1. (Nature of Sport Marketing)
The Wide, Wide World of Sport Marketing
(Nature of Sport Marketing)
Marketing LAP 5

2. A B The Wide, Wide World of Sport Marketing
(Nature of Sport Marketing) A
Explain the nature of the sports industry. B
Explain the concept of sports marketing and its effect on society.

3. A
Explain the nature of the sports industry.

4. Sports marketing affects everyone and everything!
How has it affected you?

5. Categories of the Sport Product
The sporting event
Sporting goods
Personal training
Sports information

6. The Sporting Event The event itself: The athletes
Intangible
Perishable
The athletes
The facility or location

7. Sporting Goods
Tangible, manufactured products
Clothing and equipment

8. Sporting Goods
Licensed merchandise
Collectibles and memorabilia

9. Personal Training
Camps
Fitness centers
Lessons

10. Sports Information News about teams, events, schedules, statistics
Found through sources such as:
Print
Internet
Radio
Television

11. Consumers of Sports Unorganized participants Organized participants
Spectators
Sponsors

12. Unorganized Participants
No rules to follow
Free participation— whenever and however you want

13. Organized Participants
Ruled by governing body
Two types:
Amateur—not paid to play
Professional— paid to play

14. Spectators Observers of the sporting event Types: Individuals
Corporations

15. Sponsors
Businesses that pay to associate with a team or event

16. B
Explain the concept of sports marketing and its effect on society.

17. Segments of the Sports-Marketing Industry
Marketing the sport event
Marketing sport goods and services
Marketing other products through the use of sports
Marketing products to sporting events

18. Marketing the Sport Event
Influences you to:
Join a specific health club
Watch a game on TV
Buy tickets to a game
Play a sport
Uses pricing, promotion, and distribution to persuade you

19. Marketing Sport Goods and Services
Influences you to purchase:
Products you need to participate in sports
Licensed merchandise and other sport-related items
Has a retail focus

20. Marketing Other Products Through the Use of Sports
Includes sponsorships
Sometimes involves creating a specific event (5k race)

21. Marketing Products to Sporting Events
Influences sports businesses to buy the products they need to operate
Example: everything needed to run a swim facility

22. Growth of the Industry
Sports become more popular because of marketing.
Marketing opportunities increase with the growth of sports!

23. Personal Benefits of Sports
Job opportunities
Health advantages
Recreation
Entertainment

24. Local Community Benefits
Economic boost
Image boost

25. Society Benefits Revenue generation Industry growth
Economic prosperity

26. How have sports and sports marketing influenced you this week?
How have they influenced your community?

27. Sponsorships for high-school athletics
Should "questionable" businesses be considered?

28. Acknowledgments Original Developers:
Sarah Bartlett Borich and Lelia Ventling, MBAResearch
Version 2.0
Copyright © 2013
MBA Research and Curriculum Center

29. Digital-based photography sources:
Thinkstock
Various images used in this presentation are ©2012 Thinkstock. All rights reserved.

30. Copyright:
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