Chapter 3 The Sports Market

Objectives  Define sports marketing.  Identify the different categories of sports.  Differentiate between amateur sports and professional sports.  Discuss the significance of international sports.  Explain the significance of women’s sports.

Critical Thinking Assignment  (100 Total Points/50 Points Each)  Case Study – Collectibles (Trading Cards)  The target market for trading cards (baseball, football, basketball) was originally children. Upper Deck (a trading card company) identified another target market with their new look cards. children. Upper Deck (a trading card company) identified another target market with their new look cards. Complete the following: 1)Why was Upper Deck able to charge twice as much as previous card companies for its product? 2)Can you think of other examples of products that were originally intended for children, and then were repackaged for an adult market?

Creativity Assignment  (100 Total Points/20 Points Each  “Collectibles.” Research collectibles (specifically trading cards).  Create “your” trading card. “Your” card must include: 1) Action photo of the athlete, 2) Team, 3) Player’s Position, 4) Unique Statistic (Record), 5) Statistics – Career Playing Seasons (Each Year)

Section 3.1 Sports Marketing Profile

Sports Appeal and Marketing  “Touchdown!” “Goal!” “Slam Dunk!” “Grand Slam!” People spend time and money on sports because they are entertained.  What do you believe is the sport that fans enjoy most? __________________

What is Sports Marketing?  “Marketing” is defined as the process of developing, promoting, and distributing products, or goods and services, to satisfy customers’ needs and wants.  “Sports Marketing” is all the marketing activities designed to satisfy the needs and wants of sports consumers.

Careers in Sports Marketing  Examples of a few jobs include: scriptwriter, producer, ticket agent, luxury box sales representative, food and merchandise sales representatives, group ticket salesperson.  What are some other careers in Sports Marketing? _____________________

Pioneers of Sports Marketing  Bill Veeck – owner of the Chicago White Sox.  What are two famous sports marketing promotions that Veeck staged? ___________________________________ ___________________________________  What is an event you could stage if you had a career in this field? _____________

ESPN  The cyber-revolution has positioned the Internet as a major channel for sports marketing. Case in point: ESPN. From its humble beginnings in 1979 as a small cable TV station in Bristol, Connecticut, the Entertainment and Sports Programming Network evolved into ESPN, Inc. Then espn.com was introduced.  How did ESPN change the way sports are marketed? ________________________

Cross-Curricular Assignment (Informational Essay)  (100 Total Points)  Two Part Assignment: Part 1: Brainstorming Partner Activity, Part 2: Individual informational essay.  Part 1: Brainstorm 10 ways that ESPN changed the sports and entertainment industry.  Write a 1 page informational essay. Your essay should include a centralized theme, topic and supporting sentences for each paragraph, an introduction, several detailed paragraphs, and a conclusion. Your informational essay can provide specific examples of how sports were broadcast and marketed before and after the formation of ESPN. Write passionately!  Topic: How did ESPN change the way sports are marketed?

Section 3.2 Categories of Sports

Variety of Sports  Sports and sporting events can be classified into several categories, including, amateur, high school, college, and professional.

Amateur and Professional Sports  People enjoy watching different forms of sports for different reasons.  Why would people enjoy high school sports more than professional sports or vice versa? __________________________________

Young Amateur Sports  Youth basketball tournaments may attract many fans.  What vendors, sponsors, or businesses might participate? Why? ___________________________________ ___________________________________ ___________________________________ ___________________________________

Recreational Sports  Little League, AAU Basketball, Pee Wee Football are all examples of recreational sports.  How are these sports funded? ___________________________________ ___________________________________  How are adults involved? ___________________________________ ___________________________________

High School Sports  In many communities, high school sports are part of a tradition.  What traditions/rivalries would Gar-Field have? ___________________________  Why?____________________________

College and University Sports  NCAA – National Collegiate Athletic Association is an organization that governs college athletics and oversees important decisions pertaining to athletics.  The NCAA created divisions to keep schools on a competitive level. Divisions I, II, and III are based on student population, financial stability, and player ability.  Give an example each of a Division I, II, and III college or university. _______________.  How do these divisions differ? _______________

Professional Sports  A professional athlete is an athlete who has the will and ability to earn an income from a particular sport.

Teams as Businesses  Professional sports are perhaps the most costly and heavily marketed of all sports categories. Why?____________________

Professional Sports Entertainment  Gene Upshaw (former Oakland Raider) once said, “I don’t see the NFL as athletes versus the owners, but instead it’s professional football versus all other entertainment choices out there – the movies, music, and theater.”

