2. Sports Marketing Profile
Categories of Sports 2

3. Section 3.1 – Sports Marketing Profile - Objectives
Define sports marketing
Identify key events in the history of sports marketing
Name careers in sports marketing 3

4. Section 3.1 – Sports Marketing Profile
Sports Appeal and Marketing
People spend time and money on sports because they feel excitement and are entertained by the competition and spectacle of sports
Sports marketers sell sports, games, and services to these fans. 4

5. Section 3.1 – Sports Marketing Profile
What is Sports Marketing?
Characteristics of Marketing:
Marketing: Process of developing, promoting, and distributing products, or goods and services, to satisfy customers’ needs and wants
Sports Marketing: All the marketing activities designed to satisfy the needs and wants of sports consumers
Might focus on the sport, or other activities that revolve around sporting event (ex. Planning, Promotion, Financing, and Sponsorship) 5

6. Section 3.1 – Sports Marketing Profile
Two Major Components of Sports Marketing
The Marketing of the Sport
Promotion of events trough media, radio, or online advertisements
The Marketing through the sport
Manufacturers promote their products by using connections to sports 6

7. Section 3.1 – Sports Marketing Profile
A Brief History
In 1923, Wilson Sporting Goods signed professional golfer Gene Sarazen to a deal that lasted until Sarazen passed away in 1999
Longest running endorsement deal in sports history
William “Bill” Veeck was inducted into the Baseball Hall of Fame for his innovations in sports marketing
Promoted activities and events surrounding game that would entice fans to return to more games
Names on jerseys, ballpark giveaways, exploding scoreboards
Linking athletes to corporations was the brainchild of agent Mark McCormack
Founder of International Management Group (IMG) 7

8. Section 3.1 – Sports Marketing Profile
Rank
Industry
Size in billions of dollars 1
Real Estate
850.0 2
Retail Trade
639.9 4
Health Service
443.4 5
Construction
277.6 8
Utilities
205.3 11
Sports
152.0 15
Insurance Carriers
115.4 18
Legal Services
100.5 25
Auto repair, services, parking
60.5

9. Section 3.1 – Sports Marketing Profile
Careers in Sports Marketing
Growth of the sports industry, new sports, and more than 20 new leagues has led to an increase in sports marketers
Examples of sports marketing careers:
Journalists
Sporting Good Retailers
Scriptwriter
Producer
Ticket agent
Luxury-box sales representative
Food and merchandise sales representative
Group-ticket salesperson

10. Section 3.2 – Categories of Sports Objectives
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 10

11. Section 3.2 – Categories of Sports
Sports and sporting events can be classified into the following categories:
Amateur
High school
College
Professional 11

12. Section 3.2 – Categories of Sports
Amateur and Professional Sports
Sports consumers may enjoy certain classification of non-professional sports more than professional sports
Reasons:
Enjoy watching family & friends compete
Interested in local schools
Classification more competitive
Consumers can be interested in all classifications or levels of a sport 12

13. Section 3.2 – Categories of Sports
Amateur Sports
Amateur Athlete: a person who does not get paid to play a sport
Examples: high school, college, or rec player
Not being paid is the only limitations regarding being an amateur athlete
Amateur sporting events attract a large number of fans, attention, and money
Many communities have youth leagues, senior leagues, and a variety of other athletic organizations that attract people who want to participate and watch 13

14. Section 3.2 – Categories of Sports
Amateur Sports
Young Amateur Sports
Youth tournaments in major cities attract many people
Families and Friends
Sponsors (local business) that are aiming to attract a target market to their product
Colleges and universities attempting to attract teenagers to their schools
Recreational Sports
Involvement may begin in peewee leagues as early as 5 or 6 years old
Organizations such as Boys & Girls Clubs of America, YMCA & YWCA, and AAU encourages young people to get involved in sports
Cannot function without funding from local businesses 14

15. Section 3.2 – Categories of Sports
High School Sports
Many high schools and communities put much effort and enthusiasm into their sporting events due to impact they have on community morale
The National Federation of State High School Associations (NFHS) set guidelines and make sure that students benefit from a balanced educational and athletic experience
Movies such as Remember the Titans and Hoosiers demonstrate the power that high school sports have on a community
Regional influences, natural resources of a specific climate and geographic location encourage the popularity and development of specific sports 15

16. Section 3.2 – Categories of Sports

17. Section 3.2 – Categories of Sports
College and University Sports
Sporting events at the college level are very popular and extremely competitive in all regions
More popular than professional sports in some areas
Sports offered by schools may be impacted by:
Range of interests of student body
Size of population
Competitive nature of school 17

