Introduction to Sports Marketing M2N Format Lectures Lectures Workshops Workshops Seminar Seminar Readings Readings Blog Blog Websites Websites How you should use this module How you should use this module

Assessment Presentation – group – week 8 Presentation – group – week 8Themes Individual essay – week 12/13 Individual essay – week 12/13Themes

Expectations READING ARTICLES AND CHAPTERS Most of the material is available on the blog and is user friendly for students You are expected to prepare for seminars by reading articles highlighted and come prepared. LECTURES / SEMINARS / WORKSHOPS By now, we expect student engagement and involvement. Articulating your ideas and views is a very desirable skill.

Sports Marketing is the specific application of marketing principles and processes to sports products and to the marketing of non sports through association with sport. Shank (2009) Sport as entertainment – sport takes us away from our daily routine and gives us pleasure - Beech and Chadwick (2007) Engaging / diverting –WE ARE BEING ENTERTAINED Marketing Orientation – organisations concentrate on understanding the consumer and providing a sports product that meets needs whilst delivering objectives

Growth Sport has become one of the most important and universal institutions in our society. Sport has become one of the most important and universal institutions in our society. Estimated to generate over £300 billion per year – based upon all central and diverse areas (gambling, advertising, sponsorship, etc) SPORT IS EVERYWHERE

The industry Attendance – NFL in 2006 = over 22 millions fans Attendance – NFL in 2006 = over 22 millions fans Media coverage – 2008 Olympics more than 4 billion viewers in 220 countries watched an average of 12 hours coverage Media coverage – 2008 Olympics more than 4 billion viewers in 220 countries watched an average of 12 hours coverage Employment – The UK employs 500,000 people in their £4 billion a year sports industry Employment – The UK employs 500,000 people in their £4 billion a year sports industry Global markets – Growing and especially within untraditional market locations Global markets – Growing and especially within untraditional market locations

Global markets Consumer As spectator As spectator As participant As participant Sponsor as consumer Sponsor as consumer

Global markets The sports product -Goods and events (athletes; arena) -Goods and events (athletes; arena) -Sporting events -Sporting events - merchandise - merchandise - Collectibles & memorabilia - Collectibles & memorabilia - Personal training for sports - Personal training for sports - Fitness centres / health services - Fitness centres / health services - Sports camps - Sports camps

Global markets Sanctioning bodies Sanctioning bodies Sponsors Sponsors Media Media Agents Agents Sports equipment

Summary Employment growth Employment growth Argued that for success, marketing is simply essential and central Argued that for success, marketing is simply essential and central Sport is one of the worlds greatest commodities Sport is one of the worlds greatest commodities Marketing takes different forms Marketing takes different forms Global v local attraction Global v local attraction Consumers or buyers are king…. Consumers or buyers are king….