1. Section 2
Sports Marketing

2. Spending habits of fans
Disposable income (freely spent income)
Research spending habits of fans to maximize profit on merchandise at sporting events
Fans are willing to pay for
team or celebrity identified merchandise
Expenses of food
Travel to and from games

3. $$ Impact at Home as well as at Event

4. Sports marketing strategies
Goal: attract high population of target market
Marketing strategies used
Sports logos on clothing
New sports, new opportunities
Gross impression
Perfect timing

5. 1. Sports logos on clothing
Why do people wear clothing that has the logos of their favorite teams or that is endorsed by a professional athlete?
Want a jersey/logo of favorite team/athlete
Team logos show loyalty
Some consumers feel more successful themselves if they own products endorsed by a successful person
Fans want products and services that identify them with a winner

6. 2. New sports, new opportunities
Opportunities for endorsements and marketing
Example: Arena football Created in 1987
Played indoors and is a faster and higher-scoring
Affordable ticket prices
Players meet fans and sign autographs
Create unique venues to increase interest

7. 3. Gross impression
Number of times per advertisement, game, or show that a product or service is associated with an athlete, team, or entertainer
AKA "ad exposure", "ad view”
Brands shown in movies, TV shows, televised sporting events
Your brain records the brands it sees and encourages you to buy

8. How many logos did Jordan Spieth have at the masters?
He had 16 gross impressions. How many times viewers saw it could encourage you to want to buy it?

9. 4. Perfect Timing
Providing core & ancillary products when target is willing to spend in an effort to maximize profits
Successful trends monitored to determine when marketing strategies need to change
Popularity of teams and sport figures is based almost completely on winning record
Concerts with current successful singers – opening acts