Introduction to Sports Marketing

Marketing What is Marketing? – The process of developing, promoting, and distributing products and services to satisfy customers’ needs and wants.

Marketing cont… – Developing – studying customers to determine their wants & needs. – Promotional Activities Educate customers: Free samples of new chips at Wal- mart Create Interest/Desire: Movie Trailers Make a Sale: Buy one get one free; 10% off – Distributing – Where are items sold? Store, online, phone

Development of Business Self-Sufficient –People did not rely on others to meet their needs. Bartering –Exchanging products or services Specialization of Labor- Do what your good at and focus on that. Money System Central Markets – Place where people could buy and sell products.

Development of Marketing Marketing was not always a primary concern of businesses due to: – Lack of technology – Lack of transportation) Advanced Technology + Improved Transportation = Competition What do we have to do to get people to buy from us???? – Implement the Marketing Concept

Marketing Concept: Focusing on the needs of customers during the development and promotion of a product.

Who is your customer? Target Market – A specific group of consumers that an organization selects as the focus of its marketing mix.

Marketing Exchange: Transfer of something, tangible or intangible, between two or more parties. TeamRegular Fans TeamCorporate Sponsors TeamVendors TeamConcessions

Marketing Mix – – Product – Price – Place – Promotion

Products Products that a professional sports franchise markets: – Team – players, name, – Experience – buying a ticket, going to game – Merchandise – featuring team logo, colors, name – Food, beverages – Sponsorships

Place How does a team “place” the products they offer? – Advertising with newspapers, TV, radio – Merchandise in retail locations, games and online

Price What role price plays in a sports franchise: – Pricing plans for radio and TV broadcasters to broadcast games – Ticket pricing plan – Merchandise

Promotion A sports franchise promotes the products through: – Advertising in newspaper, TV, radio – Sponsoring events at the arean/stadium – Participating in events (All-star games, Super Bowl) – Internet – Press Releases