The Fusion of Marketing with Sports & Entertainment Task: 22 Examine Aspects of Planning in Industry 23 Examine Aspects of Management in Industry Copyright © 2014 by Sports Career Consulting, LLC

What is Marketing? What is SEM? The process of developing, Task 22 Aspects of Planning What is SEM? What is Marketing? The process of developing, promoting, and distributing products, or goods and services to satisfy customers’ needs and wants Copyright © 2014 by Sports Career Consulting, LLC

Sport What is SEM? Def: a source of diversion or physical activity Task 22 Aspects of Planning What is SEM? Sport Def: a source of diversion or physical activity engaged in for pleasure participant OR spectator form of entertainment Copyright © 2014 by Sports Career Consulting, LLC

Entertainment What is SEM? Task 22 Aspects of Planning What is SEM? Entertainment Def: whatever people are willing to spend their money and spare time viewing rather than participating Copyright © 2014 by Sports Career Consulting, LLC

Sports Entertainment What is SEM? Spontaneous/not planned Task 22 Aspects of Planning What is SEM? Sports Entertainment Spontaneous/not planned Unpredictable outcome Involves competition Fans support one team Usually planned with a script or program Consumers are not motivated by brand or team Consumers do not remain loyal to a brand Copyright © 2014 by Sports Career Consulting, LLC

What is Sports Marketing ? Task 22 Aspects of Planning What is SEM? What is Sports Marketing ? (1) the act of using sports as a platform to market products or services and increase sales Copyright © 2014 by Sports Career Consulting, LLC

What is Sports Marketing ? Task 22 Aspects of Planning What is SEM? What is Sports Marketing ? or (2) the process of marketing and selling the sports property itself Copyright © 2014 by Sports Career Consulting, LLC

Sports & Entertainment Marketing Task 22 Aspects of Planning What is SEM? Two Types of Sports & Entertainment Marketing 1) Marketing through Sports & Entertainment & 2) Marketing of Sports & Entertainment Copyright © 2014 by Sports Career Consulting, LLC

Sports & Entertainment Task 22 Aspects of Planning What is SEM? Marketing through Sports & Entertainment Companies use sports and entertainment as a vehicle to gain exposure for their products Copyright © 2014 by Sports Career Consulting, LLC

Sports & Entertainment Task 22 Aspects of Planning What is SEM? Marketing through Sports & Entertainment Coca-Cola, McDonald’s, Panasonic, Visa, General Electric and others spending millions to sponsor the 2016 Summer Olympic Games in Rio de Janeiro as a tool to brand their product globally on the international stage Gatorade affiliating its product with athletes like Peyton Manning, Serena Williams, Eli Manning, Cam Newton, Paul George, Abby Wambach and Bryce Harper Copyright © 2014 by Sports Career Consulting, LLC

Sports & Entertainment Task 22 Aspects of Planning What is SEM? Marketing through Sports & Entertainment Gatorade/Paul George Copyright © 2014 by Sports Career Consulting, LLC

Sports & Entertainment Task 22 Aspects of Planning What is SEM? Marketing through Sports & Entertainment Product placement is a tactic companies use to place their products within a particular form of entertainment to gain visibility or exposure Copyright © 2014 by Sports Career Consulting, LLC

Sports & Entertainment Task 22 Aspects of Planning What is SEM? Marketing through Sports & Entertainment Mercedes-Benz vehicles were prominently featured in the blockbuster film, Jurassic World Copyright © 2014 by Sports Career Consulting, LLC

Sports & Entertainment Task 22 Aspects of Planning What is SEM? Marketing through Sports & Entertainment Coca-Cola & Ford sponsorships with American Idol Copyright © 2014 by Sports Career Consulting, LLC

Marketing of Sports & Entertainment Task 22 Aspects of Planning What is SEM? Marketing of Sports & Entertainment involves the promotion and sales of the sports and entertainment products themselves Copyright © 2014 by Sports Career Consulting, LLC

