Standard 1.1 Discover the World of Sports Marketing Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Standard One Students will discover the world of sports marketing and the use of marketing to promote sports and non-sports businesses in sports. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

What is Marketing? Marketing is a process of bringing together sellers and buyers. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Exchanges Everyday transactions between producers and consumers Typically trading money for a product or service 2 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Producers Individuals or Companies which have products to be sold. They provide the “supply.” They are willing to exchange the product or service for something of value. 3 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Consumers Individuals or Companies which have needs to be met and which have something to exchange. They create a “Demand.” They have something to exchange for a product or service and are willing to do so. 4 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Marketing -- The Definition “Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods or services to create exchanges which satisfy individual and organizational objectives.” Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

What is Marketed? DURABLE GOODS NONDURABLE GOODS SERVICES IDEAS 8, 9 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

What is Marketed? PEOPLE PLACES ORGANIZATIONS Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

1 3 5 2 4 9 6 7 8 13 11 12 10 16 14 15 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

The Elements of Marketing Product or Service Planning Pricing Promotion Distribution (Place) The FOUR P’s OF MARKETING ---- People ---- Often Considered the Fifth P 5. 6. 7 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Benefits of Marketing Add UTILITY to goods and services Makes buying convenient Maintains reasonable prices Provides a variety of goods and services Increases production Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Sports Marketing Sports Marketing uses marketing elements to meet the goals of a sports property. Product Strategies Service Strategies Pricing Strategies Promotion Strategies Distribution Strategies                                                    Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Sports Sports are a source of diversion or physical activity engaged in for pleasure Can be spectatorship Can be participation and play Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Sports Consumers Consumers exchange money for a “wanted” good or service. Sports Consumers exchange in different ways: Spectators as Consumers Benefit by watching game Exchange for tickets and entertainment Participants as Consumers Benefit by playing or participating Exchange for equip. & participation Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Sports Producers Sports Producers May Provide: Events for Participation Events for Entertainment Viewing Sporting Goods and Equipment Licensed Merchandise Collectables and Memorabilia Athlete Training Sports Information Event Coverage and Distribution Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Sports Industry Growth Attendance Growth $135-350 Billion per Year Nearly Every Sport and League + Media Coverage and Growth Main Stream and Alternative Sports Coverage Coverage Growing with Demand Employment Growth 4.5 – 6 Million new Jobs from 1999-2001 Global Markets Expansion of Leagues & Marketing outside of U.S. Availability of News Media and Sports Reporting Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Marketing Of & Through Sports Sports Marketing Standard 1.2 Marketing Of & Through Sports Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

What IS Sports Marketing Sports Marketing is the application of marketin principles to sports properties and to non-sports products using sports. Simply: Sports Marketing is the Marketing of Sports Sports Marketing is Marketing Through Sports 1 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Marketing OF Sports Sports Properties: Applying marketing Principles to the marketing of a “Sports Property” Sports Properties: League Team Athlete Stadium Arena Program Event Meet Competition Contest 10. 11 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

“Playas” In Mktg OF Sports Teams Leagues Venues Athletes Agents WHAT IS THEIR JOB? Agents #21 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

4 P’s – Marketing OF Sport Planning Products Services Pricing Promotions Distribution (Place) 10 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Marketing OF SPORTS              Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Marketing THROUGH Sports Marketing of Non-Sports products or services using sports as a media Using a team or event for marketing 12 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

4 P’s – Marketing Thru Sports Planning Products Services Pricing Promotions Distribution (Place) Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

What is Marketed at Sports Events? Sponsor products or services Traded products or services Public Service Announcements (Ideas) Other??? Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Marketing THRU SPORTS Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Borrowed Equity Corporate Marketing Through Sports Utilize the draw of the event for promotion Within Audience & Through Broadcast Increase Sales Increase Awareness Be More Competitive Reach the Target Market Build Relationships Develop a Corporate Image 13 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Event Triangle The model for studying the exchanges developed in Sports Marketing is formatted as an Event Triangle. The Event Triangle emphasizes the relationships between producers and consumers in the sports marketing model. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Event Triangle A C B Components of the Triangle: EVENT SPONSOR FAN 14 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

The “Event” The Event is the sporting event which will draw participants, spectators and sponsors. The Event can be amateur or professional. The Event may provide entertainment. The Event may provide an opportunity for exposure for sponsors. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Examples of Events Superbowl NCAA “March Maddness” World Series UHSAA State Playoffs Junior Jazz Championship Tournament Your High School’s Homecoming Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

The “Sponsor” The Sponsor can use the Event to reach important consumers for the company. The Sponsors can utilize the draw of the Event to market its products or services. The Sponsor can leverage its relationship to further business opportunities. “Borrowed Equity” Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

The “Fan” The Fan typically attends the Event as a source of entertainment. The Fan usually pays to attend the Event. The Fan may be exposed to promotions for the event and event sponsors. Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Exchanges in the Triangle 1 Event   Fan Exchanges Fan: money Event: entertainment, merchandise, … exchange FAN EVENT SPONSOR 15 17 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Exchanges in the Triangle 2 Event   Sponsor Exchanges Sponsor: money, products, services,… Event: exposure, promotion, sales opportunities, exchange FAN EVENT SPONSOR 16 18 19 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Exchanges in the Triangle 3 Sponsor   Fan Exchanges Fan: money Sponsor: products or services exchange FAN EVENT SPONSOR 17 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Event Marketing Concerns Draw Promotion Sales Opportunities Ambush Tactics 20 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

The Fan’s Role in Sports Fan = “Fanatic” Someone who is interested, involved and engaged in the event. Football, Basketball, Baseball, Golf Chess, Darts, Shuffleboard, Curling Fan is the reason for Sports Marketing IS the power behind success of sports IS the economic force SHAPES the game with attention Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Effects of Media Broadcasting on the Event Triangle Expansion of the Target Market Expansion of marketing opportunities Expansion of distribution & consumption of the event and ancillary events. Examples: Cable, Satellite, Pay-Per-View 38 Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports

Standard One Projects COLORADO 21 Fantasy Team Organization Team City/Region Research CITY/REGION DRAFT—In Class Team Name Research TEAM COLOR DRAFT—In Class Team Poster– Pennant Team Player Draft Find Examples of Mktg OF Sport Find Examples of Mktg THRU Sport Diagram Event Triangle & Exchanges for an Event 21 COLORADO Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports