SEM A - Marketing PE - Understand sport/event marketing’s role and function in business to facilitate economic exchanges with customers. PI - Explain the nature of sport marketing PI - Explain the nature of event marketing

Define: sports marketing Sports Marketing: the process of planning and executing the conception, pricing, promotion, and distribution of sports ideas, goods and services to create exchanges that satisfy individual and organizational objectives – Satisfy the needs and wants of the consumer

Sports Products Goods and Services Goods: tangible, physical product Service: intangible, performed for a customer, for a price or a fee. Often a unique experience. – Also considered a product – Events are considered service-product

Categories of Sports Products Sporting Goods Personal Training Sports information Sporting Event

Categories of Sport Products Sporting Goods: – Goods-Product – Tangible – manufactured products – make the game possible – equipment, clothing, licensed merchandise

Categories of Sport Products Personal Training: – Service-Product Sports Information: – Good AND Service? – Radio, TV, Magazines, Newspapers, Internet

Categories of Sport Products The Sporting Event: – Service-Product – Intangible: an experience you can see, hear, feel, and participate in – Perishable: Once over, the product is gone – Athletes/participants: partakes or competes in the event – Spectators/fans: observe, but do not participate – Venue: facility where the product is offered

Categories of sport consumers 1. Unorganized participants: – No rules or guidelines – walk in the woods, jogging

Categories of Sport Consumers 2. Organized participants: – Follow regulations and rules for participation – Amateurs: not paid to play regulated on local, state, national level – Professionals: paid to play occupation (income) is playing the game – Sanctioning Bodies: Organizations that establish rules for the games Control advertising and promotion to promote growth

Categories of Sport Consumers 3. Spectators/fans: – observers of the sporting event – create excitement 4. Sponsors: – businesses or organizations – pay to associate their names or products with a sporting event, team, – or athlete – recognition/affiliation/publicity

Growth and Marketing of the Sports Industry A product (good or service) becomes more popular because of marketing Marketing opportunities increase as the product grows – resulting in increased sales and profits

Benefits from Sports Good for You – Increases opportunity for employment – Benefit those who participate either by playing or watching – Recreation – Entertainment Good for the Local Community – Economic effect of a major event – Improve city’s image – Generates billions of dollars of revenue each year – More jobs – Multiplier effect

Define: Entertainment Marketing The use of entertainment to develop, promote, price and distribute goods and services to satisfy the wants and needs of customers.

Define: Event Marketing designing and developing a live-themed activity, occasion, display or exhibit – a sports game, music festival, or concert – promote a product, cause, or organization. Produced and consumed at the same time Unique experience: for each participant or spectator

Types of Events Corporate Events – Conferences, seminars, trade shows, team building, theme parties, VIP events, incentive travel Private Events – Invitation only – weddings, birthdays, family events, anniversaries Public Events – Anyone can attend – Concerts, games, shows, festivals

Benefits of Event Marketing. Start a dialogue: face to face marketing Personal connection: builds consumer trust for the product Immediate fulfillment: produce and consume the product at the same time Brand awareness: build awareness of your product by marketing the event - Examples: sales flyers, ads, promotion & PR