THE SPORTS MARKET

The Sports Market  Sports Marketing Profile  Categories of Sports

Sports Appeal and Marketing  Entertain people  Competition  Spectacle of sports  Marketers sell:  Sports  Games  Goods  Services

What is Sports Marketing?  Marketing- the process of developing, promoting, and distributing products, or goods/services to satisfy customers needs/wants  Sports marketing- all the marketing activities designed to satisfy the needs and wants of sports consumers  Focuses on: The sport Event planning Promotion Financing Sponsorship  2 components:  Marketing of sports (Advertising of Super Bowl)  Marketing through sports (Gatorade promote products through athlete spokesperson)

History of Sports Marketing  Most firsts occurred in the 20 th Century  Longest running endorsement deal in sports history (Wilson: Golfer Gene Sarazen from )  William “Bill” Veeck-Baseball games entertaining  Player names on jerseys, giveaways, exploding scoreboards, Wrigley Field’s ivy colored walls  Sports is ranked____ for big business/industry  11 th

Studying Sports Marketing  More than promoting sports events and finding a sponsor for your next game  Takes a simple game  An exciting event  Monday Night Football-began by applying principles of SM  SM is something you have to study

Careers in Sports Marketing  Employment is expanding as the industry expands  Require action, creativity, and dedication  Sports journalists-new publications/books  Sports marketing jobs:  Scriptwriter  Producer  Ticket agent  Luxury-box sales representative  Food and merchandise sales representatives  Group-ticket salesperson

Categories of Sports  Amateur  High School  College  Professional

Amateur and Professional Sports  People prefer various categories of sports for different reasons  High School-may know the players or went to school  College-may find it more competitive or know them  Professional-may think it is the best

Amateur Sports  Amateur athlete-a person who does not get paid to play a sport  High school, college, recreational athlete  Amateur sporting events attract a large amount of fans, attention and money  Draw sponsors b/c they draw so many people  Youth leagues  Fans: family, friends, colleges and potential sponsors  Banners, booths, advertising to attract their target market

Recreational Sports  Begins with peewee leagues (Age 5-6)  Youth leagues  Boys and Girls Clubs  YMCA  Amateur Athletic Union (AAU)-established in 1888 as a non profit org. to encourage kids to play  Teams gain sponsorships to play  Adults  Softball, soccer, basketball, volleyball, kickball, skiing, rowing, rugby  Other-noncompetitive-scuba diving, rollerblading, skydiving, rock climbing

High School Sports  School spirit is affected by sports of the school  Big win: local newspaper, community, pride  Debate: Spending money on sporting events  National Federation of State High School Associations (NFHS)- set guidelines and ensure students benefit from a balanced educational and athletic experience  Tradition-encourages people to rally around the school and sporting events  Disney’s Remember the Titans-influence of school and community  Regional considerations: Region influences sport popularity  Southern States-high school football-as imp. as college or prof.  Central states- ice hockey  Vermont-skiing  Cali-surfing

College and University Sports  Very popular, extremely competitive  Are collegiate sports more competitive than professional?  Larger universities vs. smaller one  More sports offered, larger budget  Ex: Water polo, rowing, fencing, etc.  Ohio State’s athletic budget: One of the highest in NCAA. Better staff, facilities

NCAA Sports  National Collegiate Athletic Association  Governs college athletics  Oversees important decisions pertaining to athletics  Guidelines/rules are posted online ncaa.org Ex: players cannot accept any form of pmt from a school or from companies Encourage legitimate amateur competition  Regulates all college athletics Including the marketing of sporting events If rules are broken NCAA has authority to eliminate teams from playing for an entire season and can terminate an athlete's college scholarship  Divisions Created/determined by the characteristics of the school and level of competiveness DI, DII, DIII Ranking has an impt. affect on the community and schools-higher rank=larger crowd  Most heavily marketed collegiate sporting event: NCAA DI Men’s Basketball Championship tournament: March Madness Schools market to: 1. Potential markets to pay admission and buy apparel 2. Potential students/players

Professional Sports  Pro. Athlete-an athlete who has the will and ability to earn an income from a particular sport  Paid by employer: Team or organization  Opportunities to earn extra income-endorsements LeBron James: 3-yr contract of $12.96 million with a one- year option at $5.8 million. Nike endorsement=$90 mill.  Teams are businesses  Get players  Win  Draw crowds who buy tickets and merchandise

Olympic Sports  First recorded evidence: 776 B.C. in Greece!!  192 meter run. Then added discus, javelin, jumping, wrestling  Abolished in 393 A.D. b/c of Pagan influences by Roman Emperor Theodosius I.  1890-Pierre de Coubertin wanted to revive the games- formed a committee of 79 delegates  International Olympic Committee (IOC)-plan and oversee issues and decisions  April 1896-Athens chosen for the revival  300 athletes from 13 countries participated  Had to get there on own expense

Present-Day Olympics  What is the Olympic goal?  How often are the Olympics held?  How many athletes competed in the 2002 games?  What problems have the Olympics faced? (list 3)  In what year were corporate sponsors used?  What was the profit of the Olympics in 1932?

Present-Day Olympics  What is the Olympic goal?  “To contribute to building a peaceful and better world by educating youth through sports practiced without discrimination of any kid and in the Olympic spirit which requires mutual understanding with a spirit of friendship, solidarity and fair play.”  How often are the Olympics held? Every 4 years  How many athletes competed in the 2002 games? 2,399  What problems have the Olympics faced? (list 3) terrorist attacks, illegal drug use, boycotts  In what year were corporate sponsors first used? 1984  What was the profit of the Olympics in 1984? $225 million

Paralympics  Sir Ludwig Guttman organized a sports competition involving WWII veterans with spinal cord related injuries in England  Special Olympics-1968-Chicago, IL.  Offers year round training and competition in 26 Olympic-type summer and winter sports  Since 1968-served one million people in more than 200 programs in more than 150 countries

International Sporting Events  ABC Network-The Wide World of Sports show  Introduced people around the world to various sports and icons Wrist-wrestling, Soccer, Tour de France bicycle race, cricket, rugby

Women’s Sports  June 23, 1972-enactment of the Title IX, Education amendment-advanced girls’ participation in sports  Title IX-law that bans gender discrimination in schools that receive federal funds  =294,000 girls in interscholastic sports  =2,652,000  Females received more than $212 million in scholarships  Tennis star Billie Jean King-key player in women’s advancement in sports-won Wimbledon in 1962  Sports Illustrated “Sportswoman of the Year” in st time given to a woman

Extreme Sports  Extreme sports-sports that involve nontraditional, daring methods of athletic competition  Generation X :Skateboarders, rollerbladers, stunt bikers, snowboarders  Marketers: Sports drinks, clothing  X Games