1. The Fusion of Marketing with Sports & Entertainment
Lesson 2.2
The Fusion of Marketing with Sports & Entertainment
Copyright © 2012 by Sports Career Consulting, LLC

2. LESSON 2.2
What is SEM?
Sports Marketing is the act of using sports as a platform to market products or services and increase sales or the process the of marketing and selling the sports property itself
Copyright © 2012 by Sports Career Consulting, LLC

3. Fundamental Concept of SEM:
LESSON 2.2
What is SEM?
Fundamental Concept of SEM:
Marketing through Sports & Entertainment
vs.
Marketing of Sports & Entertainment
Copyright © 2012 by Sports Career Consulting, LLC

4. Marketing through Sports & Entertainment
LESSON 2.2
What is SEM?
Marketing through Sports & Entertainment
Companies use sports and entertainment as a vehicle to gain exposure for their products
Coca-Cola, McDonald’s, Adidas, Visa, BMW and others spending millions to sponsor the 2012 Olympic Games in London as a tool to brand their product globally on the international stage
Gatorade affiliating its product with athletes like Derek Jeter, Peyton & Eli Manning, Jimmie Johnson, Usain Bolt, Sidney Crosby and Landon Donovan
Copyright © 2012 by Sports Career Consulting, LLC

5. Marketing through Sports & Entertainment
LESSON 2.2
What is SEM?
Marketing through Sports & Entertainment
A CEO entertaining potential customers at a PGA Golf Event in the hospitality area as a sales tool
Copyright © 2012 by Sports Career Consulting, LLC

6. Marketing through Sports & Entertainment
LESSON 2.2
What is SEM?
Marketing through Sports & Entertainment
Companies use sports and entertainment as a vehicle to gain exposure for their products
HP serving as presenting sponsor of the Sundance Film Festival
Apple highlighting Siri’s new sports feature (ability to find scores and schedules for users) as a key selling point for their new mobile operating system
Copyright © 2012 by Sports Career Consulting, LLC

7. Sports & Entertainment
LESSON 2.2
What is SEM?
Marketing through
Sports & Entertainment
Product placement is a tactic companies use to place their products within a particular form of entertainment to gain visibility or exposure
Copyright © 2012 by Sports Career Consulting, LLC

8. Sports & Entertainment
LESSON 2.2
What is SEM?
Marketing through
Sports & Entertainment
Acura being prominently featured in the blockbuster film, “The Avengers”
Judges on the hit show American Idol drinking Coke products during episodes
Copyright © 2012 by Sports Career Consulting, LLC

9. Marketing of Sports & Entertainment
LESSON 2.2
What is SEM?
Marketing of Sports & Entertainment
Marketing of Sports & Entertainment involves the promotion and sales of the sports and entertainment products themselves
The Potomac Nationals baseball club selling special “Holiday” ticket packages
Major League Soccer’s Sporting Kansas City franchise branding the 2012 season with the slogan “Live for It” in celebration of the team’s stadium naming rights deal with the LIVESTRONG foundation
Copyright © 2012 by Sports Career Consulting, LLC

10. Marketing of Sports & Entertainment
LESSON 2.2
What is SEM?
Marketing of Sports & Entertainment
Marketing of Sports & Entertainment involves the promotion and sales of the sports and entertainment products themselves
Disney Studios spending over $100 million in marketing and promotion for the 2012 box office bust John Carter
A country club offering a special rate to increase its membership
Copyright © 2012 by Sports Career Consulting, LLC

11. Marketing of Sports & Entertainment
LESSON 2.2
What is SEM?
Marketing of Sports & Entertainment
Marketing of Sports & Entertainment involves the promotion and sales of the sports and entertainment products themselves
Puma advertising the launch of a new sneaker or shoe line
FieldTurf selling and installing a synthetic grass football field at a local high school
Copyright © 2012 by Sports Career Consulting, LLC

12. LESSON 2.2
What is SEM?
Discussion Topic
Let’s say Adidas invests in a luxury suite at the Staples Center in Los Angeles. Is this an example of the marketing of sports or an example of marketing through sports?
Copyright © 2012 by Sports Career Consulting, LLC

13. LESSON 2.2
What is SEM?
Discussion Topic
The Adidas investment in a luxury suite at the Staples Center arena provides an example of BOTH marketing of sports and marketing through sports
Copyright © 2012 by Sports Career Consulting, LLC

14. Discussion Topic Marketing of Sports:
LESSON 2.2
What is SEM?
Discussion Topic
Marketing of Sports:
The marketing OF sports occurs as the Staples Center marketing staff actively engages in the activity of selling suites to corporations, thereby marketing their products
Copyright © 2012 by Sports Career Consulting, LLC

