1. Marketing through Sports Using Mainstream Strategies
Chapter 3
Marketing through Sports Using
Mainstream Strategies
McGraw-Hill/Irwin
Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.

2. Sports Overlay or Platform
Using Strategic Initiatives to Integrate Sports in Order to Create a Sports Theme or to Reach One’s Designated Target Markets More Effectively

3. Traditional Strategies
Employing Target Market and Marketing Mix Initiatives to Achieve that Sports Overlay

4. Mainstream Strategies
Using Traditional Strategies in an Effort to Sell Nonsports Products
Mainstream Strategies Are Not Based upon Any Official Sponsorship-Based Relationship with a Sports Entity

5. Nonsports Products
Examples of Nonsports Products Often Marketed Using a Sports Platform
Cars (Volvo)
Beer (Fosters)
Colas (Coca-Cola)
Watches (Swatch)
Fast Food (McDonald’s)

6. Mainstream Strategies
Nonsports Products Using Traditional Elements of Marketing Strategy
Target Market – Car ad in Golf for Women
Product – Clothing with sports design
Distribution – Restaurant at sports arena
Price – Discounts for bar patrons in uniforms
Promotion – Ad featuring a sports setting

7. Target Market Access Segment the Market
Select Appropriate Target Markets
Identify Relevant Target Markets that Can Be Reached Via a Sports Platform

8. Target Marketing Applications Using Mainstream Strategies
Advertising beer during a TV broadcast of a football or rugby game
Luxury automobile marketer featuring golf in its brochures that promote its cars
Marketer of an energy drink using outdoor advertising along a marathon race route

9. Incorporating Pricing Decisions in a Mainstream Strategy
Marketer Offers Discounts to Venue Operators in Order to Have its Food or Beverage Products Sold There
Hospitality Industry (restaurants & hotels) Providing Discount Prices for Certain Categories of Athletes or Fans

10. Incorporating Product Decisions in a Mainstream Strategy
Packaging Featuring Sports Images
Sports Bar Showing Sports Events on TVs
Hospitality Package Featuring Tickets to a Sports Event (selling hotel rooms)
Credit Card Company Providing Special Access to Tickets for Sports Events
University Offering a Course/Degree in Sports Marketing

11. Incorporating Place Decisions in a Mainstream Strategy
Marketer Selling Its Goods and Services at a Sports Venue (Stadium, Arena, etc.)
Marketer Selling Its Nonsports Products at A Retail Store Specializing in Sporting Goods
Intensifying Regional Efforts Where a Sport is Popular

12. Incorporating Promotion Decisions in a Mainstream Strategy
Traditional Promotional Mix Components
Advertising
Personal Selling
Sales Promotion
Public Relations / Publicity
Excludes Sponsorship; Sponsorship would Represent a Domain-Focused Strategy

13. Incorporating Promotion Decisions in a Mainstream Strategy
Emerging Promotional Tools that Can Be Used to Create a Sports Platform for the Marketing of Nonsports Products
Product Placement
Virtual Advertising
Hospitality
Internet

14. Using Advertising in a Mainstream Strategy
Advertise during the Super Bowl
Advertise in a Sports Magazine
Creative Aspect of Ad Features Actors in Sports Setting
Advertise on “Sports Talk Radio”
Advertise on Dorna Boards at Sports Venue

15. Using Personal Selling in a Mainstream Strategy
Salesperson Providing Tickets for a Sports Event to Customers and Prospects
Conducting Business on the Golf Course

16. Using Sales Promotion in a Mainstream Strategy
Specialty Advertising – Calendar Featuring Marketer’s Logo and a Team’s Schedule
Coupons – Discount Sent Via Direct Mail (i.e. the Coupon Features a Sports Graphic)
Free Sample – Distribute at Sports Venue
Consumer Expo – Display at Golf Show

17. Using Sales Promotion in a Mainstream Strategy (cont’d)
Customer Loyalty Program – Credit Cards that Accumulate Points for Benefits
Contests – Chance to Win Event Tickets
Point-of-Sale (POS) Display – Signage that Features a Sports Theme at a Super Market
Premiums – Sports-Oriented Giveaways

18. Using Public Relations/Publicity in a Mainstream Strategy
Objective of PR is the Dissemination of Positive Publicity through the Media
Aligning with Sport for a Charitable Cause
Press Release Regarding Marketer’s Support of a Local Athlete

19. Emerging Promotional Strategies
Product Placement – Product Featured in a Movie or TV Program Where Brand is Identifiable
Virtual Advertising – Computer-Generated Signage Displayed on the Field of Play during a Televised Broadcast –
Internet – Advertise on a Sports Web Site – see
Hospitality – Staff a Tent at a Golf Tournament

20. Closing Capsule
Many Marketing Efforts for Nonsports Product Attempt to Influence Consumer Purchase Behavior by Incorporating a Sports Platform (or Overlay)
Mainstream Strategies Involve the Use of the Traditional Elements of Marketing Strategy – Target Markets & the Marketing Mix – to sell Nonsports Products