1. The Four Domains of Sports Marketing
Chapter 2
The Four Domains
of Sports Marketing
McGraw-Hill/Irwin
Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

2. One of Our Dilemmas No Uniform Definition of “Sport(s) Marketing”
Thus, There Is No Agreement as to Exactly What Constitutes a Sports Product
There Is Agreement that the Discipline Encompasses More than Putting Fans in Seats at Spectator Sports Events

3. Two Broad Domains
As Noted in Chapter 1, there are two broad domains (categories of initiatives) germane to the discipline of sports marketing:
Marketing of Sports Products
Marketing through Sports by Creating a Sports Overlay (Platform)

4. Important Statement
“attention to marketing tools is long overdue” in the marketing of sports products.

5. Products Germane to Sports Marketing
Sports Products
Nonsports Products

6. Sports Product - Category 1
Spectator Sports (i.e. a football game)
Live Audience
Media-based Audience

7. Sports Product - Category 2
Participation Sports (i.e. golf)
Attracting more Participants
Getting Current Participants to Play More

8. Sports Product – Category 3
SASS
Sporting Goods (Callaway Golf Clubs)
Apparel (New Era Baseball Cap)
Athletic Shoes (Air Jordan Shoes)
Sports-related Products (Souvenir Program)

9. Nonsports Products Goods & Services not directly related to a sport
Anything not Included as a Sports Product such as cars, clothes, soft drinks, & razors
Nonsports Products Are Often Sold by Creating a Sports Overlay (or Platform)

10. Level of Integration Traditional Strategies
Sponsorship-based Strategies

11. Traditional Strategies
Employ the Basic Components of Marketing Strategy
Target Market Selection
Corresponding Marketing Mix
Price
Place
Product
Promotion

12. Sponsorship-Based Strategies
Employ an Official Sponsorship-based Relationship with a Sports Entity
Traditional Sponsorship
Three Special Forms of Sponsorship
Venue Naming Rights (Building Sponsorship)
Endorsements (Personal or Personality Sponsorship
Licensing (Right to Use Intellectual Properties)

13. Basic Principles of Sports Marketing (Details in Box 2.2)
Broad Focus
Marketing of Sports vs. Marketing of Sports
Products
Sports vs. Nonsports
Level of Integration
Traditional vs. Sponsorship Based Strategies

14. The Sport Marketing Matrix
Drop in Figure 2.1 from Page 35

15. Mainstream Strategies
Using a Traditional Strategy to Create a Sports Overlay to Sell Nonsports Products
Target Market – ad for Honda cars in Golf Digest
Product – Clothing feature golf graphics
Promotion – ad featuring golfers drinking Pepsi
Distribution – Hard Rock Café at MLB Stadium
Price – Discounts to Bar Patrons Wearing Participation Sport Uniform

16. Product-Focused Strategies
Using Traditional Marketing Strategy to Sell Sports Products
Target Market – NBA Targeting Chinese Fans
Product – New Titanium Golf Clubs
Promotion – Newspaper ad regarding tickets
Distribution – Broadcast Available on WWW
Price – Bundling Tickets & Refreshments at a Bargain Price

17. Domain-Focused Strategies
Using Sponsorship of a Sports Entity to Sell Nonsports Products
Traditional – Coca Cola and the Olympics
Venue Naming Rights – Citi Bank & MLB Stadium
Endorsement – Tiger Woods & Gatorade
Licensing – Mattel & NASCAR

18. Sports-Dominant Strategies
Using Sports-Based Sponsorship to Sell Sports Products (Least Common Domain)
Traditional – adidas and FIFA (World Cup)
Venue Naming Rights – Reebok Stadium
Endorsement – Burton Boards & Shaun White
Licensing – Nike & the New York Yankees

19. “Sports Marketing”
…is the implementation of proactive strategic initiatives designed to influence potential buyers’ preferences for an array of sports products or to otherwise create a sports overlay in such a way so as to have a positive impact on the sale of nonsports products.

20. Closing Capsule
We have a comprehensive overview of the sports marketing environment
Using the type of product sold and the level of sports integration, we have identified the four domains of the discipline
Best visualized with the 2 by 2 matrix

21. Closing Capsule The Four Strategic Domains Are: Mainstream
Product-Focused
Domain-Focused
Sports-Dominant

22. Closing Capsule
To Determine a Marketing Initiative’s Location in the Sports Marketing Environment Matrix, You Need to Answer Two Questions:
Is the product a sports product or not?
Is there any indication that an official sponsorship of a sports entity exists?

23. Closing Capsule
Chapter 3 Begins Our Examination of Marketing through Sports
Marketing of Sports Products Will Begin with Chapter 13