17-1 Chapter 17 Distribution Decisions in Sports Marketing McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved

17-2 Distribution (Place) Distribution Is the Second Variable of the Traditional Marketing Mix Represents Decisions Regarding the Manner in Which Sports Products Are Made Available to the Sports Consumer

17-3 Spectator Sports Live Audience – Those Spectators in Attendance at the Sports Venue Media-Based Audience – Those Who Witness the Event Via Some Electronic Medium Marketing Objective May Focus on Either or Both of the Two Types of Audiences

17-4 Spectator Sports – Live Audience Venue Issues –Where Shall Special Events be Staged? –In Which Cities Should Teams be Located? –Is a New Facility Needed Where Should the Community’s New Stadium Be? Single-Purpose or Multipurpose Facility? How Many Fans Should the Facility Seat? –When Should the Event be Staged?

17-5 Spectator Sports – Live Audience Ticket Issues (Ticket Distribution Strategy) –Traditional Box Office –Phone Orders –Authorized Ticket Retailers and Brokers –Internet

17-6 Spectator Sports – Live Audience Unaffiliated Ticket Distribution Not Part of Marketer’s Own Strategy –Unauthorized Resellers Scalpers Who Speculate –Internet Agencies Bring Buyer & Seller Together (i.e. eBay)

17-7 Spectator Sports – Media-Based Audience Television –Free-to-Air TV – Major Networks –General Sports Networks – ESPN; SkySports –Specific Sport Network – Golf Channel

17-8 Spectator Sports – Media-Based Audience Television (Continued) –Sports Tier – NFL Sunday Ticket on DirecTV –Team-Dedicated Networks – YES Network –Pay-Per-View (PPV) – Boxing Match

17-9 Spectator Sports – Media-Based Audience Concerns About PPV –Will Prime Events Move from Free-to-Air TV to a PPV Format Exclusively? Super Bowl; Olympics; World Cup of Soccer –Australia’s Antisiphoning Law Assures Free Availability of Key Events

17-10 Spectator Sports – Media-Based Audience Radio –AM –FM –Satellite Sports Tiers

17-11 Spectator Sports – Media-Based Audience Internet –Free-to-Air Radio Stations with Web Access –Audio Streaming –Video Streaming

17-12 Spectator Sports – Media-Based Audience Cellular Phones –Emerging One-to-One Broadcast Medium Smart Watches –Still a Novelty

17-13 Market Development Strategies New Target Markets for a Spectator Sport New Demographic Group –X Games New Emphasis on Female Segment New International Target Market –Cricket in USA; Gridiron Football in China

17-14 Market Development Strategies Global Competition –Showcase Sport in New Locations –NHL Players in Olympics –World Baseball Classic –NASCAR in Mexico –NBA’s “Basketball Without Borders”

17-15 Market Development Strategies Global Media –World Cup of Soccer 2006 Shown Live on TV in Many Markets –Internet Streaming Makes Small or Emerging Markets Accessible –Satellite Radio

17-16 Participation Sports

17-17SASS Sporting Goods, Apparel, Athletic Shoes, and Sports-Related Products General Retailing Principles Provide the Framework for the Distribution of SASS

17-18SASS Key Question Concerns the Scope of Distribution in a Given Geographic Area –Intensive Distribution –Selective Distribution –Exclusive Distribution

17-19SASS Role of Nonstore Retailing Direct Response Marketing (DRM)

17-20 Sports-Related Products Sold at the Venue –Optimal Number of Service Outlets –Service in Seating Area

17-21 Closing Capsule “If you build it, he will come” That Popular Line from the Movie “Field of Dreams” Does not Truly Explain Most Sports Marketing Efforts An Effective System Must be Implemented in an Effort to Reach Each Target Market

17-22 Closing Capsule Spectator Sports Live Audience –Venue Issues (i.e. Capacity) –Ticket Issues (i.e. Use of Internet) Media-Based Audience –A Broad Array of Options

17-23 Closing Capsule Market Development for Spectator Sports Effort to Grow the Market by Reaching New Target Markets Live and Media-Based Efforts

17-24 Closing Capsule Participation Sports –Different Types of Facilities –Marketers Need to Balance Supply & Demand SASS –Driven by General Retailing Principles