1. Distribution Decisions and Facilities Management in Sports Marketing
Chapter 8

2. Distribution (Place)
Distribution is the Second Variable of the Traditional Marketing Mix
It Represents Decisions Regarding the Manner in Which Sports Products are Made Available to the Sports Consumer
Spectator Sports
Participation Sports
SASS

3. Spectator Sports
Live Audience – Those Spectators in Attendance at the Sports Venue
Media-Based Audience – Those Fans Who Witness the Event Via Some Electronic Medium
Marketing Objectives May Focus on Either or Both of the Two Types of Audiences
Make certain students can differentiate between media-based audience and the media!

4. Spectator Sports – the Live Audience
Venue Issues
Event Decisions
Where Shall Special Events be Staged?
In Which Cities Should Teams be Located?
Stadium Decisions
Is a New Facility Needed
Where Should the Community’s New Stadium Be?
Single-Purpose or Multipurpose Facility?
How Many Fans Should the Facility Seat?
Is a Temporary Facility Needed to Fill a Void?
Timing Decisions
When Should a Special Event be Staged?
Should Flexible Scheduling be Used?

5. Spectator Sports – the Live Audience
Ticket Issues (Ticket Distribution Strategy)
Traditional Box Office
Phone Orders
Authorized Ticket Retailers and Brokers
Secondary Ticket Market
Sometimes Used by Team/Event Organizer
Authorized vendors include Ticketmaster, Ticketec (New Zealand), etc. The secondary ticket market (i.e. Stub Hub) has exploded in importance.

6. Spectator Sports – the Live Audience
Mobile & Electronic Ticketing
Elimination of Paper Tickets
Fee for Paper Tickets
Digital Medium for Storing/Providing Ticket Information
Credit card, student ID, drivers license, smart phone
Seat Locator Printed at Venue
Cleveland Cavaliers’ Flash Seats leading way; technology used by other events and even university functions that require ticket for admission – theatrical production, graduation, athletic event are examples.

7. Spectator Sports – the Live Audience
Unaffiliated Ticket Distribution
Not Part of Marketer’s Own Strategy
Unauthorized Resellers
Scalpers (Touts) Who Speculate
Internet
Bring Buyer & Seller Together (i.e. Craigslist)
This reference to the Internet does not include official ticketing agencies who are contractually allowed to sell the tickets – e.g. Ticketmaster.

8. Spectator Sports – the Media-Based Audience
Television
Free-to-Air (FTA) TV – Major Networks
General Sports Networks – ESPN; Sky Sports
Specific Sport Network – Fox Soccer Channel
Pro League Networks – MLB; NHL Networks

9. Spectator Sports – the Media-Based Audience
Television (Continued)
College League Networks – SEC
Sports Tier – NFL Sunday Ticket on DirecTV
Team-Dedicated Networks – YES Network
College Team-Dedicated Networks – Longhorn Network
Pay-Per-View (PPV) – Boxing Match
YES Network is associated with the New York Yankees. University Networks have begun to emerge – University of Texas’ Longhorn Network is an example –

10. Spectator Sports – the Media-Based Audience
Concerns About PPV
Will Prime Events Move from Free-to-Air TV to a PPV Format Exclusively?
Super Bowl; Olympics; World Cup of Soccer
Australia’s Antisiphoning Law
Assures FTA Availability of Key Events
European Union (EU) allows for designation of “crown jewels” to be available on FTA TV – like Australia’s antisiphoning law.

11. Spectator Sports – the Media-Based Audience
Radio AM FM
Satellite
Sports Tiers

12. Spectator Sports – the Media-Based Audience
Internet
Free-to-Air Radio Stations with Web Access
Social Networks
Audio Streaming
Video Streaming
Some of these media are used for unauthorized distribution – for example, YouTube has been used by individuals who posted NFL video.