Marketing of Sports & Entertainment Task 22 Aspects of Planning What is SEM? Marketing of Sports & Entertainment SONY Pictures spent $400 million to market Angry Birds Avg to market a film worldwide is now around $200 million $4.3 million in 1980 Copyright © 2014 by Sports Career Consulting, LLC

Think About It What is SEM? Adidas invests in a luxury suite at the Staples Center in Los Angeles. Is this an example of the marketing of sports or an example of marketing through sports? Copyright © 2014 by Sports Career Consulting, LLC

Think About It What is SEM? The Adidas investment in a luxury suite at the Staples Center arena provides an example of BOTH marketing of sports and marketing through sports. Copyright © 2014 by Sports Career Consulting, LLC

Think About It Marketing of Sports: What is SEM? Think About It Marketing of Sports: The marketing OF sports occurs as the Staples Center marketing staff actively engages in the activity of selling suites to corporations, thereby marketing their products. Copyright © 2014 by Sports Career Consulting, LLC

Marketing through Sports: What is SEM? Think About It Marketing through Sports: Occurs as Adidas uses the suite for events (NBA’s Lakers or Clippers basketball games, Disney on Ice, Rolling Stones Concert, Barnum & Bailey Circus, Harlem Globetrotters, NHL’s Kings, WNBA’s Sparks, etc.) to entertain customers, prospective customers and employees. Copyright © 2014 by Sports Career Consulting, LLC

Sports Management vs. Sports Marketing Task 23 Aspects of Management What is SEM? Sports Management vs. Sports Marketing Sports management is the study and practice of all people, activities, businesses or organizations involved in producing, facilitating, promoting or organizing any sport-related business or product. Copyright © 2014 by Sports Career Consulting, LLC

Sports Management areas of Task 23 Aspects of Management What is SEM? Sports Management areas of study might include: Sport law Facility management Human resources Sport governance Leadership Copyright © 2014 by Sports Career Consulting, LLC

Examples of Sports Marketing Activities Task 23 Aspects of Management What is SEM? Examples of Sports Marketing Activities Tostitos sponsoring the Fiesta Bowl MLS team offering payment plan options for season ticket buyers The Big East athletic conference agreeing to a 7-year television contract in 2013 with ESPN worth an estimated $130 million Copyright © 2014 by Sports Career Consulting, LLC

Examples of Sports Marketing Activities Task 23 Aspects of Management What is SEM? Examples of Sports Marketing Activities A corporation’s purchase of a courtside tickets to entertain clients at NBA games A sign or banner displaying a company’s logo at a hockey rink Coca-Cola paying for “pour rights” at an event or facility Copyright © 2014 by Sports Career Consulting, LLC

Task 23 Aspects of Management What is SEM? Entertainment Marketing is the process of developing, promoting, and distributing products, or goods and services, to satisfy customer’s needs and wants through entertainment, or any diversion, amusement, or method of occupying time Copyright © 2014 by Sports Career Consulting, LLC

Entertainment Marketing can be focused on both content & delivery Ex: Task 23 Aspects of Management What is SEM? Entertainment Marketing can be focused on both content & delivery Ex: Movie studio produces a film (content) Theater (delivery) makes money showing the movie (along with concessions) Copyright © 2014 by Sports Career Consulting, LLC

Entertainment Marketing Task 23 Aspects of Management What is SEM? Entertainment Marketing Much like paying rights fees to sports leagues, broadcast companies also pay for the rights to broadcast major television events Copyright © 2014 by Sports Career Consulting, LLC 27

Entertainment Marketing Task 23 Aspects of Management What is SEM? Entertainment Marketing According to the Hollywood Reporter, NBC is paying an estimated $21.5 million per year through at least 2018 for the rights to broadcast the next four Golden Globe shows Copyright © 2014 by Sports Career Consulting, LLC 28

Examples of Entertainment Task 23 Aspects of Management What is SEM? Examples of Entertainment Attending a Washington Redskins game Seeing the National Symphony Orchestra perform at the Kennedy Center Reading one of the novels in The Hunger Games trilogy Visiting the Baltimore Aquarium Listening to an artist’s newest song on your phone Going to a concert Copyright © 2014 by Sports Career Consulting, LLC 29