1. Sport Management & Marketing Agencies
Chapter 10
Sport Management & Marketing Agencies

2. Questions to Consider:
What are sport management and marketing agencies?
What are the different types of sport management and marketing agencies and what is their central role?
What types of experiences, education, and skills would a person need to attain when pursuing a position with a sport management and marketing agency?

3. Introduction
A sport management and marketing agency is a business that acts on behalf of a sport property.
Sport property can be
A person
A corporation
An event
A team
A place
A concept

4. Introduction Actions undertaken may include Representation Negotiation
Sales
Licensing
Marketing
Management

5. Functions Client management and representation
Client marketing and product endorsement
Event creation and development
Event management and marketing
Property representation and licensing
Television development and production
Sponsorship solicitation and consulting
Hospitality management services
Grassroots and participatory programs
Research evaluation
Financial planning and management

6. Client Management and Representation
Represents a client in contract negotiations and marketing decisions
Negotiations may be between
player and team
license and licensor
product and endorser
Functions involve
Financial planning
Investment and management
Marketing
Personal appearances
Other forms of revenue production and management
Donovan McNabb (Eagles Quarterback)
Chicago-based CSMG
Negotiates his player contracts
Advises financial & marketing opps.

7. Client Marketing and Product Endorsement
Involves the agency in the promotion and total marketing of the client
For athletes
Endorsement opportunities
Product endorsement
Personal appearances
Book contracts
Interview and feature stories
Tiger Woods
IMG (International Mgmt Group)
Secures endorsements with Buick & Nike

8. Event Creation & Development
Creating new sports & events
New satellite technology
Fiscally rewarding opportunities
Jim Kelley Enterprises
Great Outdoor Games
X Games
Quarterback Challenge

9. Event Management and Marketing
Involved in activities such as
Golf and tennis tournaments
Festivals
Bowl games
Functions include
Tournament operations
Hospitality and entertainment
Sponsorship and ticket sales
Licensing and merchandising
Television production, public relations, promotion
PGI, Inc.
Major sport events including:
MLB
NFL
PGA Tour

10. Property Representation and Licensing
Property can be a facility, event, team, athletic program, band or concert tour, and so on
Functions include
Sales of rights fees
Promotional licensing opportunities
Sponsorship sales
Signage and advertising agreements
Endorsements
Rose Bowl
Rock & Roll Hall of Fame
San Antonio Spurs
US Tennis Open
Ohio State University

11. Television Development and Production
Agencies have recognized the opportunities that television presents
Cable
Satellite
Pay-per-view
Example
The emergence of 12-team conferences has resulted in lucrative markets for televised conference championships
Host Communications Creative Sports Marketing
Raycom

12. Sponsorship Solicitation and Consulting
The most common functions are the solicitation and securing of corporate sponsorships
Particular properties may assist in achieving corporate goals and objectives
Atlanta-based Bevilaqua International
Specializes in Olympic sport marketing
Specializes in working with corporations & major events to enhance, protect and leverage the marketing investment

13. Hospitality Management Services
Functions include
Transportation and other logistical issues
Menu and food service planning and management
Corporate sponsor entertainment
Special auxiliary event creation and management
Housing
Awards, gifts, and recognition programs
Party Planners West
Produces the NFL Experience
Fan interactive event in association with the Super Bowl

14. Grassroots and Participatory Programs
Designed to build a following
Essential to long-term growth
Mostly aimed at children and adolescents who are potential consumers in the future
Often targeted to certain demographic groups and ethnic markets
Major League Baseball’s RBI Program
Targets inner city youth
NBA’s Basketball Without Borders
Global program that targets youth

15. Research and Evaluation
Research is critical to success and aids decision making
Forms of research
Mail surveys
On-site surveys
Personal interviews
Pre- and posttest event impact analysis
Focus groups
Joyce Julius and Associates Audience Analysts
Performance Research

16. Financial Planning and Management
Highly specialized service involving
Accountants
Financial planners and advisors
Investment specialists
Portfolio managers
Few agencies specialize in this type of service
IMG offers this as part of their services
Usually outsourced to financial planners or accountants

17. Types of Agencies
Full service
General
Specialty
In-house

18. Full-Service Agencies
In-house personnel perform a full range of services
Client management
Event creation
Television development
Sponsorship solicitation
Hospitality services
Research and evaluation
Financial planning

19. IMG
Because of the size and scope of IMG, and the many relationships it has constructed over the past 4 decades, it has a major advantage over competitors in attracting clients. Here is a partial list of clients:
Andre Agassi (Tennis)
Venus Williams (Tennis)
Annika Sorenstam (Golf)
Julie Foudy (Soccer)
Arnold Palmer (Golf)
Tiger Woods (Golf)
Brett Hull (Hockey)
Chris Webber (Basketball)
Jeff Gordon (Auto Racing)
Pat Conroy (Author)
John Madden (Broadcasting)
Serena Williams (Tennis)
Lauren Hutton (Acting)
And many more…..
Peyton Manning (Football)

20. Top Sport Marketing Agencies
Table 10.1, Pg. 213
IMG, Octagon, Host Communications, etc.

21. General Agencies
Uses an integrated approach in the development of client programs
Marketing and representation of athlete, coach, or broadcaster
Team and venue services
Corporate consulting and property marketing
Hospitality and event management
16W Marketing
Provides certain business components:
Representation, Venue services, consulting & marketing, & hospitality

22. Specialty Agencies
Specializes in the types of services it provides or in the scope of its clientele
Sponsorship and event marketing
Event management and hospitality
Velocity Sports & Entertainment
Headquartered in Wilton, Connecticut
Specializes in sponsorship and event marketing

23. In-House Agencies
Departments of companies that perform many sport marketing functions on behalf of the products and divisions of the parent company
Brand or product managers
Advertising departments
Public relations departments
Community affairs departments
NBA Attractions & Entertainment
Division of the NBA
Promotes the NBA as a holistic product through special events & activities (NBA Jam Session, NBA Draft)

24. Challenges Facing Agencies
In-house versus outsourcing
Control in generating more income and cutting expenses
Conflicts of interest
Agency under contract of an athlete and several teams
Mergers and acquisitions
Trend toward aggressive mergers and acquisitions
Labor unrest
Downfall of a strike
Legislative and judicial review
Elimination of tobacco and alcohol signage

25. Careers Within an Agency
Typically hire experienced people
Degree
Business degree with a marketing background is preferred
Sport management degree with several electives in business is desirable
Advanced degrees in business, law, or sport management are an advantage
Skills
Pg. 220-Figure 10.2—organizational, technical, people

26. Next Session: Chapter 11-Sport Tourism
Think of the places you have traveled in the past…..have any of them been centered around an athletic or sporting event?
Research one place you could travel to an athletic/sporting facility and come prepared to talk about it on Thursday.