1. Introduction to Sports Marketing
Chapter 1

2. Broad Marketing Domains
Primary Focus of Marketing Efforts
Marketing through Sports
Marketing of Sports Products

3. Marketing Through Sports
Traditional Strategies
Sports as a Marketing Platform
Reaching Similar Target Market
Sports Incorporated within the Marketing Mix
Product
Distribution (Place)
Price
Promotion

4. Marketing Through Sports
Sports Sponsorship-Based Strategies
Traditional
Coca-Cola and the Olympics
Venue Naming Rights
AT&T and AT&T Park (San Francisco Giants MLB Stadium)
Licensing
Anvil (t-shirts) and NFL (Super Bowl logo shirts)
Endorsements
Sony (TVs) and Peyton Manning

5. Marketing of Sports Products
Some Examples of “Sports Products”
Access to Spectator Sports Events
Tickets or Media-based access to the British Open
Access to Participation Sports Venues
Membership to Curves Gym
Sporting Goods and Apparel
Nike Golf Clubs and Golf Shirts
NOTE: This represents SOME Examples; the Concept of Sports Products will be broadened later in Chapter 1

6. Spectator Sports - the Sports Event Pyramid
As we progress up the pyramid, the budget for the marketing of the spectator event tends to grow. Concurrently, interest in using the sports event as a platform to sell nonsports products also grows. So marketing of sports and marketing through sports both intensify.

7. Local Events Draw Fans from Small Geographic Area
Promoted Using Local Media
Examples
Minor League Team
High School Sports
Local Amateur Competitions

8. Regional Events Little National or International Interest
Marketers Attempt to Move the Event Up
Examples
Most Collegiate Sports Teams
(Most) Marathon Races

9. National Events Often a Significant Media Presence Examples
Large Portion of One or Two Countries
Often a Significant Media Presence
Examples
Stanley Cup Playoffs (Ice Hockey)
BCS (College Football) Championship Game
NCAA Final Four (College Basketball)
The Ashes (England & Australia Cricket)

10. International Events Appeal Transcends National Borders
Significant Media Presence
Venue often Shifts Among Countries
Examples
Ryder Cup Golf Tournament
World Cup of Rugby
Wimbledon Tennis Championships

11. Global Events Broadcast to Global Audience
Significant Rights Fees Paid by Broadcasters
National Pride often a Consideration
Few Events in this Top Category
Examples
Olympic Games
World Cup of Soccer

12. Participation Sports Market the Idea of Participating Market Venues
Play Golf
Play More Golf
Market Venues
Build and Market a New Golf Course
Building Bowling Facilities in Casinos

13. Most Popular Participation Sports (USA)

14. Sporting Goods, Apparel, Athletic Shoes, and Sports-related Products (SASS)
Sporting Goods – Equipment
Golf Clubs, Footballs, Exercise Equipment
Apparel – Clothing
Participation-Based: Softball Uniform
Fashion-Based: Team Logo Polo Shirt
Athletic Shoes
Sports-related Products
Eclectic Array of Goods & Services

15. Why Teach Sports Marketing?
Huge Economic Impact
Little Focus on Sports Industry in Curricula
More Emphasis on the Bottom Line by Sports Entities (e.g. University Football)

16. Evolution of Sports Marketing
Marketing of Sports Taught First
Marketing Through Sports Added
Early Leisure Emphasis
Leisure and Business Focus Today
Marketing of sports was rudimentary early – often confined to local advertising and game-day promotions such as MLB’s “ladies day” and “businessmen’s special”.
Marketing through sports was common many years ago, it just wasn’t taught as a specific strategy. The explosion in the use of sponsorship created more awareness of this strategy and led to its inclusion in more college curricula.
Today, there is a strong focus on the bottom line (much to the chagrin of many critics).

17. Economic Impact

18. Components of Economic Impact
Direct Spending by Consumers
Tickets, Hotels, Restaurants, Gas, Rental Cars, Wages Paid to Workers, Participation Fees
Ski Lift Tickets; Tickets to a Football Game
The Multiplier Effect
Recognizes That Money Turns Over in the Economy: (Typically between 1.3 and 3 Times)

19. The Multiplier Effect

20. One-Day Events
Event may occur over a single day, but its impact may cover extended period of time
Examples
NFL Super Bowl
Indianapolis 500
Championship Boxing Match

21. Multiday Events Events encompass 2 or more days
May be at single or multiple venues
Examples
Olympics
NCAA Final Four
Masters Golf Tournament
America’s Cup Yachting Regatta
World Cup of Soccer

22. Participation Sports/Recreation
Local Resident Contributions
Restaurant, activity-based shopping
Vacation Expenditures
Hotels, gas, rental cars
Participation Fees
Tournament entry, rental equipment

23. Professional Team or Arena
Local Wages for Employees
Tax Revenues
Expenditures by Visitors
Fans
Media

24. Aggregate Economic Impact
Gross Domestic Sports Product (GDSP)
Total Spent on Sports-Related Goods and Services in a National Economy in 1 Year
Difficult to Measure
Estimate for USA in 2015 was approximately $ Billion
$ Trillion US GDP for 2015 translates into GDSP of $ Billion in 2015.
Estimates of this type are rough and may be subject to question, but they provide a reasonable estimate based on historical precedent.

25. Typical Organizational Chart – Major League Baseball Team
The bottom layer represents the types of entry level marketing positions available to aspiring sports marketers. What is missing is a listing of Social Media specialists.

26. Career Opportunities Internships Sales Variety of Positions
Often Unpaid
Establish Network of Associates /References
Sales
Season Tickets, Group Tickets, Sponsorship
Suites, General Retail
INTERNSHIPS – Networking is often the key to getting a permanent position.

27. Other Career Opportunities
Advertising & Promotion
Web Site Manager
Social Media Coordinator
Marketing Research
Hospitality

28. Other Career Opportunities
Facilities Management/Venue Operations
Public Relations
Retail Operations
Brand Activation

29. Other Career Opportunities
Sponsorship Purchasing
Making Good Decisions
Investment Decisions
Sponsorship Evaluation
Postevent Measurement
Estimation of Return on Sponsorship Investment

30. Other Career Opportunities
Participation Center Management
Agent
Agent always creates interest – need to know that it is a difficult area to enter that is based on a knowledge of contract law and sports.

31. Looking for a Sports Job?
Check out the most recent job postings at:
Register for weekly updates
Students who want to work in professional sports should be encouraged to register for updates (each Friday). Check out the Web site in class and see if there are any positions looking for candidates in your area.

32. Career Trends More Jobs More Job Applicants
More International Opportunities
More Focus on Selling Through Sports
More Emphasis on Business Aspects

33. Closing Capsule
“Aspiring sports marketers should not confuse it with playing a game. It is a job, one that demands time, energy, commitment and knowledge.”
Likewise, students should be advised that the course they are taking should not be perceived to be an easy course just because the word “sport” is part of the course title!