Chapter Sport Marketing F. Wayne Blann, Ithaca College Ketra L. Armstrong, California State University at Long Beach C H A P T E R

Introduction Marketing is a complex function Sport marketing defined- The process of designing and implementing activities for the 5 Marketing P’s of a sport product or sport business product to satisfy the needs or desires of consumers and to achieve company objectives Unique characteristics of sport –Demands unique approach to marketing sport –Provides marketers with challenges and opportunities

What are the unique characteristics of sport? Aspects of sport are intangible – you cannot “touch” competition or the feeling of victory Sport involves emotions – fanatic attachments Sport is subjective and heterogeneous (diverse) – one person may have a different experience than another Sports are inconsistent and unpredictable – every outcome is different Sport is perishable – simultaneously produced and consumed

Developing a Sport Marketing Plan Marketing plans – A “Road Map” or “Game Plan” for marketing activities The Sports Marketing Mix (The traditional five Ps) Product Price Place Promotion Public Relations

Developing a Sport Marketing Plan: The using the 10 Ps Approach An Integrated approach that uses 5 P’s with other elements for optimal success –10 steps (10 Ps) to developing a sport marketing plan: purpose, product, projecting the market, position the product, identify key players, package, price, promotion, place, promise, public relations

Process for Developing a Sport Marketing Plan: Steps 1 and 2 1.Identify the purpose of sport marketing plan – link it to mission and core values 2.Analyze the sport product –Dimensions of the sport product – what are the tangibles and the intangibles? –Core product – the actual competition –Product extensions – the mascot, music, half-time show, cheerleaders, etc.

Process for Developing a Sport Marketing Plan: Step 3 Project the market climate –Influence of market conditions – the economy, the popularity of the sport, trends –Assessing the sport climate: examining internal and external factors –Internal: players, owners, teams –External: media, sponsors, spectators, government

SWOT Analysis Assessing internal Strengths and Weaknesses Assessing external Opportunities and Threats (continued)

SWOT Analysis (continued) Marketing plans should... –Maximize strengths and opportunities –Minimize weaknesses and threats Sidebar: Let’s do a SWOT Analysis of Women’s Professional Basketball

Process for Developing a Sport Marketing Plan: Step 4 Position the sport product –Differentiating product from competing products –Creating a distinctive image of the product –Elements of effective communication practices Sidebar: Renaming the Washington Bullets Using honest and nonoffensive communication

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Branding Using a name, design, or symbol to differentiate a sport product –Brand awareness – do people know us? –Brand image – what are positive and negative impressions –Brand equity – How much value does our brand carry –Brand loyalty – do we have loyal customers or fans

Process for Developing a Sport Marketing Plan: Step 5 Pick the Players –Analyze and target consumers: grouping and selecting the right consumers –Market segmentation Used to identify target audiences Segmenting consumers into four areas: demographics, psychographics, media preferences, purchasing behavior

Process for Developing a Sport Marketing Plan: Step 6 Package the sport product –Presenting product in the best possible manner –Packaging Tangible sport product, core product, product extensions Licensed merchandise and sport sponsorship

Process for Developing a Sport Marketing Plan: Step 7 Price the sport product –Determining the value of the product –Price is the most visible and flexible element –Factors to consider when developing pricing strategy –Unique aspects and complexity of sport pricing

Process for Developing a Sport Marketing Plan: Step 8 Promote the sport product –Communicating desired image –Educating and informing target audiences –Persuading target audiences to purchase

Elements of Promotion Strategy Advertising – paid promotions (you control the message) Publicity – Free promotion. Can be positive or negative. Hard to control the whole message. Activities and Inducements – Holding special events, offering discounts, have a giveaway to boost attendance. (continued)

Process for Developing a Sport Marketing Plan: Step 9 Place the sport product - how will my product be delivered or purchased? Location of product Distribution point of origin Retail store or internet Geographic location of target markets Other channels of media Live or through digital means

Process for Developing a Sport Marketing Plan: Step 10 Public Relations - the professional maintenance of a favorable public image by a company or other organization or a famous person Community Relations Media Relations Information Dissemination Organizational Damage Control

Sports Marketing Video ZcABM7LEhttps:// ZcABM7LE

Three Review Questions 1.How is a SWOT analysis used in directing or informing marketing plans? 2.What are the methods used to segment a market in order to identify viable target audiences for a sport product? 3.What is the role of packaging in selling a sport product to specific target audiences?