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

Standard One 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.”

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

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

Standard One What is Marketed?  GOODS  SERVICES  IDEAS  PEOPLE  PLACES  ORGANIZATIONS

Standard One 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)  People (Target Market)

Standard One Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports Benefits of Marketing  Add UTILITY to goods and services oMakes buying convenient oMaintains reasonable prices oProvides a variety of goods and services  Forms of Utility oPlace oPrice oForm oInformation oPossession

Standard One 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.

Standard One 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 oCan be spectatorship oCan be participation and play

Standard One 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: oSpectators as Consumers  Benefit by watching game  Exchange for tickets and entertainment oParticipants as Consumers  Benefit by playing or participating  Exchange for equip. & participation

Standard One Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports Sports Industry Growth  Attendance Growth  Media Coverage and Growth  Employment Growth  Global Markets

Standard One Sports Marketing Marketing Of & Through Sports

Standard One What IS Sports Marketing  Sports Marketing - the application of marketing principles to sports properties and to non-sports products using sports.  Simply: 1.Sports Marketing is the Marketing of Sports 2.Sports Marketing is Marketing Through Sports

Standard One  Applying marketing Principles to the marketing of a “Sports Property”  Sports Properties: oLeague oTeam oAthlete oStadium/Arena oProgram/Event/Meet oCompetition/Contest Marketing OF Sports

Standard One “Playas” In Mktg OF Sports  Teams  Leagues  Venues  Athletes  Agents  Intermediaries WHAT IS THEIR JOB?

Standard One Marketing THROUGH Sports  Marketing of Non-Sports products or services using sports as a media

Standard One Borrowed Equity  Utilize the draw of the event for promotion oWithin Audience & Through Broadcast  Increase Sales  Increase Awareness  Be More Competitive  Reach the Target Market  Build Relationships  Develop a Corporate Image

Standard One Event Triangle  The model for studying the exchanges developed in Sports Marketing

Standard One Event Triangle  Components of the Triangle: oEVENT oSPONSOR oFAN Sponsor Fan Event

Standard One The “Event”  The Event is the sporting event which will draw participants, spectators and sponsors.

Standard One The “Sponsor”  Use the Event to reach important consumers for the company.  Can utilize the draw of the Event to market its products or services.  Can leverage its relationship to further business opportunities.

Standard One 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.

Standard One Event Marketing Concerns  Draw  Promotion  Sales Opportunities  Ambush Tactics

Standard One 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.