Sports & Entertainment: Connections & Contrasts Chp. 2-1, 2-2, 2-3

Sec. 2-1 History of Sports & Entertainment Marketing

Sports & Entertainment connections Overview: What are the connections between sports & ent.?

A brief history of leisure Sports & ent. are leisure activities for the purpose of enjoyment Growth of these industries has relied on:

A brief history of leisure (cont.) Changes:

Entertainment for everyone

Entertainment for everyone (cont.) Activity -

Entertainment for everyone (cont.) This was vital for 2 reasons: *Sports & Ent. was a welcome distraction *more time & money spent on Sports & Ent.

Development of s & e Mktg. Sports:

Development of s & e Mktg. Entertainment:

Marketing today Both compete:

Sec. 2-2 Similarities in marketing

Similarities in marketing Some changes continued to take place over time:

Marketing similarities

Marketing similarities (cont.) Product – Endorsements – Core & ancillary products

Marketing similarities (cont.) place – price – Price problems – price becomes an issue when:

Marketing similarities (cont.) promotion – convergence – Synergy = Risks & risk management –

Sec. 2-3 Differences in marketing

Different players, different games 3 areas for differences for s & e marketing:

Consumer loyalty When consumers are happy with a company’s product and become repeat customers (e.g. support your favorite team) Sports Entertainment

Find Winning . . . Know . . . Product . . . Sports Entertainment

Difference in product Sports Entertainment

Difference in revenue stream Sports Entertainment

Difference in revenue stream (cont.) Sponsorships = tiger woods = sponsorship = endorsement Advertising and broadcast rights