1. The Fusion of Marketing with Sports & Entertainment
Task:
22 Examine Aspects of Planning in Industry
23 Examine Aspects of Management in Industry
Copyright © 2014 by Sports Career Consulting, LLC

2. What is Marketing? What is SEM? The process of developing,
Task 22 Aspects of Planning
What is SEM?
What is Marketing?
The process of
developing,
promoting, and
distributing
products, or goods and services to satisfy customers’ needs and wants
Copyright © 2014 by Sports Career Consulting, LLC

3. Sport What is SEM? Def: a source of diversion or physical activity
Task 22 Aspects of Planning
What is SEM?
Sport
Def: a source of diversion or physical activity
engaged in for pleasure
participant OR spectator
form of entertainment
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4. Entertainment What is SEM?
Task 22 Aspects of Planning
What is SEM?
Entertainment
Def: whatever people are willing to spend their money and spare time viewing rather than participating
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5. Sports Entertainment What is SEM? Spontaneous/not planned
Task 22 Aspects of Planning
What is SEM?
Sports
Entertainment
Spontaneous/not planned
Unpredictable outcome
Involves competition
Fans support one team
Usually planned with a script or program
Consumers are not motivated by brand or team
Consumers do not remain loyal to a brand
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6. What is Sports Marketing ?
Task 22 Aspects of Planning
What is SEM?
What is Sports Marketing ?
(1) the act of using sports as a platform
to market products or services and increase sales
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7. What is Sports Marketing ?
Task 22 Aspects of Planning
What is SEM?
What is Sports Marketing ? or
(2) the process of marketing and selling
the sports property itself
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8. Sports & Entertainment Marketing
Task 22 Aspects of Planning
What is SEM?
Two Types of
Sports & Entertainment Marketing
1) Marketing through Sports & Entertainment
&
2) Marketing of Sports & Entertainment
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9. Sports & Entertainment
Task 22 Aspects of Planning
What is SEM?
Marketing through
Sports & Entertainment
Companies use sports and entertainment as a vehicle to gain exposure for their products
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10. Sports & Entertainment
Task 22 Aspects of Planning
What is SEM?
Marketing through
Sports & Entertainment
Coca-Cola, McDonald’s, Panasonic, Visa, General Electric and others spending millions to sponsor the 2016 Summer Olympic Games in Rio de Janeiro as a tool to brand their product globally on the international stage
Gatorade affiliating its product with athletes like Peyton Manning, Serena Williams, Eli Manning, Cam Newton, Paul George, Abby Wambach and Bryce Harper
Copyright © 2014 by Sports Career Consulting, LLC

11. Sports & Entertainment
Task 22 Aspects of Planning
What is SEM?
Marketing through
Sports & Entertainment
Gatorade/Paul George
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12. Sports & Entertainment
Task 22 Aspects of Planning
What is SEM?
Marketing through
Sports & Entertainment
Product placement is a tactic companies use to place their products within a particular form of entertainment to gain visibility or exposure
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13. Sports & Entertainment
Task 22 Aspects of Planning
What is SEM?
Marketing through
Sports & Entertainment
Mercedes-Benz vehicles were prominently featured in the blockbuster film, Jurassic World
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14. Sports & Entertainment
Task 22 Aspects of Planning
What is SEM?
Marketing through
Sports & Entertainment
Coca-Cola & Ford sponsorships with American Idol
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15. Marketing of Sports & Entertainment
Task 22 Aspects of Planning
What is SEM?
Marketing of Sports & Entertainment
involves the promotion and sales of the sports and entertainment products themselves
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16. Marketing of Sports & Entertainment
Task 22 Aspects of Planning
What is SEM?
Marketing of Sports & Entertainment
SONY Pictures spent $400 million to market Angry Birds
Avg to market a film worldwide is now around $200 million
$4.3 million in 1980
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17. Think About It What is SEM?
Adidas invests in a luxury suite at the Staples Center in Los Angeles. Is this an example of the marketing of sports or an example of marketing through sports?
Copyright © 2014 by Sports Career Consulting, LLC

18. Think About It What is SEM?
The Adidas investment in a luxury suite at the Staples Center arena provides an example of BOTH marketing of sports and marketing through sports.
Copyright © 2014 by Sports Career Consulting, LLC

19. Think About It Marketing of Sports:
What is SEM?
Think About It
Marketing of Sports:
The marketing OF sports occurs as the Staples Center marketing staff actively engages in the activity of selling suites to corporations, thereby marketing their products.
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20. Marketing through Sports:
What is SEM?
Think About It
Marketing through Sports:
Occurs as Adidas uses the suite for events (NBA’s Lakers or Clippers basketball games, Disney on Ice, Rolling Stones Concert, Barnum & Bailey Circus, Harlem Globetrotters, NHL’s Kings, WNBA’s Sparks, etc.) to entertain customers, prospective customers and employees.
Copyright © 2014 by Sports Career Consulting, LLC

21. Sports Management vs. Sports Marketing
Task 23 Aspects of Management
What is SEM?
Sports Management vs.
Sports Marketing
Sports management is the study and practice of all people, activities, businesses or organizations involved in producing, facilitating, promoting or organizing any sport-related business or product.
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22. Sports Management areas of
Task 23 Aspects of Management
What is SEM?
Sports Management areas of
study might include:
Sport law
Facility management
Human resources
Sport governance
Leadership
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23. Examples of Sports Marketing Activities
Task 23 Aspects of Management
What is SEM?
Examples of Sports Marketing Activities
Tostitos sponsoring the Fiesta Bowl
MLS team offering payment plan options for
season ticket buyers
The Big East athletic conference agreeing to a 7-year television contract in 2013 with ESPN worth an estimated $130 million
Copyright © 2014 by Sports Career Consulting, LLC

24. Examples of Sports Marketing Activities
Task 23 Aspects of Management
What is SEM?
Examples of Sports Marketing Activities
A corporation’s purchase of a courtside tickets to entertain clients at NBA games
A sign or banner displaying a company’s logo at a hockey rink
Coca-Cola paying for “pour rights” at an event or facility
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25. Task 23 Aspects of Management
What is SEM?
Entertainment Marketing is the process of developing, promoting, and distributing products, or goods and services, to satisfy customer’s needs and wants through entertainment, or any diversion, amusement, or method of occupying time
Copyright © 2014 by Sports Career Consulting, LLC

26. Entertainment Marketing can be focused on both content & delivery Ex:
Task 23 Aspects of Management
What is SEM?
Entertainment Marketing
can be focused on both
content & delivery
Ex:
Movie studio produces a film (content)
Theater (delivery) makes money showing the movie (along with concessions)
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27. Entertainment Marketing
Task 23 Aspects of Management
What is SEM?
Entertainment Marketing
Much like paying rights fees to sports leagues, broadcast companies also pay for the rights to broadcast major television events
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28. Entertainment Marketing
Task 23 Aspects of Management
What is SEM?
Entertainment Marketing
According to the Hollywood Reporter, NBC is paying an estimated $21.5 million per year through at least 2018 for the rights to broadcast the next four Golden Globe shows
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29. Examples of Entertainment
Task 23 Aspects of Management
What is SEM?
Examples of Entertainment
Attending a Washington Redskins game
Seeing the National Symphony Orchestra perform at the Kennedy Center
Reading one of the novels in The Hunger Games trilogy
Visiting the Baltimore Aquarium
Listening to an artist’s newest song on your phone
Going to a concert
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