1. Differences in Marketing Sports and Entertainment Events

2. Differences in Marketing For example: Entertainment Based on creative ideas that can be fashioned to fit the tastes of a target audience. Sports Based on athletic ability and competition

3. Differences Between Sports & Entertainment Consumer loyalty Product Revenue stream

4. Differences in Consumer Loyalty Sports fans enjoy the drama of real competition and the unpredictability of each game. Consumer loyalty occurs when consumers are happy with a company’s product and become repeat customers. Sports marketers target a core group of fans & work on maintaining their team loyalty, or consumer loyalty. Sports franchises spend more effort marketing a winning season to their target markets than trying to appeal to new and different consumer groups.

5. Maple Leaf Sports & Entertainment Owns Toronto Maple Leafs, Toronto Raptors, Toronto FC, Toronto Marlies, Toronto Rock

6. Facts - Toronto Maple Leafs Last year finished 25 th in the 30-team NHL. For seven seasons have not made it to the play offs. Still attendance averaged 19,260 last season. In platinum seats along the glass, people paid $1,317 a game for a pair of seats.

7. Facts - Raptors In 17 seasons the team has advanced to the second round of the playoffs just once. This year they are predicted to finish in the cellar. Average attendance last year was 17,897. Court side tickets cost $2,240 a pair.

8. Facts – Toronto FC Has yet to make the playoffs in six seasons. BMO field is sold out for nearly every home game. Top ticket cost - $97.00

9. Entertainment The entertainment consumer is not motivated by brand or team loyalty, but by a desire for satisfying entertainment. Subject to trends that dictate “what’s hot and what’s not”. Entertainment marketers target each product to a well defined consumer group. An individual artist might successfully maintain a loyal fan base, but entertainment production companies have difficulty creating that same kind of consumer loyalty.

10. Differences in Product Another big difference between sports product and entertainment product is the consistency, or stability of the sport product and the variability or changeability of the entertainment product. With sports the core product remains the same – a sports team in competition. For entertainment products however, marketers have to predict a trend or fad, and produce the product to satisfy audience demand.

11. Differences in Revenue Stream Both sports and entertainment have their own streams of revenue. With entertainment products many diverse streams of revenue can be generated. A single film can generate many ancillary products. The products that make use of the original creative idea or characters make a profit for the owner through sales, royalties and licensing fees. However, sporting events do not usually produce the same amount of revenue from merchandising and royalties as might an entertainment event.

12. Sponsorship Sponsorship is the promotion of a company in association with an event or property.

13. Project or Event Sponsorship One form of sponsorship is when a company sponsors or gives money to another person or company to fund a project or production in exchange for something, such as advertising.

14. Corporate Box Sponsorship Another form of sponsorship is corporate boxes in stadiums. Corporations use them as a marketing tool to entertain and network with their own clients.

15. Sponsorship – Naming Rights Sponsorship revenue can also come from selling stadium naming rights. This is where the sponsors pay for the privilege of having stadiums named after their business.

16. Advertising and Broadcasting Rights Virtual advertising is a new phenomenon that has created revenue for sports teams and venues. Companies can now pay to have their logos digitally overlaid onto a billboard during a televised game. Sports franchise also earn revenue by landing broadcast deals with television companies. TV networks make million-dollar deals with sports leagues for exclusive rights to broadcast games.