1. Sports Marketing Lesson Plan Day 10
Opening Bell Activity-   Fighters)
Respect
Professional Development Points
Strand 3 (Review/New)- Teacher led discussion
Strand 4 (New)- Teacher led discussion
Shark Tank

2. Respect

3. Strand 3 (Review)- Students will gain a greater understanding of the event component of the "event triangle".
Standard 1: Students will assess the importance of event marketing.
Identify and describe the key components of an event.
Ticketing
Gate Receipt
Concessions
Merchandising opportunities including licensed merchandise
Seating
Staffing & Training

4. Strand 3 (Review)- Students will gain a greater understanding of the event component of the "event triangle".
Standard 2: Students will be able to discuss and review means of evaluating an event.
Sales-ticketing-season-packages
Event enjoyment-fan reaction & consumer evaluations
Return on Investment-repeat purchase or event participation questions
Venue-capacity/perceived crowding

5. Ticketing (Review) Single Game Ticket (pre-game purchase)
Single Game Ticket (walk-up)
Package
Season
What do professional or college teams prefer?

6. Venue (Review) New or old Seating capacity History Plus or minus?
What are some of the greatest venues in sports today?

7. Evaluating an Event (Review)
How were ticket sales?
Was the event enjoyed by the fans?   
What was the return on investment?
Was the venue too big or too small?

8. Strand 4 (Review)-Students will gain a greater understanding of the sponsor component of the "event triangle"
Standard 1: Students will understand the role of corporate partners (sponsors) in sports and entertainment marketing.
Understand the concept of sponsorship
Define sponsorship
Discuss reasons a company would be involved in an event or sports property.
Understand and discuss the concept of borrowed equity and marketing through sports vs. Marketing of sports
Discuss concerns related to ambush marketing
Recognize major goals of sponsorship and understand and identify sponsorship levels.
Increase Sales
Increase Awareness
Be Competitive
Reach the Target Market
Build Customer Relationships
Develop Image
Leveraging

9. Strand 4 (Review)-Students will gain a greater understanding of the sponsor component of the "event triangle"
Standard 1: (Continued)
Describe activities to market products using sports/entertainment (celebrity/star athlete endorsements, autograph signing events, promotional tie-ins (movie characters with fast food chains, lunch boxes, apparel, etc.), venue signage, merchandising tie-ins, fan gear, etc.
Understand that sponsorship is often outsourced in sports and entertainment and how this is done.

10. Strand 4 (Review)-Students will gain a greater understanding of the sponsor component of the "event triangle"
Standard 1: (Continued)
Sponsorship- Paying to have your company represented at an event.
Why would a company be involved in sponsoring a sports or entertainment property?
Recognition
Increase awareness
Remain competetive
Reach their Target Market
Build Customer Relationships
Develop Image
Leveraging

11. Ambush Marketing
A marketing strategy in which an advertiser "ambushes" an event to compete for exposure against competing advertisers.
Fans wearing t-shirts to games for a company that is paying them.

12. Strand 5 (Review)-Students will gain a greater understanding of the fan component of the "event triangle".
Standard 1: Students will understand the role of fans in sports and entertainment marketing.
Understand the reasons why fans attend or participate in sports and entertainment.  This includes entertainment, diversion from everyday life, career opportunities, etc.
Explain and evaluate fan attendance factors: Sports team success, star power, loyalty, pricing, etc.
What target market would be valuable to go after for sports/entertainment fans?
Market Segmentation
Demographic Segmentation (age, race, gender, family size, income, religion)
Psychographic Segmentation (diving groups based on psychological traits)
Geographic Segmentation (based on where you live)
Behavioral Segmentation (knowledge, attitude)

13. Strand 5 (Review)-Students will gain a greater understanding of the fan component of the "event triangle".
Standard 2: Recognize various ways that fans can be part of an audience.
In person attendance
Fan Fun Events
Explain media distribution and ways to bee involved in events
Facebook broadcasts
Purchasing events through media (pay per view)
Mayweather made $126 Million

14. Group Activity Get into groups of 2-4
As a group decide an event that you are going to put together.  It can't be an event that already exists (Jazz game, NFL game, college game).
As a group put together a presentation showing how the event will be planned based on the event triangle.
Event- What is the event and how did you decide on this event?
Fans- What fans are you trying to attract to the event?
Sponsors- Who will you get to sponsor the event, and why?
Each group will present their information to the group.  You can use PowerPoint, or poster boards.  Project is worth 25 points and will be based on quality of the presentation as well as participation.

15. Shark Tank
Pay attention to what the guests are presenting.  Did they do a market analysis, did they consider what strengths and weaknesses their product has?  Did the sharks ask questions in regards to these items?
 (Kayak)