© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 1 CHAPTER 7 CHAPTER 7 Sports Marketing Marketing Firms The Global Market Careers in Sports Marketing

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 2 LESSON 7.1 LESSON 7.1 Marketing Firms GOALS Explain the role of a sports marketing firm. Understand the importance of maintaining a positive image for sports owners and marketing firms.

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 3 Marketing Sports Successful sports marketing firms Have integrity, broad and varied expertise, and knowledge of information technology Bring business sponsors and nonprofit sponsors together with sports teams, individual athletes, and coaches Negotiate and manage contracts

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 4 Service Specifics Match athletes and businesses for their mutual benefit Olympics Broadcast partnership Endorsements

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 5 Role of the Agent Agent—a person responsible for making contacts with clients and sponsors Can represent individuals, businesses, or organizations Turnkey operation—the firm handles everything from initial contacts to the final production of an event

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 6 Providing Incentives Encourage salespeople and attract new clients and buyers Incentives—gifts or bonuses designed to motivate buyers, sellers, and sponsors

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 7 The Big Picture Sports are expensive. The image of owners Often perceived as self-seeking businessmen Provide the public with the sports entertainment it seeks Willing to donate some proceeds to charitable causes

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 8 Pro Bono “For the good” Services that a sports marketing firm provides for free Companies and sports teams brought together for the benefit of both

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 9 LESSON 7.2 LESSON 7.2 The Global Market GOALS Describe sports that have become popular internationally. Describe ways in which sports marketing has increased international awareness of sports. Explain some challenges in marketing the Olympics and women’s sports.

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 10 The Migration of Sports State of sports today has much to do with the political history of the past 50 years United States occupation of Japan; American baseball

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 11 Other International Sports Trends Strengthening of the Olympic games Advances in communications and transportation

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 12 World Sports Today Scouting for talent Scout—a team representative who travels to locate the best athletes in their respective sports Salaries, bonuses, and other incentives attract new players Spreading the word Global marketing

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 13 International Market Niches Big business Earnings drive the industry

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 14 Marketing Women’s Sports Years of neglect Growing popularity of women’s professional sports New female fans

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 15 LESSON 7.3 LESSON 7.3 Careers in Sports Marketing GOALS Identify numerous sports marketing careers. Describe skills and personal characteristics necessary for a career in sports marketing.

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 16 A Wide World of Careers Two roads to success First is matching clients, overseeing projects, and providing follow-up evaluations Second is technical services such as media, graphics and photography, and video production Other marketing avenues College or university bookstores Team mascots

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 17 Focus on Careers Media—print, radio, television, and the Internet Apprenticeships Public relations skills Old-fashioned hard work