Olympic Sports  The first recorded Olympic competition was held in 776 B.C..

Olympic Revival  In 1896, Athens was chosen for the revival of the Olympic Games.

Present Day Olympics  The Olympic goal is “to contribute to building a peaceful and better world by educating youth through sports practiced without discrimination of any kind and in the Olympic spirit, which requires mutual understanding with a spirit of friendship, solidarity and fair play.”  The Olympics are held every 4 years.

The Amateur Rule  The amateur rule prohibited professionals from competing in Olympic events. This ruling was overturned in Why? ___________________________________ ___________________________________ ___________________________________

Cross-Curriculum/Critical Thinking Assignment Cross-Curriculum/Critical Thinking Assignment  (100 Total Points)  Write a one page persuasive essay regarding “why or why not” professional athletes should be allowed to participate in the Olympics.  Choose one point of view, and support it with facts, details, and examples.

The Wide World of Paralympics  Paralympics – an international competition for disabled athletes.

Special Olympics  In 1968, Eunice Kennedy Shriver organized the First International Special Olympic games at Soldier Field in Chicago, Illinois. People with developmental disabilities were now capable of competing in athletic events.

International Sporting Events  American tv viewers were interested in watching sporting events around the world.  ABC Sports created “The Wide World of Sports,” a television show that depicted different types of sporting events/personalities such as The Harlem Globetrotters, daredevil Evil Knieval, and boxing legend Muhammad Ali.  The Wide World of Sports introduction was “the thrill of victory, and the agony of defeat.”  Why would people watch these types of sporting events/sports personalities? _______________

Women’s Sports  Women’s sports have changed vastly from 40 years ago.

Title IX to the Present  Title IX is a law that bans gender discrimination in schools that receive federal funds.  In 1971 only 294,000 girls competed in interscholastic sports in the U.S.. By 1998, 2,652,000 girls were participating.  Prior to Title IX, few colleges offered sports scholarships for women. By 1995, female athletes received more than $212 million in scholarships.

Assignment  (100 Total Points)  Research/find an example of a Title IX violation.  Write a ½ page summary of the violation via the article you researched.  Write a ½ page opinion on why you think this violation is wrong/harmful, and what you would do if you were an “athletic director.” Give “your take.”

Extreme Sports  Extreme sports are sports that involve nontraditional, daring methods of athletic competition. Examples are: skateboarders, stunt bikers, and snow boarders.  ESPN, and the X Games have popularized Extreme Sports.  Extreme sports have major corporations selling products such as sports drinks, clothing, gear, and video games.

Creativity Assignment  (100 Total Points)  Create a flyer/brochure for a “grass roots” marketing campaign to launch “your new product.”  You may choose from these potential products: A) New Energy Drink, B) New Skateboard, C) New Prototype Football, D) New Soccer Ball, E) New Sports Shoe/Cleat Your flyer/brochure must include: 1) Company Name, 2) Product Name, 3) Graphic, 4) Slogan, 5) Contact Information (20 points each)

The Many Faces of Sports Marketing  (100 Total Points)  1) Choose a famous athlete such as Michael Jordan, or Tiger Woods, or another prominent athlete. List the athlete’s name and sport.  2) Learn more about the person and his or her product endorsements and other activities through Internet research, sports magazines, or newspapers. Write a summary detailing these activities.  3) Research and list the athlete’s earnings from A) their salary, B) endorsements.  4) Did your athlete earn more from his/her salary or endorsements? Did this surprise you?  5) Explain why it is important from a marketing perspective that an athlete have a good public personna. What can controversial conduct (such as what Kobe Bryant, Ben Roethlisberger, or Donte Stallworth) due to an athlete in regards to endorsements?

Checking Concepts/Critical Thinking/Cross-Curriculum Skills  (100 Total Points/10 Points Each)  1) Define sports marketing.  2) Explain the difference between the marketing of sports and the marketing through sports.  3) Identify the different categories of sports.  4) Explain why the sports consumer is not just attracted to professional sports.  5) Name one difference between an amateur athlete and a professional athlete.  6) Name five or more international sports.  7) Identify one significant female athlete in sports history.  8) Discuss some factors that contribute to the popularity of extreme sports.  9) Write a brief letter to your favorite sports franchise and explain why it is your favorite team.  10) Brad and Nigel each bought a ticket to a baseball game for $10. Brad also paid $8 for a hot pretzel and soft drink, and $5 for a program. Nigel paid $3.50 for a soft drink. They had $40. Was there enough money? If so, how much was left?