1. Using Sports to Market Products

2. Audience Typical Young market-X Games Baby Boomers-personal fitness

3. Stats Golfers 1970-11.2 million 1997-24.7 million Sports Programming 1971-800 hours 1992-1,800 hours Before cable expansion

4. Why are sports so powerful? More money is spent on sports than any other recreational pursuit Mental energy Emotional ties Green Bay Packers vs. Bears Cleveland Browns-hate mail and bomb threats New Markets-Women Sports Women make 80% of all buying decisions Spend $5 billion/year on sports wear 1971-1 in 29 vs. 1998-1 in 3

5. How Companies Decide Hire outside firms Some have own sports marketing group ESPN Chilton Sports Poll Largest firm Demographic data Advice on how to attract a market

6. What is a sponsor? A person, organization, or business that gives money or donates products and services to another person, organization, or event in exchange for public recognition USA GymnasticsPGA Olympic Total Partners

7. The X Games Who were the sponsors? Why?

8. Nokia Sugar Bowl Who are the sponsors? Why

9. Why Sponsor? Increase sales Introduce new product Compete for many customers in one place Identify with target market Earn goodwill Commitment to community Enter new markets Entertain clients or customers Enhance companies image

10. What do sponsors need? A return-a profit ($) from the sponsorship