CHAPTER 3: THE SPORTS MARKET

I. SPORTS MARKETING PROFILE PEOPLE SPEND MONEY ON SPORTS BECAUSE THEY ARE ENTERTAINED BY THE COMPETITION AND SPECTACLE OF SPORTS. SPORTS MARKETERS SELL SPORTS, GAMES, AND SERVICES TO THESE FANS

SPORTS MARKETING: MARKETING ACTIVITIES DESIGNED TO SATISFY THE NEEDS AND WANTS OF SPORTS CONSUMERS THRU PLANNING, PROMOTING, FINANCING AND SPONSORSHIP. MARKETING OF SPORTS AND MARKETING THRU SPORTS

HISTORY: ARNOLD PALMER WAS ONE OF THE 1 ST PROFESSIONAL ATHLETES TO ASSOCIATE WITH CORPORATIONS IN A PROFESSIONAL ROLE MONDAY NIGHT FOOTBALL

II. CAREERS SPORTS MARKETING IS A MULTI-BILLION DOLLAR INDUSTRY W/ MANY CAREER OPPORTUNITIES: SCRIPTWRITERAvg. Salary: PRODUCERAthlete $43,350 TICKET AGENTAd Sales$47,890 FOOD-MERCHANDISE bls.gov/ooh GROUP TICKET SALES SPORTS AGENT

WHY??? Why is the average salary of an athlete so low???

III. CATEGORIES OF SPORTS THERE ARE SEVERAL CATEGORIES OF SPORTS THAT CAN BE CLASSIFIED AS AMATEUR OR PROFESSIONAL.

A. AMATEUR: ANYONE WHO DOES NOT GET PAID TO PLAY A SPORT OR PARTICIPATE IN A SPORTING EVENT. YOU ONLY NEED THE DESIRE AND THE DRIVE!

B. PROFESSIONAL: ATHLETE WHO HAS THE WILL AND ABILITY TO EARN AN INCOME FROM A PARTICULAR SPORT

IV. CATEGORIES OF AMATEUR SPORTS THERE ARE A VARIETY OF EVENTS THAT ARE CATEGORIZED AS AMATEUR SPORTING EVENTS:

A. YOUNG AMATEUR SPORTS- YOUTH LEAGUE TOURNEMENTS IN MAJOR CITIES THAT ATTRACT PARENTS, SPONSORS AND COLLEGES

B. RECREATIONAL SPORTS- CAN BE COMPETITIVE SUCH AS DOWN HILL SKIING, SOCCER, SOFTBALL NON-COMPETITVE SUCH AS SCUBA DIVING, ROLLERBLADING, SKYDIVING, AND ROCK CLIMBING

C. HIGH SCHOOL SPORTS- STRONG COMMUNITY TIES EDUCATIONAL BALANCE COMMUNITY TRADITION LOCATION CONSIDERATIONS

D. COLLEGE/UNIVERSITY SPORTS- VERY POPULAR AND COMPETITIVE OFFER LARGER VARIETY LARGER BUDGETS (OHIO STATE) ALUMNI CONTRIBUTIONS NCAA GOVERNED-MEN ’ S BASKBL

V. CATEGORIES OF PROFESSIONAL SPORTS PROFESSIONAL SPORTS PAYS OUT AND TAKES IN THE MOST AMOUNT OF MONEY OF ALL SPORTING CATEGORIES:

A. PLAYER PAY- PLAYERS WILL RECEIVE NOT ONLY PAYMENT FROM THE TEAM/CORP. BUT ALSO THRU ENDORSEMENTS (LEBRON JAMES, MICHAEL JORDAN, TIGER WOODS)

B. TEAMS AS BUSINESSES- TEAMS ARE CONSIDERED FULLY FUNCTIONAL BUSINESSES WHO ’S MAIN GOALS ARE: GET THE BEST PLAYERS SELL THE MOST MERCHANDISE SELL THE MOST TICKETS

C. PROFESSIONAL SPORTS ENTERTAINMENT- ATHLETIC & ENTERTAINMENT MARKETING ARE INVOLVED. MAJOR CORP. ARE WELCOMED AS SPONSORS B/C THEY ATTRACT AUD. TO PRODUCTS AS WELL AS THE SPORT.

VI. OTHER SPORTS CATEGORIES BESIDES THE MAIN CATEGORY OF SPORTS AND SPORTING EVENTS, THE WORLD OF SPORTS HAS BROADENED ITS CATEGORIES:

A. OLYMPICS- -GREEK INFLUENCE (776 B.C.-HRCL) REINSTATED-(IOC)-9 COUNTRIES -BROUGHT BACK TO ATHENS 1896 (300 ATHLETES, 13 COUNTRIES) ABANDONED CITIES

ILLEGAL DRUGS, TERRORIST ATTACKS, AND BOYCOTTS 1984-FIRST CORPORATE SPONSORSHIP FROM 43 CORP (225 MILLION) AMATEUR RULE: OVERTURNED IN “ DREAM TEAM ”

B. PARALYMPICS- -CONTEST FOR THOSE WITH SPINAL CORD INJURIES SPECIAL OLYMPICS-EUNICE KENNEDY SHRIVER. CURRENTLY SERVES 1 MILLION IN 200 PROGRAMS & 150 COUNTRIES

C. INTERNATIONAL SPORT EVENTS BRINGING EVENTS TO AMERICA FROM AROUND THE WORLD -TOUR DE FRANCE -POLO -WORLD CUP -OLYMPICS

D. WOMEN ’ S SPORTS (PG. 67) MILDRED DIDRIKSON TITLE IX-BANS GENDER DISCRMN. IN SCHOOLS -BILLE JEAN KING ST FEMALE NBA PRESD.

E. EXTREME SPORTS- NON-TRADITIONAL METHODS OF ATHLETIC COMPETITION: SURFING SKATEBOARDING SNOWBOARDING MOUNTAIN BIKING X GAMES- ESPN