Aim: Using Sports to Market Products

Market Audience Size A wide range of demographic groups enjoy sports A wide range of demographic groups enjoy sports There are a number of different sports that attract a number of different audiences There are a number of different sports that attract a number of different audiences Young Market - X Games Young Market - X Games Older Men – Golf Older Men – Golf Young Women - Basketball Young Women - Basketball

The Audience Many businesses want to align themselves with a sports team or athlete Many businesses want to align themselves with a sports team or athlete Sport events attract more viewers and participants than any other form of entertainment today Sport events attract more viewers and participants than any other form of entertainment today Sports sponsors are willing to pay a great deal of money to advertise during sporting events Sports sponsors are willing to pay a great deal of money to advertise during sporting events An audience full of avid fans are captive An audience full of avid fans are captive If they want to see the team, the game, or the athlete, they have to see the advertisements If they want to see the team, the game, or the athlete, they have to see the advertisements

The Power of Emotional Ties Millions of people feel intense love, hate, joy, or disappointment over sports Millions of people feel intense love, hate, joy, or disappointment over sports Some enjoy the intrigue of the skill and psychology of the players Some enjoy the intrigue of the skill and psychology of the players Some are proud that their city has a professional sports team Some are proud that their city has a professional sports team Some are emotionally involved with their own performance or that of their children Some are emotionally involved with their own performance or that of their children A sports team becomes a member of a person’s life A sports team becomes a member of a person’s life When the Cleveland Browns moved to Baltimore in 1995, fans wept openly at losing their team When the Cleveland Browns moved to Baltimore in 1995, fans wept openly at losing their team Art Model received hate mail and bomb threats because of it Art Model received hate mail and bomb threats because of it The elation after a victory is also powerful The elation after a victory is also powerful Fans often storm the field after a big win in college football or college basketball Fans often storm the field after a big win in college football or college basketball You feel as though you won that game You feel as though you won that game Many fans will overlook an athlete’s tasteless or criminal behavior as long as he or she can still score or is on “my team” Many fans will overlook an athlete’s tasteless or criminal behavior as long as he or she can still score or is on “my team” Ex: Pedro Martinez, Terrell Owens, Roger Clemens, etc.

Power of New Markets The rising popularity of women’s athletics is causing companies to take a closer look at their marketing campaigns The rising popularity of women’s athletics is causing companies to take a closer look at their marketing campaigns WNBA draws over 8,800 people per game WNBA draws over 8,800 people per game Women make 80% of all purchasing decisions Women make 80% of all purchasing decisions Women also spend more than $5 billion a year on sportswear Women also spend more than $5 billion a year on sportswear Companies have started to rethink their campaigns to attract more of this money Companies have started to rethink their campaigns to attract more of this money Men still have a large portion of the promotion and endorsement dollars, but women are closing the gap Men still have a large portion of the promotion and endorsement dollars, but women are closing the gap Williams sisters, Michelle Wie, Sue Bird, Mia Ham, etc Williams sisters, Michelle Wie, Sue Bird, Mia Ham, etc