Monday Ch. 2 structured notes Group activity/discussion Some people have work that needs to be made up! Internet Activity

Marketing College & Amateur Sports Chapter 2

Effects of Collegiate Sports Economic Implications for school, community, region, & state Hotel rooms, restaurants, gas stations, shopping malls. Media attention helps the college community benefit. Newspapers, magazines, & local sportscast focus on team and the entire community benefits.

Strong Public Image *Reminder: Promotion provides the means of communication to inform, persuade, or remind people about college athletics* Schedule cards throughout city Posters build enthusiasm Promotional materials, information guides Websites

Rules & Rankings National Collegiate Athletic Association (NCAA)governing body of most college and university athletic programs Creates and enforces guidelines and rules that schools must follow in order to remain in good standing Guidelines areas include: recruitment, gender equity, scholarships, gambling prohibitions, and many ethical issues

College Team Rankings Based on past team performance, talent, team schedules, & personal preference First rankings occur before the season starts

Why so much emphasis on rankings? 1. Builds excitement & strong attendance at gamescreating fan loyalty & national respect 2. Influence major t.v. networks to schedule games More revenue for the team & university 3. Fewer steps to #1 spot 4. Bowl gamesnational championship game earns $$$

#1 Has Lingering Effects Favorable national recognition Increased potential for recruitment Retailers carry the natl champions sportswear & memorabilia Alsobeing the official sportswear manufacturer for a consistent winner is good advertising.

TIME OUT Each team in the Rose, Sugar, Orange, & Fiesta Bowls earned an average of $12.5 million Other bowls paid from $700,000 to $3.6 million to each participating team.

MARKET SEGMENTATION Market segmenta group of individuals within a larger market that share one or more characteristics. Examplemany like basketball, but a smaller group specifically enjoys University of Kentucky b-ball. So, magazine covers featuring the Wildcats will sell more than one featuring the Brigham Young University Cougars

TIME OUT The University of Kentucky Wildcats mens basketball team brought $3.3 million in fan spending for business in downtown Lexington, Kentucky in

5 Elements of Market Segmentation 1. Geographic Segmentationdividing markets into physical locations (eastern, northern, southern, & western) 2. Demographicinfo that can be measured (income, gender, & education)

3. PsychographicsLifestyle choices and attitudes (cant be measured) Will you attend the game on a holy day or your faith? 4. Product usagewhat products you use, how often, and why. Use this to encourage you to try new, similar products. 5. Benefits derivedvalue people believe they receive from the product or service. Enjoyment from a good game; team logo shirt vs. a identical shirt w/o the logo

Assignment Give a college sports example relating to each element of market segmentation How? Pick a college team (other than the Huskers) Identify an example from each market segmentation Geographic, Demographic, Psychographics, Product usage, Benefits Derived

Example: Husker Football Geographic: Nebraska (maybe some South Dakota??) Demographic: All ages, both genders, all levels of income & education Psychographics: People avoid having weddings on Husker game days Product UsageVals pizza Benefits derivedtons of Husker apparel; memorabilia; game day T-shirts; $2.00 per balloon??

Internet Activity Work with a partner List five strong college football or basketball programs. Use the Internet to find out how many fans the stadium or arena holds for each of these schools & ticket prices. How much revenue would be generated from ticket sales for a sold-old game?

Womens College Sports NCAA focused attention in natl championship events were added to the womens programs Attendance has steadily grown networks run more games.

TIME OUT Average home-game attendance at the University of Tennessee womens basketball games increased from 2,725 in to 10,500 in

Marketing Opportunities in Womens Sports A new target market is opening up Women now want soccer shoes, basketballs, golf clubs, bats, & racing bikes.

Review Questions Market Segmentation a. Involves looking at the entire marketplace as one b. Involves dividing the marketplace into smaller interest groups c. Usually decreases total sale d. Is no longer used by successful marketing strategist

Review Questions Market Segmentation a. Involves looking at the entire marketplace as one b. Involves dividing the marketplace into smaller interest groups c. Usually decreases total sale d. Is no longer used by successful marketing strategist

Taking your little brother out for his birthday instead of going to a game with friends is an example of: a. Demographic segmentation b. Benefits derived segmentation c. Psychographics segmentation d. Product usage segmentation

Taking your little brother out for his birthday instead of going to a game with friends is an example of: a. Demographic segmentation b. Benefits derived segmentation c. Psychographics segmentation d. Product usage segmentation

Technology Use the Internet to find the latest rankings for a college sport Choose one of the teams in the Top Five. Search again to find the history behind the success of that team. List the most recent steps to the teams success.

Research Conduct research on schools that have been placed on NCAA athletic probation. List the reasons for the probation and the effects of the probation on the teams success