1. Differences in Marketing
Section 2.3

2. Sports vs. Entertainment
The differences can be found in three different areas:
-Consumer Loyalty
-Product
-Revenue

3. Consumer Loyalty
Occurs when consumers are happy with a company’s product and become repeat customers.

4. Consumer Loyalty
Sports Marketers - target a core group of fans and maintain their loyalty.
Entertainment Marketers - target each product to a well-defined group.

5. Job of Sports Marketer Find a winning team! Know what consumers want.
Try to Deliver that product.

6. Job of Entertainment Marketer
Find a winning formula!
Try to know what consumers want.
Create that product.

7. Product Sports – consistency, stability
Entertainment – variability, changeability

8. Revenue Stream
Various types of entertainment products lead to a diverse stream of revenue.
One sporting event does not usually produce the same amount of revenue as an entertainment event. (with exceptions)

9. The promotion of a company in association with a property.
Sponsorship
The promotion of a company in association with a property.

10. Examples
Corporate boxes in stadiums.
Stadium naming rights.

11. Advertising/Broadcasting
Virtual advertising – has created revenue for sports teams and venues.
TV networks make deals with sports leagues for exclusive rights to broadcast games.

12. Examples NBC – Notre Dame ABC – NFL Monday night football
CBS – NCAA Basketball tournament