1. Identify Sport/Event Trends
SEM II Objective 1.09
Identify Sport/Event Trends

2. Identify Current Trends in SEM
Top 5 Tech Trends in 2014
iBeacon – allows marketers/businesses to send messages directly to a fan’s smart phone (MLB 2014)
Teams/Organizations becoming News Station
ACC Network
Smaller App Communities within Social Media (Fancred, OverDogg)
Wearable Technology (Google Glass)
Content Marketing - “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

3. Identify Current Trends in SEM
Increased use of social media (Twitter, Instagram, Facebook, etc)
Market/promote
Live updates during events
News articles
Fan interaction
Increased use of Celebrities
Multi-million dollar endorsement contracts
Non-sports related products
Increased Social Responsibility
Involvement in local community by teams & athletes
Carolina Junior Hurricanes Hockey sponsored by Carolina Hurricanes (showcase at certain NHL games, increases tickets sales)
Gamification
Fun/Interactive Fan Loyalty Reward Programs
Increase in Female Fans

4. Identify Current Trends in SEM
Sports venues becoming Entertainment venues
Kenny Chesney Stadium Tours
PNC Arena
Carolina Hurricanes Hockey
NC State Basketball
Disney on Ice
Concerts
Club seating with personal TVs
PSL/LTR – Permanent Seat License & Lifetime Ticket Rights
Increased revenue source for teams/organizations
Fans buy the “right” the buy tickets
More expensive than regular tickets
Makes seat a “premium” seat, not just for regular fans

5. Impact of Current Trends
INCREASED FAN INVOLVEMENT & EXCITEMENT
Especially with use of social media
Increased revenue for teams/organizations
Increased exposure & brand awareness for teams/organizations
Ability to reach new markets (Ex: female fans)
Increased exposure & brand awareness for sponsors

6. Importance of Identifying Trends
Stay on top of current changes in market
Maintain competitive advantage with other teams/organizations
Increase revenue
Increase brand awareness & exposure
Build relationships with fans

7. Sources of S/E Trend Info
FANS, Athletes, Sponsors
Internet
Professional Organizations
NACMA – National Association of Collegiate Marketing Administrators
IAVM – International Association of Venue Managers
Marketing Organizations
SMA – Sports Marketing Association
AMA – American Marketing Association
SPORTSIG – AMA Sports & Special Event Marketing Special Interest Group