13. Spectator Sports – the Media-Based Audience
Mobile Communications Devices
Cell Phones Emerging as Key One-to-One Broadcast Medium
Tablets
PDAs
iPods

14. Spectator Sports – the Media-Based Audience
Smart Watches
Still a Novelty
Movie Theaters (Cinemas)
High definition video; Dolby 5.1 audio
Gaining Favor
Finally Smart Watches make a splash……. MSU-Duke NCAA Game was shown free at local Cinema in 2015

15. Market Development Strategies for a Spectator Sport
New Target Markets
New Demographic Group
X Games New Emphasis on Female Segment
Broadened Geographic Coverage in Same Countries
NHL into New Warm Weather North American Markets
Super Rugby Added Another Team in Australia (Melbourne)
New International Target Market
Cricket in USA; Gridiron Football in China
Super Rugby Added Its First Team in Argentina
Super 15 Rugby discussed in text is now officially branded as “Super Rugby” with no number attached. This accommodated recent expansions into two new countries – Japan and Argentina. As of 2016, the league features 18 teams in five countries.

16. Market Development Strategies
Global Competition
Showcase Sport in New Locations
NHL Players in Olympics
World Baseball Classic
NASCAR in Mexico
NBA’s “Basketball Without Borders”
Possible League Expansion (NBA in Europe?)
NFL in London (Regular season – now 3 Games)

17. Market Development Strategies
Global Media
World Cup of Soccer 2014 Shown Live on TV in Many Markets (over 200)
Internet Streaming Makes Small or Emerging Markets Accessible
Satellite Radio

18. Participation Sports

19. SASS
Sporting Goods, Apparel, Athletic Shoes, and Sports-Related Products
General Retailing Principles Provide the Framework for the Distribution of SASS
Stores
Sports Venues – D Store at Comerica Park
General Retailers – Wal-Mart
Non-Store Retailing
START+++++

20. SASS
Key Question Concerns the Scope of Distribution in a Given Geographic Area
Intensive Distribution
Selective Distribution
Exclusive Distribution

21. SASS
Role of Nonstore Retailing
Direct Response Marketing (DRM)

22. Sports-Related Products
Sold at the Venue
Optimal Number of Service Outlets
One Service Point for Each 120 – 150 Fans in Attendance
Service in Seating Area
Not all sports-related products are sold at a spectator sports venue…

23. Facilities Management

24. Tasks Associated with Facilities Management
Usage Scheduling
Primary Tenant Lease Terms
Rental Policy/Rate Determination for Secondary Tenant(s)

25. Tasks Associated with Facilities Management
Staff Selection and Training
Staff Scheduling
Box Office Management

26. Tasks Associated with Facilities Management
Maintenance Levels and Budgeting
Risk Management
Security

27. Tasks Associated with Facilities Management
Traffic Control and On-Site Parking
Media Facilities
Negotiation of Concession and Service Contracts

28. Tasks Associated with Facilities Management
Vending Considerations
General Marketing
Sponsorship Compliance

29. Closing Capsule “If you build it, he will come”
That Popular Line from the Movie Field of Dreams Does not Truly Explain Most Sports Marketing Efforts
An Effective System Must be Implemented in an Effort to Reach Each Target Market

30. Closing Capsule Spectator Sports Live Audience Media-Based Audience
Venue Issues (i.e. Capacity)
Ticket Issues (i.e. Use of Internet)
Media-Based Audience
A Broad Array of Options

31. Closing Capsule Market Development for Spectator Sports
Effort to Grow the Market by Reaching New Target Markets
Live and Media-Based Efforts

32. Closing Capsule
Technology has changed the Landscape for Distribution of the Sports Product
Media-based Audience
Ticketing
There Must Be an Awareness of the Opportunities Presented by the Emergence of the Legal Secondary Ticket Market

33. Closing Capsule Participation Sports SASS
Different Types of Facilities
Marketers Need to Balance Supply & Demand
SASS
Driven by General Retailing Principles

34. Closing Capsule
An Important Issue Related to Distribution Involves the Management of a Sports Facility
There is an Array of Activities and Decisions that Comprise the Set of Tasks for a Facility Manager
Facilities Management Offers a Meaningful Career Opportunity for Aspiring Sports Marketing Professionals