Emergence of Sports Marketing SS 330 Sport Marketing & Promotions Dr. Brian Turner

Importance of Sports Marketing Without institutional support, In Division I-A … – of football programs showed a profit – of men’s basketball programs showed a profit – of women’s basketball programs showed a profit

Importance of Sports Marketing At Ohio State … –Football –Men’s Basketball –Other 34 sports * budget

Explosion of Sports Growth in sport consumption & investment Value of professional teams Expansion of hockey Interest in women’s sports Inclusion in mainstream media Popularity in Hollywood Expansion of sports programming

What is Sports Marketing? “… the specific application of marketing principles and processes to sport products and to the marketing of non-sports products through association with sport.” “Sport marketing consists of all activities designed to meet the needs and wants of sport consumers through exchange processes.”

Major Thrusts

Marketing Myopia “… practice of defining a business in terms of goods and services rather than in terms of the benefits customers seek.”

Understanding the Sport Industry Sport - “… a source of diversion or a physical activity engaged in for pleasure.” Relationship with the entertainment industry

Uniqueness of Sport Sport Product Sport Market Sport Financing Sport Promotion

Marketing Orientation Way of doing business where the organization concentrates on understanding the consumer and provides a sports product that meets consumers’ needs (while still achieving the organization’s objectives)

Structure of the Sports Industry Consumers Products Producers/ Intermediaries

Consumers of Sport The Spectator The Participants The Sponsors

The Sports Product “…a good, a service, or any combination of the two that is designed to provide benefits to a sports spectator, participant, or sponsor” Include: Sporting Events Sporting Goods Personal Training for Sports Sports Information

Producers/Intermediaries

Basic Marketing Principles & Processes Applied to Sport Sports Marketing Mix –“… coordinated set of elements that sports organizations use to meet their marketing objectives and satisfy consumers’ needs.” –Basic Elements

Basic Marketing Principles & Processes Applied to Sport Exchange Process –Marketing transaction in which the buyer gives something of value to the seller in return for goods and services must be at least 2 parties each party must have something of value to offer the other must be a means for communication between the 2 (or more) parties each party must be free to accept or decline the offer each party must feel that it is desirable to deal with the other(s)

Basic Marketing Principles & Processes Applied to Sport Something of Value Exchange Players

Strategic Sports Marketing Process “… process of planning, implementing and controlling marketing efforts to meet organizational goals and satisfy consumers’ needs.”