Nike or Gatorade, promote their products to the consumer by using a connection to sport (typically using a sport personality). Answers may include amateur sports, professional sports, high school sports, college and university sports, Olympic sports, Paralympic sports, international sports women’s sports, and extreme sports. Identify the different categories of sports. 3. continued 27

Checking Concepts Explain why the sports consumer is not just attracted to professional sports. 4. An amateur athlete has the desire to play but does not get paid, while a professional athlete has the will and ability to earn a living playing sports. 5. Some international sports may include soccer, basketball, jai alai, bicycle racing, cricket, and rugby. 6. Sports consumer may be interested in the noncommercial, competitive nature of amateur sports. 4. 5. Name one difference between an amateur athlete and a professional athlete. Checking Concepts Answers Sports consumer may be interested in the noncommercial, competitive nature of amateur sports. An amateur athlete has the desire to play but does not get paid, while a professional athlete has the will and ability to earn a living playing sports. Some international sports may include soccer, basketball, jai alai, bicycle racing, cricket, and rugby. Name five or more international sports. 6. continued 28

Checking Concepts Critical Thinking 7. Identify one significant female athlete in sports history. Extreme sports attracts fans because it involves nontraditional, daring methods of athletic competition. Media exposure through ESPN and promotional efforts by star extreme athletes have also contributed to the growing popularity of those sports. 8. Athletes may include Babe Zaharias, Billie Jean King, Martina Navratilova, and others. 7. Critical Thinking 8. Discuss some factors that contribute to the popularity of extreme sports. Checking Concepts Answers Athletes may include Babe Zaharias, Billie Jean King, Martina Navratilova, and others. Extreme sports attracts fans because it involves nontraditional, daring methods of athletic competition. Media exposure through ESPN and promotional efforts by star extreme athletes have also contributed to the growing popularity of those sports. 29

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