Chapter 2 Marketing College Athletics Lesson 2.1

INDUSTRY SIZE--$212.53B Major Components (Billions) As you can see this a huge industry businesses and people spend billions in this area.

Sports marketing has two major components The Marketing of sports Marketing through Sports

Categories of Sports Amateur High school College (collegiate) Professional

Amateur sports A person who doesn't get paid to play. They attract fans( spectators), attention & money How can these amateur sports generate money? Amateur sports provide significant income for manufacturers of equipments. They find some of the most popular and in demand and devise promotion. What happen after a basketball or football game in town. When we have recreational basketball sporting events like the dust bowl how does it generate money? When there is a basketball tournaments it may attract fans , families sponsors, & even colleges and universities

Collegiate Sports Have a strong impact on the community Very popular extremely competitive for many as competitive as professional Effect our school and community. Good Sport programs leads to hotels, restaurants, malls, gas stations, etx In order to be considered a collegiate sport you must be part of the NCAA. Provide huge revenues to the cities and states where the programs are located.. Lets suppose you have a stadium that can hold 50,000 at 9.00 or 10 dollar a ticket. What sort of services come to the city because of the program

Rules and Ranking What is there job? NCAA- National Collegiate Athletic Association Is a voluntary organization through which the nation's colleges and universities govern their athletics programs. Govern competition in a fair, safe, equitable and sportsmanlike manner Every college or university have certain guidelines they must follow when it comes to marketing and promoting the sport & marketing and promotion the athletes. There is a term called cartel and each sporting organization has a governing cartel in basketball it is the NCAA What do you know about the NCAA What is there job?

Main Purpose Vote on rules called bylaws. Establish programs to govern, promote intercollegiate athletics. Govern competition in a fair, safe, equitable and sportsmanlike manner, Integrate intercollegiate athletics into higher education

How do you get to be a NCAA school Obtain accreditation by accrediting agency Offer four sports for men and four for women. Comply with NCAA Cooperate with NCAA regulations& accept penalties

University of Kentucky Market Segmentation Basketball Professional Rockets Houston College University of Kentucky Segment- group of people within a larger market that share one or more characteristics

Segment meanings Geographic- divisions of physical locations (north, south, east, west) Demographics- income, profession gender and educations Psychographics- attitude and lifestyle toward a choice. Product Benefit- usage of the product and benefits received from it

New marketing opportunities Women's college sports New marketing opportunities Soccer shoes Basketball Golf clubs State of art bats Racing bikes Collegiate sports have an impact on your community

Chapter 2 Marketing college Athletics Lesson 2.2 Economic Benefits

Benefits to the Community Good for Town Business Builds up hotels, restaurants, shopping malls, gas stations and souvenir shops Good for Stadium Business Souvenir shops and food and beverage vendors

added benfits to businesses What are some of the added benfits to businesses

Sponsorship The promotion of a company in association with a property. A company gives money to fund a project A company benefits from advertisement . The driver benefits from additional income. It is not the same at endorsement. The sponsoring company is not lending a name or image to a sport product

More sponsoring Selling Stadium Rights. Sponsor pays for having the stadium name after the business.

Sponsorship Generating revenue for the college program. Corporations benefits by selling their produce during sporting events. Hoping that the fans who like the team purchase brands worn by team

Corporations team up with the prospect of sells Adidas is going to be releasing college team editions of the Adidas T-Mac 6 Corporations hope the fans will purchase the brands worn by that team. And increase their sales of that merchandise.

most recognizable college logos

most recongnizable logos of all time They want to protect their names and symbols & they don’t want others profiting from their symbols . Coincidence that they are all baseball logos except one. Very important in the selling of merchandise. Many team will update or change their logo colleges more often than universities License- Legal right to reproduce and sell items with the teams logo

Chapter 2 Amateur Sports Lesson 2.3

Marketing & Selling Amateur athletes need equipment, uniforms, shoes, lawn chairs, stadium seats, and coolers. Who Benefits: Malls hotels Restaurants Gas stations