Chapter Objectives Define sports marketing. Identify the different categories of sports. Differentiate between amateur sports and professional sports. Discuss the significance of international sports. Explain the significance of women’s sports. Vocabulary Sheet 2

Sports Appeal and Marketing The two major components of sports marketing are: sports marketing all the marketing activities designed to satisfy the needs and wants of sports consumers The marketing of sports Marketing through sports 3

Careers in Sports Marketing Examples of jobs in sports marketing include: Scriptwriter Producer Ticket agent Luxury-box sales representative Food and merchandise sales representative Group-ticket salesperson 4

Variety of Sports Sports and sporting events can be classified into the following categories: Amateur High school College Professional 5

Amateur Sports High school, college, or any recreational player is considered an amateur athlete. amateur athlete a person who does not get paid to play a sport Amateur sporting events attract a large number of fans, attention, and money. 6

High School Sports The goal of the National Federation of State High Schools Association (NFHS) is to make sure that students benefit from a balanced educational and athletic experience. In many communities, high school sports are a source of pride and part of tradition. Regional influences affect the popularity of sports in the United States. 7

College and University Sports Sporting events at the college level are very popular and extremely competitive in all regions. NCAA a national organization that governs college athletics and oversees important decisions pertaining to athletics The National Collegiate Athletic Association (NCAA) posts its guidelines and rules on its Web site at www.ncaa.org. 8

ACTIVITY As we discussed earlier, the NCAA regulates college teams and athletes. Visit www.ncaa.org What are 3 rules for collage athletes? When did the NCAA begin and why? What is the NCAA clearinghouse? Customizable Slide 9

Professional Sports The income of a professional athlete is paid for by his or her employer, who is the team or organization. professional athlete an athlete has the will and ability to earn an income from a particular sport Professional athletes also have the opportunity to earn income from endorsements. 10

Other Categories of Sports Other categories of sports include: Olympic Games Athletes with disabilities International sports Women’s sports Extreme sports 11

Olympic Sports The first Olympic game was held in 776 B.C. The Olympic Games grew and continued to be played every four years until they were abolished in 393 A.D. The Olympic Games were revived in 1890. The International Olympic Committee (IOC) plans the games and oversees issues and decisions. The Amateur Rule was overturned in 1986. 12

The Wide World of Paralympics The Paralympic Games are Olympic-style games for athletes with disabilities. In 1968, Eunice Kennedy Shriver organized the First International Special Olympic games. Special Olympics currently serve one million people in more than 200 programs in more than 150 countries. 13

International Sporting Events Popular sports around the world include: Soccer (the World Cup) Biking (the Tour de France) Cricket Rugby Each of these sports provides entertainment to the sports consumer and new challenges to sports marketers. 14

Women’s Sports On June 23, 1972, the enactment of Title IX, the Education Amendment, advanced girls’ participation in sports. Title IX a law that bans gender discrimination in schools that receive federal funds Women’s amateur and professional sports organizations have taken substantial steps in involving women in sports. 15

Extreme Sports Extreme sports are relatively new to sports-marketing efforts. extreme sports sports that involve nontraditional, daring methods of athletic competition Corporations have begun to market products toward a new target market by promoting extreme sport drinks, clothing, and other merchandise. 16

Sports Categories Sports Paralympics Amateur High School College Professional Extreme Recreational Olympics Sports 17

What are the four main categories of sports? 1. What are the four main categories of sports? Which category is the most costly and marketed of all categories? List three other categories besides professional and amateur sports that reflect the “wider” world of sports. 2. Quick Check Answers amateur sports, high school sports, college and university sports, and professional sports professional sports Answers will come from the following: Olympic sports, paralympics, international sporting events, women’s sports, and extreme sports. 3. 18

ACTIVITY Faces of Sports Marketing and NFL Promotional Research Customizable Slide 19