1. 4.1 Event Marketing Marketing The Event 4.1 The Event

2. 4.1 Event Marketing Standard Four Students will assess the importance of event marketing and entertainment in sports.

3. 4.1 Event Marketing Event Marketing Defined Applying marketing principles to the marketing and promotion of an event. –May or may not be team oriented Superbowl, NBA Finals, Stanley Cup Playoffs –May or may not be “mainstream” sports oriented X-Games, World Chess Championships Movie Premier, Back to School Night Applying marketing principles to the marketing and promotion of an event. –May or may not be team oriented Superbowl, NBA Finals, Stanley Cup Playoffs –May or may not be “mainstream” sports oriented X-Games, World Chess Championships Movie Premier, Back to School Night

4. 4.1 Event Marketing Event Marketing & Entertainment Sports Properties –Types of Properties VENUE – Stadium, Arena, Track, LEAGUE TEAM or CONFERENCE ATHLETE, SPECIAL EVENT –Uses of Marketing range from ticket sales to seat design –Concert, Meeting, Conference… Sports Properties –Types of Properties VENUE – Stadium, Arena, Track, LEAGUE TEAM or CONFERENCE ATHLETE, SPECIAL EVENT –Uses of Marketing range from ticket sales to seat design –Concert, Meeting, Conference…

5. 4.1 Event Marketing

6. EVENT MARKETING Marketing of the Event –Entertainment Offerings –Dates, Times, Location –Special Offering: Back Stage Passes… –Advertising & Promotions –Event Evaluations –Other Marketing of the Event –Entertainment Offerings –Dates, Times, Location –Special Offering: Back Stage Passes… –Advertising & Promotions –Event Evaluations –Other

7. 4.1 Event Marketing Event Components Concessions Merchandising Opportunities –For Event –For Sponsors Seating –Personal Seat Licenses* –Luxury Boxes** –Season Ticketing*** Staffing & Training Other Concessions Merchandising Opportunities –For Event –For Sponsors Seating –Personal Seat Licenses* –Luxury Boxes** –Season Ticketing*** Staffing & Training Other

8. 4.1 Event Marketing Branding Leagues, Teams, Merchandise, and Events are often branded to aide in marketing efforts. Branding: –a company’s or event’s efforts to develop a personality and make its products or services different from the competition. Leagues, Teams, Merchandise, and Events are often branded to aide in marketing efforts. Branding: –a company’s or event’s efforts to develop a personality and make its products or services different from the competition.

9. 4.1 Event Marketing Branding Event Branding Opportunities –Naming, Event Offerings –Promotions and Co- Promotions –Sponsorship Opportunities –Merchandising Opportunities Event Branding Opportunities –Naming, Event Offerings –Promotions and Co- Promotions –Sponsorship Opportunities –Merchandising Opportunities

10. 4.1 Event Marketing Merchandising Opportunities Licensed Products –Licensing: authorized use of a brand, brand name, brand mark, trademark, or tradename with a good or service. Contractual Agreement Company A uses Company B’s logo Company A pays a ROYALTY or Fee –Booming area of sports with players, teams, event names, and logos appearing on a huge selection of products. Licensed Products –Licensing: authorized use of a brand, brand name, brand mark, trademark, or tradename with a good or service. Contractual Agreement Company A uses Company B’s logo Company A pays a ROYALTY or Fee –Booming area of sports with players, teams, event names, and logos appearing on a huge selection of products.

11. 4.1 Event Marketing LICENSOR (Company “A”)     –Company with an “official” logo in demand –EXAMPLE: Olympics –BENEFITS: Expand into new markets Generate more awareness for company/team –DISADVANTAGES: Lose some control* over product mix –Company with an “official” logo in demand –EXAMPLE: Olympics –BENEFITS: Expand into new markets Generate more awareness for company/team –DISADVANTAGES: Lose some control* over product mix

12. 4.1 Event Marketing  LICENSEE (Company “B”) –The company reproducing an official logo –EXAMPLE: WILSON ATHLETICS NCAA WEBSITE: Official Licensees –BENEFITS Positive association of products with event Create brand awareness Increase distribution possibilities Charge higher prices –DISADVANTAGES Possible negative publicity with events / athletes Expensive –The company reproducing an official logo –EXAMPLE: WILSON ATHLETICS NCAA WEBSITE: Official Licensees –BENEFITS Positive association of products with event Create brand awareness Increase distribution possibilities Charge higher prices –DISADVANTAGES Possible negative publicity with events / athletes Expensive

