Economy: Sports Marketing Courtney Sharpe and Jamison Sampson
What is sports marketing? -Field of marketing -Advertising, promotion, sales -Sporting events, players, teams -Includes all levels
History Product placement 1870’s tobacco cards Main purpose changes Olympics
Types of Sports Marketing
Commercials
Banners/Logos
Stadiums
Equipment
Sponsorships
Why is it effective? Role models Huge audience Subliminal association with success People are passionate
Who does it effect? Children Fans Ex-athletes with identity crisis Those interested in bettering health
Small Scale Timbits Minor Hockey Sociological Imagination “The vivid awareness of the relationship between personal experience and the wider society.”- C. Wright Mills
Hey Big Spender NASCAR Being a primary sponsor at Sprint cup costs 350, ,000$ per race
Celebrity Endorsements Why? 1. Build brand equity 2. Help people remember Ads 3. Believe the product results in super star status 4. Stand out How?
Strange endorsement deals Tom Brady for Uggs Joe Namath for Beauty Mist Pantyhose Ray Lewis for Snuggie
SUCCESS STORIES Lou Gehrig George foreman Danica Patrick
Jordan Michael Jordan Former NBA Basketball player Best of all time Built brand off himself MajVi4
Scandals “ You could pay tens of millions of dollars to partner these athletes and if you have to abandon this campaign it’s potentially a big loss in your books” – Shaun Crossner
Unrelated Advertising “a 30 second spot during the Super Bowl went for almost 3 million dollars” “Sports Sponsorship accounts for the largest sector of the marketing industry.
Mean Joe Greene First time a non-sport related company used sports for advertising (1979) ?v=-oaiV8MQH7s ?v=yqT1DUBtLcM
Kevin Clancy and Peter Krieg study 2007, 55% of participants when they think of Olympics think of Visa
Advantages/ disadvantages “ sports are near and dear to so many people, they are already passionate about their favorite teams and sport activities, by sponsoring those companies or marketers hope to tap in on a key passion point and gain positive association by supporting this activity that people love” – Bill Chipps
Only one main downside Could cost a million dollars
Case Study Kia motors Allowed kia to reach a large audience Links it to superiority in another field Involved with FIFA 2002 Partner now until 2022
“Sports marketing success lies in predicting the unpredictable” There is no guarantee the product will be successful just by using sports marketing All it guarantees is that a different audience than normal will see the product
References marketing.html marketing.html feab7de.html feab7de.html marketing-to-engage-with- consumers/marketing.html#axzz3qeezOERn marketing-to-engage-with- consumers/marketing.html#axzz3qeezOERn
References racing/nascar/nascar-basics/nascar-sponsorship.htm racing/nascar/nascar-basics/nascar-sponsorship.htm powerful-reach-of-sports-marketing/ powerful-reach-of-sports-marketing/