Section 2 Sports Marketing

Spending habits of fans Disposable income (freely spent income) Research spending habits of fans to maximize profit on merchandise at sporting events Fans are willing to pay for team or celebrity identified merchandise Expenses of food Travel to and from games

$$ Impact at Home as well as at Event

Sports marketing strategies Goal: attract high population of target market Marketing strategies used Sports logos on clothing New sports, new opportunities Gross impression Perfect timing

1. Sports logos on clothing Why do people wear clothing that has the logos of their favorite teams or that is endorsed by a professional athlete? Want a jersey/logo of favorite team/athlete Team logos show loyalty Some consumers feel more successful themselves if they own products endorsed by a successful person Fans want products and services that identify them with a winner

2. New sports, new opportunities Opportunities for endorsements and marketing Example: Arena football Created in 1987 Played indoors and is a faster and higher-scoring Affordable ticket prices Players meet fans and sign autographs Create unique venues to increase interest

3. Gross impression Number of times per advertisement, game, or show that a product or service is associated with an athlete, team, or entertainer AKA "ad exposure", "ad view” Brands shown in movies, TV shows, televised sporting events Your brain records the brands it sees and encourages you to buy

How many logos did Jordan Spieth have at the masters? He had 16 gross impressions. How many times viewers saw it could encourage you to want to buy it?

4. Perfect Timing Providing core & ancillary products when target is willing to spend in an effort to maximize profits Successful trends monitored to determine when marketing strategies need to change Popularity of teams and sport figures is based almost completely on winning record Concerts with current successful singers – opening acts