1. Sport Marketing Today’s Lecture What is Marketing?
Understanding Consumers’ Needs
Market Selection (STP)
Marketing Mix (The Four P’s)
Sport Marketing
Sponsorship: A Unique Relationship
Branding

2. What is Marketing?
“The process of planning and executing the conception (product), pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”

3. Understanding Consumers’ Needs
You can not market a product to consumers
without understanding what their needs and
wants are
Market Research is completed in order to
identify consumers’ needs

4. Understanding Consumers’ Needs (continued)
Market Research
Surveys (by telephone, mail, in person)
Attitudes
Purchase Behaviours
Needs, Wants, Demands
SWOT Analysis

5. Market Selection Once you have an understanding of what
consumers want and how they purchase,
you must decide who you want to sell your
product to.
This process is called STP
(Segmentation, Targeting, Positioning).

6. Market Selection (continued)
Segmentation

7. Market Selection (continued)
Target Marketing

8. Market Selection (continued)
Positioning

9. Marketing Mix (The Four P’s)
Product:
Place:
Price:
Promotions:

10. Marketing Mix (continued)
The Promotional Mix

11. Marketing Mix (continued)
Advertising –

12. Marketing Mix (continued)
Public Relations –
Media Relations –
Community Relations –

13. Marketing Mix (continued)
Sales Promotions –
Personal Selling –

14. Which ‘P’ is Which?
Jamie purchased Toronto Maple Leaf tickets after seeing a press conference announcing the trade for Phil Kessel. He purchased the tickets over the internet. The cost was $100, plus tax and service charge, for a total of $120.
In her Saturday newspaper, Nicole saw a picture of a pair of Nike Tennis Shoes being sold at Sportcheck for 50% off. On Sunday, she purchased the shoes for $75.
Hayden signed up for a wireless phone plan after attending the Telus Skin Games (golf). He signed up at a Telus store in his local mall. He got a great deal at $20/ month and a free phone with a 2 year contract.

15. What is Sport Marketing?
“The specific application of marketing
principles and processes to sport products
and to the marketing of non-sports products
through association with sport.”
Shank, 1999

16. The Sports Product “A good, a service or a combination of the
two that is designed to provide benefits to a
sports spectator, participant or sponsor.”
Shank, 1999

17. Sport Marketing When conducting Market Segmentation and
selecting the appropriate Marketing Mix, a sports
marketer must consider the organization’s external
environment.
Socio-cultural Norms
Natural
Technology
Competition
Economic
Political/Legal

18. Examples of Sports Products
Sporting Goods
Shoes
Clothing
equipment
Sport – Related Travel
Golf trips
Attending a sporting event out of your city
Sport Facilities
ACC
Wrigley Field
Sporting Events
Athletes

19. What Makes Sport Products Unique?
Aspects of the sport product are intangible
2. Sport is subjective and heterogeneous
3. Sport is inconsistent and unpredictable
4. Sport is perishable
5. Sport evokes an emotional response

20. Sponsorship

21. Types of Sponsorship Facilities Athletes

22. Sponsorship and Athletes

23. Branding

24. Branding and Athletes

25. Social Media and Sporting Events
To be discussed next week in Event Management lecture