Chapter 3 Participants Versus Spectators. Chapter Outline Sport Participants Factors Affecting Sport Participation Trends in Sport Participation Sport.

Slides:



Advertisements
Similar presentations
1.1.2a – Key influences that impact on sustained involvement in physical activity Learning objectives -To understand the influences on choice of physical.
Advertisements

ECONOMIC IMPACT OF COLLEGE ATHLETICS Benefits to the community Good for town business Good for stadium business Sponsorship and licensing Sponsorships.
©2009 McGraw-Hill Higher Education. All rights reserved. Sport Careers Chapter 13.
Sports Marketing Profile
Race, Ethnicity, and Sport
StemEnhance ® the Ultimate Fitness & Sports Nutrition Supplement.
13-1 Chapter 13 Segmentation of the Sports Market Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin.
Second Edition.  Highlights of second edition  Popular topics for students  Unique text characteristics  Ancillary materials to help.
Chapter 13 Social Class and Sport.
15-1 Chapter 15 Segmentation of the Sports Market McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.
17-1 Chapter 17 Distribution Decisions in Sports Marketing McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.
McGraw-Hill/IrwinCopyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER 14 Sport Careers.
© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 7SLIDE 1 CHAPTER 7 CHAPTER 7 Sports Marketing Marketing Firms The Global.
Coaching: The Art and the Science “It is not enough to have a good mind. The main thing is to use it well.” ( Rene Descartes)
Sports Marketing: A Strategic Perspective Third Edition Matthew D. Shank CHAPTER 1 EMERGENCE OF SPORTS MARKETING.
Understand sport/event marketing’s role and function in business to facilitate economic exchanges with customers. SEM 1.02.
The Beijing Challenge and the road to /13/20151 The Beijing Challenge and the Road to 2012: Engaging and measuring community physical activity participation.
Standard Two: The FAN The FAN Standard Two Lesson 2.1.
A Strategic Perspective on Sports Marketing. Objectives  Define Sports Marketing  Examine Growth  Types of Sports Consumers  Types of Sports Products.
The Guide To Economic Thinking. People Choose. Most situations involve making choices. People evaluate the costs and benefits of different alternatives.
Bodies Influencing and Promoting Participation and Excellence in Physical Activity. Mr. P. Leighton Contemporary Sporting Issues.
Graduate Global Messenger Training Date Location Trainer.
Different kinds of sports. There are lots of different kinds of sports. What are they?
American sports and Games
The Sports Consumer sports consumer A purchase by the sports consumer, as a customer, is like a vote because the purchase equals a decision of approval.
The FAN Standard Two Lesson 2.1. Standard Two Students will assess the fan’s role in sports marketing as a spectator and consumer.
Bell Ringer What are the two main forms of distribution for Sports and Entertainment?
What is Sport Marketing?
February 12, 2014 What do college sports rankings mean for a university?
Industry Segments Chapter 3. SPORTS & ENTERTAINMENT INDUSTRY Industry – a group of organizations involved in producing or handling the same product or.
1.01Intro. to Sports and Entertainment Marketing.
In Poland there are a lot of winter sports and summer. Summer sports include: swimming, athletics, gymnastics, basketball, badminton, bowling, cycling,
3.1.1 – The demands of performance – Characteristics and benefits of leisure and recreation. Learning objectives To describe leisure time and provide example.
CHAPTER 7. SPORTS AND RECREATION People have enjoyed sports and recreational activities for their leisure time. The industry has grown in the past years.
{ 3. Opportunities, pathways and Participation in Physical Education Levels of participation in sport and physical activity.
Chapter 8 International Sport 8 International Sport C H A P T E R.
Chapter 12 Women and Sport 12 Women and Sport C H A P T E R.
Chapter 13 Social Class and Sport
Chapter 6 Youth Sport. Chapter Outline History of Youth Sport Sponsors of Youth Sport Current Status of Youth Sport Organized Youth Sport Why Kids Play.
Chapter 3 Participants Versus Spectators 3 Participants Versus Spectators C H A P T E R.
Chapter 11 Race, Ethnicity, and Sport
Chapter 15 Sports Presented by: Jarrett Hurms The Nature of Sports  Sport-set of competitive activities in which winners and losers are determined by.
Chapter 6 Youth Sport 6 Youth Sport C H A P T E R.
Chapter 7 7 Contemporary Leisure Virginia Dilworth C H A P T E R.
+ Categories of Sports. + Objective To identify the different categories of sports.
Chapter 4 Perspectives in Sport Consumer Behavior.
We thank the Office of Research and Sponsored Programs for supporting this research, and Learning & Technology Services for printing this poster. Introduction.
Standard Two  Students will assess the fan’s role in sports marketing as a spectator and consumer. 1.
Chapter 19 Future Trends in Sport. Chapter Outline Social Trends Conflict Between Performance Sport and Participation Sport Effects of Social Changes.
Chapter 2 College and Amateur Sports. Lesson 2.1 Marketing College Athletics.
Sports in Great Britain. The Englishmen are known to be great sports-lovers. Sport plays a very important role in people’s lives in Britain. Millions.
Chapter 4 Business of Sport.
The FAN Standard Two Lesson 2.1.
The FAN Standard Two Lesson 2.1 Standard Two: The FAN.
Chapter 9 Olympic Movement.
Chapter 2 How Do We Study Sport?.
Chapter 8 International Sport
The FAN Strand 5 Standard 1 and 2.
Chapter 5 Media and Sport
Chapter 14 Special Populations and Sport
Chapter 20 Future Trends in Sport
Influences on a Healthy, Active Lifestyle
The FAN Standard Two Lesson 2.1.
Chapter 4 Business of Sport
The FAN Standard Two Lesson 2.1.
Let’s Talk & Get You Ready to Play!
Chapter 3 Participants Versus Spectators
Chapter 20 Future Trends in Sport
Understand sport/event marketing’s role and function in business to facilitate economic exchanges with customers. SEM
Different kinds of sports
Presentation transcript:

chapter 3 Participants Versus Spectators

Chapter Outline Sport Participants Factors Affecting Sport Participation Trends in Sport Participation Sport Spectators Trends in Spectator Sports Marketing to Participants and Spectators Summary

Participants Versus Spectators Participation and spectator sports are often mistakenly combined statistically and anecdotally. There is a large difference between participating and viewing. Participants are more likely to be spectators, but spectators are not necessarily more likely to be participants.

Sport Participants In the United States, 65% of people participate in sports (Leisure Trends, 2004) High-performance versus participation athletes (extrinsic versus intrinsic rewards) Might encourage children to engage in sport for physical and social benefits, but sports are becoming more elitist, competitive, and specialized Masters level increasingly more competitive See table 3.1 on page 42 for trends in sport participation

Factors Affecting Sport Participation Pursuit of excellence Recreation through sport Commercial sponsors Ability to modify game Support from national governing bodies (NGBs) and associations Individual and community attitudes toward sport Health concerns

What influences sport participation?

Social Influences Family support Sport environment (coach, teammates, win– loss record) Teachers, counselors, older children Heroes and role models

Demographical Influences Geography Climate Age Gender Social and economic class

Trends in Adult Sport Participation Differences in female and male preferences –Females: Walking, basketball, aerobics –Males: Golf, weightlifting, basketball In United States, 69% of males and 61% of females are participants Changes in last 10 years in activity preferences Increase in popularity of fitness-oriented sporting activities

Sport Spectators Steady increase since 1920s Live event viewing continues to increase Largest growth in media spectatorship (television and Internet) Decline in network sports viewing in past 20 years due to dilution of market See table 3.2 on page 47 for trends in in- person attendance at spectator sports

What are the most popular spectator sports? How do they differ from participation sports?

Spectator Versus Participation Sports Spectator sports are more team oriented and allow for dramatic moments. –Baseball and football –Attract all social classes Participation sports (adults) are more fitness oriented. –Women: Walking, basketball, aerobics, weightlifting, exercise, golf –Men: Golf, weightlifting, basketball, football, walking, hiking

Influences on Sport Spectatorship Social and economic class –Cost to attend sporting event can be $100 to $200 U.S. for family –High SES: polo, yachting, sailing, racing –Middle SES: tennis, golf, sailing, skiing –Low SES: auto racing, wrestling, bowling, boxing –College sports are watched by college graduates –Baseball and football cross social classes Ethnicity and gender

Trends in Sport Spectatorship Major shift in interest of girls and women Diversity of viewers for a sport increases with diversity of athletes in that sport Certain sports are increasing in popularity (figure skating, women’s college basketball) Olympic sports viewing increased when gap was reduced to 2 years

Key Point People watch sports they can identify with.

Marketing Sport Shift in demographic of target audiences Opportunities to globalize sport marketing Need to carefully research historical and potential participants Increase in endorsements of professional athletes Sponsors match product to spectator –Tennis and golf: Mercedes and Lincoln cars –Football: Chevrolet trucks and beer

Summary Wide range of sport participants who vary in motivation and level of participation Increase in participation in fitness-oriented activities Spectatorship varies with demographics Spectatorship trends match growing diversity in interest and participation Marketing in sport matches sport preferences

On Deck… Questions and comments Assignments and readings Next chapter: Business of Sport –Corporate sport –Ownership –Sport as a moneymaker