18. Section 3.2 – Categories of Sports
College and University Sports – cont.
National Collegiate Athletic Association: NCAA, is a national organization that governs college athletics and oversees important decisions pertaining to athletics
Sets up rules and regulations that encourages legitimate, amateur competition without unfair influence from businesses or individuals
Regulates all collegiate athletics, including the marketing of sporting events
NCAA created divisions to keep schools competitive
Division I, Division II, Division III
Based on student population, financial stability, and player ability 18

19. Section 3.2 – Categories of Sports
College and University Sports – cont.
NCAA – cont.
NCAA divisions have an economic impact on schools and communities
Higher divisions draw more spectators, which therefore provides the universities with a greater opportunity to benefit from name recognition
NCAA Division I Men’s Basketball Championship tournament is the most heavily marketed collegiate sporting event
Potential markets can be people interested in buying school-brand apparel, or students interested in attending school 19

20. Section 3.2 – Categories of Sports
Professional Sports
Professional Athlete: an athlete who has the will and ability to earn an income from a particular sport
Income can be paid by team or by major corporations (ex race car driver)
In addition to team salary, major athletes can earn income from corporations seeking endorsement services
Teams as Businesses
The most costly and heavily marketed of all sports categories
Goals of Teams: Get the best players  Win Events  Attract fans  Fans purchase tickets and merchandise  Team makes money 20

21. Section 3.2 – Categories of Sports
Other Sports Categories
Olympic Games
Athletes with disabilities
International sports
Women’s sports
Extreme sports 21

22. Section 3.2 – Categories of Sports
Olympic Sports
The first Olympic game was held in 776 B.C.
The Olympic Games were revived in 1890 by Pierre de Coubertin
The International Olympic Committee (IOC) plans the games and oversees issues and decisions
Beginning in 1984, the IOC allowed 43 corporate sponsors to sell “official” licensed Olympic products
The Amateur Rule was overturned in 1986, allowing professional athletes to compete in Olympics
Allowed NBA “Dream Team” to compete
Responsible for the enormous boost in popularity of basketball on an international basis 22

23. Section 3.2 – Categories of Sports
Paralympics / Special Olympics
The Paralympic Games are Olympic-style games for athletes with disabilities
Originally organized by Sir Ludwig Guttman for British WWII veterans with spinal cord related injuries
In 1968, Eunice Kennedy Shriver organized the First International Special Olympic games for individuals with developmental disabilities
Currently Held in the same year as Olympic Games
Offers year-round training and competition in 26 summer and winter Olympic style sports
Special Olympics currently serve one million people in more than 200 programs in more than 150 countries 23

24. Section 3.2 – Categories of Sports
International Sporting Events
ABC’s The Wide World of Sports provided advances in media technology and globalized sports
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 24

25. Section 3.2 – Categories of Sports
Women’s Sports
The status of women in sports has advanced in the 20th century, especially in the last 20 years
– 294,00 girls competing in high school athletics
– 2,652,00 girls competing in high school athletics
As early as 1932, Olympic gold medalist Mildred “Babe” Didrikson Zaharias not only excelled at most sports, she was also an impressive sports promoter
All around skills inspired men and women, as well as sports marketers, when few women received public recognition for their athletic abilities
1973 Billy Jean King defeated Bobby Riggs in “The Battle of Sexes” Tennis Match 25

26. Section 3.2 – Categories of Sports
Women’s Sports – cont.
The Battle of Sexes
Billy Jean King vs. Bobby Riggs
September 20, 1973
Houston Astrodome
King def. Riggs 6-4, 3-6, 6-3

27. Section 3.2 – Categories of Sports
Women’s Sports – cont.
On June 23, 1972, the enactment of Title IX, the Education Amendment, advanced girls’ participation in sports
Title IX: law that bans gender discrimination in schools that receive federal funds
Budgets do not have to be equal, but they have to be comparable 27

28. Section 3.2 – Categories of Sports
Extreme sports
Extreme Sports: Sports the involve non-traditional, daring methods of athletic competition
1980s skateboarders, rollerbladers, stunt bikers, and snowboarders of Generation X helped launch this new style of sport
Extreme sports are relatively new to sports-marketing efforts
Corporations have begun to market products toward a new target market by promoting extreme sport drinks, clothing, and other merchandise
Extreme sports is one of the many categories of sports whose characteristics help identify target markets 28