2. Chapter Objectives Define sports marketing.
Identify the different categories of sports.
Differentiate between amateur sports and professional sports.
Discuss the significance of international sports.
Explain the significance of women’s sports.
Vocabulary Sheet 2

3. Sports Appeal and Marketing
The two major components of sports marketing are:
sports marketing all the marketing activities designed to satisfy the needs and wants of sports consumers
The marketing of sports
Marketing through sports 3

4. Careers in Sports Marketing
Examples of jobs in sports marketing include:
Scriptwriter
Producer
Ticket agent
Luxury-box sales representative
Food and merchandise sales representative
Group-ticket salesperson 4

5. Variety of Sports
Sports and sporting events can be classified into the following categories:
Amateur
High school
College
Professional 5

6. Amateur Sports
High school, college, or any recreational player is considered an amateur athlete.
amateur athlete a person who does not get paid to play a sport
Amateur sporting events attract a large number of fans, attention, and money. 6

7. High School Sports
The goal of the National Federation of State High Schools Association (NFHS) is to make sure that students benefit from a balanced educational and athletic experience.
In many communities, high school sports are a source of pride and part of tradition.
Regional influences affect the popularity of sports in the United States. 7

8. College and University Sports
Sporting events at the college level are very popular and extremely competitive in all regions.
NCAA a national organization that governs college athletics and oversees important decisions pertaining to athletics
The National Collegiate Athletic Association (NCAA) posts its guidelines and rules on its Web site at 8

9. ACTIVITY
As we discussed earlier, the NCAA regulates college teams and athletes.
Visit
What are 3 rules for collage athletes?
When did the NCAA begin and why?
What is the NCAA clearinghouse?
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10. Professional Sports
The income of a professional athlete is paid for by his or her employer, who is the team or organization.
professional athlete an athlete has the will and ability to earn an income from a particular sport
Professional athletes also have the opportunity to earn income from endorsements. 10

11. Other Categories of Sports
Other categories of sports include:
Olympic Games
Athletes with disabilities
International sports
Women’s sports
Extreme sports 11

12. Olympic Sports The first Olympic game was held in 776 B.C.
The Olympic Games grew and continued to be played every four years until they were abolished in 393 A.D.
The Olympic Games were revived in 1890.
The International Olympic Committee (IOC) plans the games and oversees issues and decisions.
The Amateur Rule was overturned in 1986. 12

13. The Wide World of Paralympics
The Paralympic Games are Olympic-style games for athletes with disabilities.
In 1968, Eunice Kennedy Shriver organized the First International Special Olympic games.
Special Olympics currently serve one million people in more than 200 programs in more than 150 countries. 13

14. International Sporting Events
Popular sports around the world include:
Soccer (the World Cup)
Biking (the Tour de France)
Cricket
Rugby
Each of these sports provides entertainment to the sports consumer and new challenges to sports marketers. 14

15. Women’s Sports
On June 23, 1972, the enactment of Title IX, the Education Amendment, advanced girls’ participation in sports.
Title IX a law that bans gender discrimination in schools that receive federal funds
Women’s amateur and professional sports organizations have taken substantial steps in involving women in sports. 15

16. Extreme Sports
Extreme sports are relatively new to sports-marketing efforts.
extreme sports sports that involve nontraditional, daring methods of athletic competition
Corporations have begun to market products toward a new target market by promoting extreme sport drinks, clothing, and other merchandise. 16

17. Sports Categories Sports Paralympics Amateur High School College
Professional
Extreme
Recreational
Olympics
Sports 17

18. What are the four main categories of sports? 1.
What are the four main categories of sports?
Which category is the most costly and marketed of all categories?
List three other categories besides professional and amateur sports that reflect the “wider” world of sports. 2.
Quick Check Answers
amateur sports, high school sports, college and university sports, and professional sports
professional sports
Answers will come from the following: Olympic sports, paralympics, international sporting events, women’s sports, and extreme sports. 3. 18

19. ACTIVITY Faces of Sports Marketing and NFL Promotional Research
Customizable Slide 19