Standard Four  Students will assess the importance of event marketing and entertainment in sports.

Event Marketing Defined Applying marketing principles to the marketing and promotion of an event. May or may not be team oriented  Superbowl, NBA Finals, Stanley Cup Playoffs May or may not be sports oriented  X-Games, World Chess Championships  Movie Premier, Back to School Night Increased: 1.Attendance – People showing up 2.Interest – “Buzz” or people talking 3.Draw – People coming from further away test

Event Marketing & Entertainment Sports Properties Marketing Item of value Types of Properties  (1)League, (2)Team, (3)Coach, or (4)Player Uses of Marketing (Elements of marketing an event) 1.VENUE MARKETING – Stadium, Arena, Track, 2.TICKET MARKETING – Limited availability 3.ATHLETE MARKETING – Personal Appearance Why? - All are used to increase Return On Investment (ROI). test

EVENT MARKETING Marketing of the Event 1.Entertainment Offerings 2.Dates, Times, Location 3.Special Offering: Back Stage… 4.Advertising and Promotions 5.Event Evaluations

Event Components 1.Concessions 2.Merchandising Opportunities a.For Event b.For Sponsors 3.Seating a.Personal Seat Licenses b.Luxury Boxes c.Season Ticketing 4.Staffing & Training 5. Other

Branding Why? - Events are often branded to aide in marketing efforts. What? - Brand: An identifying mark or logo Branding is: a company’s or event’s efforts to develop a personality and make its products or services different from the competition. test

Branding Cont. Event Branding Opportunities 1.Naming, Event Offerings 2.Promotions and Co-Promotions 3.Sponsorship Opportunities 4.Merchandising Opportunities

Brand Marketing Video  Complete the Video Question Guide  Event Promotion Project Outline Worksheet (Later used to create the PowerPoint presentation)

Merchandising Opportunities 1.Licensed Products a.Licensing: authorized use of a brand, brand name, brand mark, trademark, or trade name with a good or service. i.Contractual Agreement ii.Company A uses Company B’s logo iii.Company A pays a ROYALTY or Fee b.Booming area of sports with players, teams, event names, and logos appearing on a huge selection of products. test

LICENSOR     DEFINED: Company with an “official” logo in demand EXAMPLE: Olympics BENEFITS:  Expand into new markets  Generate more awareness for company/team DISADVANTAGES:  Lose some control* over product mix test

 LICENSEE DEFINED: The company reproducing an official logo EXAMPLE: WILSON ATHLETICS NCAA WEBSITE: Official Licensees BENEFITS Positive association of products with event Create brand awareness Increase distribution possibilities Charge higher prices DISADVANTAGES Possible negative publicity with events / athletes Expensive test

Event Seating Personal Seat Licenses (PSL) 1.Licenses purchased by ticket holder which entitles that person to buy that seat’s ticket 2.Payments vary by team/sport/venue 3.Holds seats for that person Group Ticketing 1.Think big!! 1.20 Groups of 20 people = 500 people 2.1 Group of 500 people 2.League V/S Team 3.Year round seminars V/S Clinic 4.Religious denomination V/S Church 5.Club V/S Association test

Event Seating Cont. Season Ticketing 1.Tickets bought for a block of games for a season 2.Typically better quality seats in venue Luxury Boxes 1.Boxes typically purchases/leased by corporations 2.Used for entertainment and business meetings/games test

SPORTSCAPE  Why is attending a game better than watching on TV? THE EXPERIENCE!  What is Sportscape? The use of the venue to make attendance to a game “more than just a game”  Atmosphere, Color, Music, Motion  Sights & Smells, Tradition, Architecture  All of these factors and many more shape the Fan’s perception of the event, his or her role in that event, and their desire to stay. test

Elements of Sportscape 1.Facility Aesthetics (interior/exterior look of the building) 2.Music 3.Colors 4.Smells 5.Lighting 6.Motion 7.Merchandise 8.Parking 9.Seat Comfort 10.Seat Access 11.Sponsor Marketing 12.Fan Fun Events 13.Signage 14.Replay Screens 15.Concessions Which generate income? test

Event Evaluations 1.Evaluations are on-going during an event 2.Used to improve and manage offerings 3.Typically conducted by management & staff

SWOT Evaluations!!! S = Strength Things that went well, positive results W = Weakness Things that went poorly, room for improvement O = Opportunities Things/areas that can be improved, capitalized T = Threat Things which could become a problem, area of concern

Component Evaluations 1.Sales Evaluations a.Ticketing, Season Ticketing, Packages 2.Fan Enjoyment Evaluations a.Fan Reactions, Consumer Evaluations 3.Return On Investment (value to sponsors and advertisers) a.Repeat Purchases – Individuals & Corporate b.Sponsorship Evaluations 4.Venue Evaluations a.Capacity, Perceived Crowding, Entry, Exit test

Standard Four Projects 1.Report on an ancillary event opportunity for your stadium 2.Design Licensed Merch. for team 3.ID Sportscape elements for venue/event 4.Complete a SWOT Evaluation