15. Marketing through Sports:
LESSON 2.2
What is SEM?
Discussion Topic
Marketing through Sports:
Occurs as Adidas uses the suite for events (NBA’s Lakers or Clippers basketball games, Disney on Ice, Rolling Stones Concert, Barnum & Bailey Circus, Harlem Globetrotters, NHL’s Kings, WNBA’s Sparks etc.) to entertain customers, prospective customers and employees
Copyright © 2012 by Sports Career Consulting, LLC

16. Sports Management vs. Sports Marketing
LESSON 2.2
What is SEM?
Sports Management vs. Sports Marketing
Sports management is the study and practice of all people, activities, businesses or organizations involved in producing, facilitating, promoting or organizing any sport-related business or product
Copyright © 2012 by Sports Career Consulting, LLC

17. Sport management areas of
LESSON 2.2
What is SEM?
Sport management areas of
study might include:
Sport law
Facility management
Human resources
Sport governance
Leadership
Copyright © 2012 by Sports Career Consulting, LLC

18. Examples of Sports Marketing
LESSON 2.2
What is SEM?
Examples of Sports Marketing
Tostitos sponsoring the Fiesta Bowl
A MLS team offering payment plan options for
season ticket buyers
The ACC athletic conference agreeing to a 15 year television contract in 2012 with ESPN worth an estimated $3.6 billion
Copyright © 2012 by Sports Career Consulting, LLC

19. Examples of Sports Marketing
LESSON 2.2
What is SEM?
Examples of Sports Marketing
A corporation’s purchase of a courtside tickets in a NBA Arena
A sign or banner displaying a company’s logo at a hockey rink
Coca-Cola paying for “pour rights” at an event or facility
Copyright © 2012 by Sports Career Consulting, LLC

20. Examples of Sports Marketing
LESSON 2.2
What is SEM?
Examples of Sports Marketing
A local restaurant sponsoring the local high school
soccer team
The Goodyear Blimp flying over sporting events
Fans receiving free bobble
head dolls at a baseball game
Copyright © 2012 by Sports Career Consulting, LLC

21. Examples of Sports Marketing
LESSON 2.2
What is SEM?
Examples of Sports Marketing
Nike partnering with Microsoft to launch new fitness technology with Nike+ Kinect Training
Foot Locker stores offering special sales or coupons
to help increase sales
Copyright © 2012 by Sports Career Consulting, LLC

22. Examples of Sports Marketing
LESSON 2.2
What is SEM?
Examples of Sports Marketing
Eli Manning hosting Saturday Night Live
Copyright © 2012 by Sports Career Consulting, LLC

23. LESSON 2.2
What is SEM?
Entertainment Marketing is the process of developing, promoting, and distributing products, or goods and services, to satisfy customer’s needs and wants through entertainment, or any diversion, amusement, or method of occupying time
Copyright © 2012 by Sports Career Consulting, LLC

24. Examples of Entertainment
LESSON 2.2
What is SEM?
Examples of Entertainment
Seeing the Houston Symphony perform at Jones Hall in downtown Houston
Attending a LSU Tigers football game
Reading one of Suzanne Collins’ novels in The Hunger Games trilogy
Copyright © 2012 by Sports Career Consulting, LLC

25. Examples of Entertainment
LESSON 2.2
What is SEM?
Examples of Entertainment
Visiting the Seattle Aquarium
Going to a Zac Brown Band or Adele concert
Listening to the newest Lady GaGa song on your mp3
player
Watching the Broadway musical “Lion King”
Copyright © 2012 by Sports Career Consulting, LLC

26. Examples of Entertainment
LESSON 2.2
What is SEM?
Examples of Entertainment
Going to the Ringling Bros. and Barnum & Bailey circus at the American Airlines Center in Dallas
Disney’s California Adventure park’s 2012 introduction of the new ‘Cars Land’ attraction based on the popular animated hit movie franchise “Cars”
Copyright © 2012 by Sports Career Consulting, LLC

27. LESSON 2.2 REVIEW (ANSWERS)
What is SEM?
1) Explain the two primary types of sports and entertainment marketing
1-Marketing of sports & entertainment
2-Marketing through sports & entertainment
3) Compare and contrast sports marketing and entertainment marketing
Sports are entertainment but several key differences separate the two: sports are unscripted, sports customers are extremely loyal and an emotional attachment is very prevalent in sports
Copyright © 2012 by Sports Career Consulting, LLC

28. Blank Slide Available for Teacher Edits
LESSON 2.2
What is SEM?
Blank Slide Available for Teacher Edits
Copyright © 2012 by Sports Career Consulting, LLC