Sports Marketing Profile Categories of Sports 1

Chapter Objectives Define sports marketing. Identify the different categories of sports. Differentiate between amateur sports and professional sports. Discuss the significance of international sports. Explain the significance of women’s sports. 2

Sports Appeal and Marketing People spend time and money on sports because they feel excitement and are entertained by the competition and spectacle of sports. Sports marketers sell sports, games, and services to these fans. 3

Sports Appeal and Marketing The two major components of sports marketing are: sports marketing: The marketing of sports Marketing through sports 4

A Brief History In 1923, Wilson Sporting Goods signed professional golfer Gene Sarazen to a deal that lasted until Sarazen passed away in 1999. William “Bill” Veeck was inducted into the Baseball Hall of Fame for his innovations in sports marketing. Linking athletes to corporations was the brainchild of agent Mark McCormack. 5

Careers in Sports Marketing Examples of jobs in sports marketing include: Producer Luxury-box sales representative Food and merchandise sales representative salesperson 6

Define sports marketing. 1. Define sports marketing. Name a pioneer of sports and marketing and identify his or her contribution. Name three jobs in sports marketing. 2. Quick Check Answers It is marketing activities designed to satisfy the needs and wants of sports consumers. Answers may vary; one possible answer is Wilson Sporting Goods which signed professional golfer Gene Sarazen to the longest running endorsement deal. Answers may include the following: scriptwriter, producer, ticket agent, luxury-box sales representative, food and merchandise sales representative, group-ticket salesperson, sports agent. 3. 7

Variety of Sports Sports and sporting events can be classified into the following categories: 8

Amateur and Professional Sports Sports consumers are not attracted only to professional sporting events. A sports consumer finds interest in the sport and not just the classification or level of sport. 9

Amateur Sports High school, college, or any recreational player is considered an amateur athlete. amateur athlete: Amateur sporting events attract a large number of fans, attention, and money. 10

High School Sports The goal of the National Federation of State High Schools Association (NFHS) is to make sure that students benefit from a balanced educational and athletic experience. In many communities, high school sports are a source of pride and part of tradition. Regional influences affect the popularity of sports in the United States. 11

College and University Sports Sporting events at the college level are very popular and extremely competitive in all regions. NCAA: The National Collegiate Athletic Association (NCAA) posts its guidelines and rules on its Web site at www.ncaa.org. 12

Professional Sports The income of a professional athlete is paid for by his or her employer, who is the team or organization. professional athlete: Professional athletes also have the opportunity to earn income from endorsements. 13

Professional Sports Teams in professional sports are considered fully functional businesses. It is the main purpose of teams to get the best players in order to win events and attract fans who will purchase tickets and merchandise. 14

Other Categories of Sports Other categories of sports include: Games Athletes with ______________ International sports sports 15

Olympic Sports The first Olympic game was held in 776 B.C. The Olympic Games grew and continued to be played every four years until they were abolished in 393 A.D. The Olympic Games were revived in 1890. The International Olympic Committee (IOC) plans the games and oversees issues and decisions. The Amateur Rule was overturned in 1986. 16

The Wide World of Paralympics The Paralympic Games are Olympic-style games for athletes with disabilities. In 1968, Eunice Kennedy Shriver organized the First International Special Olympic games. Special Olympics currently serve one million people in more than 200 programs in more than 150 countries. 17

International Sporting Events Popular sports around the world include: (the World Cup) (the Tour de France) Each of these sports provides entertainment to the sports consumer and new challenges to sports marketers. 18

Women’s Sports The status of women in sports has advanced in the 20th century. As early as 1932, Olympic gold medalist Mildred “Babe” Didrikson Zaharias not only excelled at most sports, she was also an impressive sports promoter. 19

Women’s Sports On June 23, 1972, the enactment of __________, the Education Amendment, advanced girls’ participation in sports. 20

Women’s Sports On June 23, 1972, the enactment of Title IX, the Education Amendment, advanced girls’ participation in sports. Title IX: Women’s amateur and professional sports organizations have taken substantial steps in involving women in sports. 21

Extreme Sports Extreme sports are relatively new to sports-marketing efforts. extreme sports: Corporations have begun to market products toward a new target market by promoting extreme sport drinks, clothing, and other merchandise. 22

Sports Categories Sports Paralympics Amateur High School College Professional Extreme Recreational Olympics Sports 23

Answers in Notes View 1. What are the four main categories of sports? Which category is the most costly and marketed of all categories? List three other categories besides professional and amateur sports that reflect the “wider” world of sports. 2. Quick Check Answers 3. 24

Checking Concepts 1. Define sports marketing. 2. Explain the differences between the marketing of sports and the marketing through sports. Checking Concepts Answers 3. Identify the different categories of sports. continued 25

Checking Concepts 4. Explain why the sports consumer is not just attracted to professional sports. 5. Name one difference between an amateur athlete and a professional athlete. Checking Concepts Answers 6. Name five or more international sports. continued 26

Checking Concepts Critical Thinking 7. Identify one significant female athlete in sports history. Critical Thinking 8. Discuss some factors that contribute to the popularity of extreme sports. Checking Concepts Answers 27