1. Understand sport/event marketing’s role and function in business to facilitate economic exchanges with customers.
SEM 1.02

2. Define the term sport marketing
Sports Marketing: the process of planning and executing the conception, pricing, promotion, and distribution of sports ideas, goods and services to create exchanges that satisfy individual and organizational objectives

3. Identify categories of sport products
The Sporting Event:
Intangible: an experience you can see, feel and participate in
Perishable experience: a football game you played, you will never play that game again.
The athletes: make the game happen
The facility: Time Warner Arena, Lowes Motor Speedway
Sporting Goods: tangible, manufactured products that make the game possible.
Equipment, clothing, license merchandise
Personal Training: get ready to compete
Sports Information: ESPN, Sports Illustrated, newspapers

4. Describe categories of sport consumers
1. Unorganized participants: walk in the woods, jogging
2. Organized participants: have rules – NCAA, MLB, MBA, MMA
Amateurs are not paid to play, regulated on local, state, national level
Professionals are paid but follow strict rules by their governing body. It is their job.
3. Spectators: observers of the sporting event
As important as the athletes
4. Sponsors: businesses or organizations that pay to associate their names or products with a sporting event
NASCAR

5. A sports product becomes more popular because of marketing
Describe the relationship between the growth and marketing of the sport industry.
A sports product becomes more popular because of marketing
Sports marketing affects millions of people throughout the world from young children to senior citizens.
Marketing opportunities increase as the product grows

6. Discuss benefits ascertained from the development of the sport marketing
Good for You
Increases opportunity for employment
Benefit those who participate either by playing or watching
Recreation
Entertainment
Good for the Local Community
Economic effect of a major event
Improve city’s image
Good for Society
Generates billions of dollars of revenue each year
More jobs
Snowball effect

7. Define the terms event marketing
Event Marketing: is a designing or developing a live themed activity, occasion, display or exhibit, such as a sports, music festival or concert to promote a product, cause, or organization
Intangible
Promotes and sells a unique experience
It is produced and consumed at the same time

8. Identify types and categories of events
Corporate Events
Conferences, seminars, trade shows, team building, theme parties, VIP events, incentive travel
Private events: weddings, birthdays, family events, anniversaries

9. Discuss benefits ascertained from the development of the event marketing.
Start a dialogue: face to face marketing
Personal connection: builds trust
Immediate fulfillment
Brand awareness

10. How Big is Sports in the US
Walking 87,500,000
Swimming 56,500,000
Bowling 44,800,000
Health Club Membership 37,000,000
Bicycling 35,600,000
Weightlifting 32,900,000
Running/Jogging 29,200,000
Basketball 26,700,000
Golf 24,400,000
Baseball 14,600,000
Soccer 14,000,000
Softball 12,400,000
Volleyball 11,100,000
Inline Skating 10,500,000
Tennis 10,400,000
Mountain Biking 9,200,000
Downhill Skiing 6,400,000
Martial Arts (2004) 5,400,000
Snowboarding 5,200,000
Ice/Figure Skating (2003) 5,100,000
Cross Country Skiing 2,600,000
Ice Hockey 2,600,000
Estimated Participants in Sport, 2005
Sport or Activity Number of Participants

11. Estimated Total Attendance at Sports Events, 2005
Major League Baseball 74,385,100
NCAA Football 43,486,574
NCAA Men's Basketball 30,568,645
National Basketball Association 21,369,078
National Hockey League (2004) 19,854,841
National Football League 17,011,986
Minor League Baseball 15,636,000
NASCAR Winston Cup Series 6,300,000
Minor League Hockey 6,179,000
Horse Racing 5,979,000
Professional Rodeo 5,429,000
NASCAR Busch Series 3,911,000
Professional Golfers Association 3,200,000
Arena Football League 2,939,000
Major League Soccer 2,900,715
Minor League Basketball 2,625,000
Professional Tennis 1,970,000
Professional Boxing 1,931,000
IndyCar Racing 1,914,000
National Hot Rod Association 1,835,000
NASCAR Truck Series 1,708,000
Champ Car racing 1,490,000
Professional Bowling Association 1,310,000
Women's National Basketball Association 1,087,000
Professional Lacrosse (MLL, NLL) 1,019,000

12. Do you recognize these logos?
Sports Logo Game

13. Assignment
Pick your favorite actor, musician or celebrity and create a logo for them. (It can’t be one they are already using)