Sports Meets Marketing MKT 3865 Dr. Don Roy

What is Sports Marketing?

Sports Marketing Defined “The use of marketing strategies by sport products or entities for the purpose of satisfying the needs of the organization and its customers.”

Dimensions of Sports Marketing 1. Marketing of Sports- Marketing activities of leagues, teams, individuals, events, and sporting goods. 2. Marketing through Sports- Use of sports in a firm’s marketing strategy. Sponsorship is a prime example of a firm aligning itself with a sports property for commercial benefit.

Marketing through Sports: Pepsico 10-year extension of NFL partnership through 2022 Estimated $100 million per year in rights fees Another estimated $130 million per year marketing investment

1. _____ advantage 2. Positioning _____ 3. _____-based relationships Distinguishing Characteristics of Sports Marketing

The 5Ps of Sports Marketing UNDERSTANDING Customers P OSITIONING SATISFYING Customers P ROFITS SERVING Customers P EOPLE RESPONDING to Customers P LATFORM ENGAGING Customers P ROMOTION

Applying the 5Ps Conduct fan satisfaction survey Train foodservice staff on customer service techniques Experiment with different ticket pricing tactics Identify new product licensing opportunities Use social media to deliver information on new products Explore new uses for a facility during off days and off season For each marketing task, identify which of the 5Ps of sports Marketing it best relates:

Monopoly Era ( ) Television Era ( ) Highlight Era ( ) Experience Era (2010-TODAY) Evolution of Sports Marketing

Monopoly Era

Television Era

Highlight Era

Experience Era

Course Themes 1. The Affinity Advantage 2. The Positioning Challenge 3. It’s the Experience, Stupid!