Differences in Marketing Section 2.3

Sports vs. Entertainment The differences can be found in three different areas: -Consumer Loyalty -Product -Revenue

Consumer Loyalty Occurs when consumers are happy with a company’s product and become repeat customers.

Consumer Loyalty Sports Marketers - target a core group of fans and maintain their loyalty. Entertainment Marketers - target each product to a well-defined group.

Job of Sports Marketer Find a winning team! Know what consumers want. Try to Deliver that product.

Job of Entertainment Marketer Find a winning formula! Try to know what consumers want. Create that product.

Product Sports – consistency, stability Entertainment – variability, changeability

Revenue Stream Various types of entertainment products lead to a diverse stream of revenue. One sporting event does not usually produce the same amount of revenue as an entertainment event. (with exceptions)

The promotion of a company in association with a property. Sponsorship The promotion of a company in association with a property.

Examples Corporate boxes in stadiums. Stadium naming rights.

Advertising/Broadcasting Virtual advertising – has created revenue for sports teams and venues. TV networks make deals with sports leagues for exclusive rights to broadcast games.

Examples NBC – Notre Dame ABC – NFL Monday night football CBS – NCAA Basketball tournament