13. 4.1 Event Marketing Event Seating Personal Seat Licenses (PSL) –Next Slide –Licenses purchased by ticket holder which entitles that person to buy that seat’s tickets –Payments vary by team/sport/venue –Holds seats for that person Season Ticketing –Tickets bought for a block of games for a season –Typically better quality seats in venue Luxury Boxes –Boxes typically purchases/leased by corporations –Used for entertainment and business meetings/games Personal Seat Licenses (PSL) –Next Slide –Licenses purchased by ticket holder which entitles that person to buy that seat’s tickets –Payments vary by team/sport/venue –Holds seats for that person Season Ticketing –Tickets bought for a block of games for a season –Typically better quality seats in venue Luxury Boxes –Boxes typically purchases/leased by corporations –Used for entertainment and business meetings/games

14. Personal Seat Licenses A personal seat license gives the holder the right to buy season tickets for a certain seat in a stadium. This holder can sell the seat license to someone else if he no longer wishes to purchase season tickets. However, if the seat license holder chooses not to sell the seat licenses and does not renew the season tickets, the holder forfeits the license back to the team. Most seat licenses are valid for as long as the team plays in the current venue. The primary reason sporting venues offer PSLs is that the proceeds are used to help pay the debt incurred during the construction of the stadium or arena. Also, many supporters feel that such licenses essentially give fans ownership of the seat. Opponents of PSLs see this as another way to extract money from the sports fans. A personal seat license gives the holder the right to buy season tickets for a certain seat in a stadium. This holder can sell the seat license to someone else if he no longer wishes to purchase season tickets. However, if the seat license holder chooses not to sell the seat licenses and does not renew the season tickets, the holder forfeits the license back to the team. Most seat licenses are valid for as long as the team plays in the current venue. The primary reason sporting venues offer PSLs is that the proceeds are used to help pay the debt incurred during the construction of the stadium or arena. Also, many supporters feel that such licenses essentially give fans ownership of the seat. Opponents of PSLs see this as another way to extract money from the sports fans. 4.1 Event Marketing

15. SPORTSCAPE Why is attending a game better than watching on TV? THE EXPERIENCE! The use of the venue to make attendance to a game “more than just a game” –Atmosphere, Color, Music, Motion –Sights & Smells, Tradition, Architecture All of these factors and many more shape the Fan’s perception of the event and his or her role in that event Why is attending a game better than watching on TV? THE EXPERIENCE! The use of the venue to make attendance to a game “more than just a game” –Atmosphere, Color, Music, Motion –Sights & Smells, Tradition, Architecture All of these factors and many more shape the Fan’s perception of the event and his or her role in that event

16. 4.1 Event Marketing Elements of Sportscape Aesthetics Music Colors Smells Lighting Motion Aesthetics Music Colors Smells Lighting Motion Parking Seat Comfort Seat Access Sponsor Marketing In-Game Entertainment Signage Replay Screens Identify WHAT these are and WHAT THEY MEAN at an event

17. 4.1 Event Marketing Luxury Boxes Provides opportunities for the venue to: –Increase Sales High Dollar – Multi-Year Contracts –Increase Attendance Boxes Offer additional seating –Increase Entertainment Experience Offer more amenities for spectators –Box sales can include other opportunities Food, Meet & Greet, Pre/Post Game Offerings… Provides opportunities for the venue to: –Increase Sales High Dollar – Multi-Year Contracts –Increase Attendance Boxes Offer additional seating –Increase Entertainment Experience Offer more amenities for spectators –Box sales can include other opportunities Food, Meet & Greet, Pre/Post Game Offerings…

18. 4.1 Event Marketing Event Evaluations Evaluations are on-going during an event Used to improve and manage offerings Typically conducted by management & staff Evaluations are on-going during an event Used to improve and manage offerings Typically conducted by management & staff

19. 4.1 Event Marketing SWOT Evaluations S = Strength –Things that went well, positive results W = Weakness –Things that went poorly, room for improvement O = Opportunities –Things/areas that can be improved, capitalized T = Threat –Things which could become a problem, area of concern S = Strength –Things that went well, positive results W = Weakness –Things that went poorly, room for improvement O = Opportunities –Things/areas that can be improved, capitalized T = Threat –Things which could become a problem, area of concern

20. 4.1 Event Marketing Component Evaluations Sales Evaluations –Ticketing, Season Ticketing, Packages Fan Enjoyment Evaluations –Fan Reactions, Consumer Evaluations Return On Investment –Repeat Purchases – Individuals & Corporate –Sponsorship Evaluations Venue Evaluations –Capacity, Perceived Crowding, Entry, Exit Sales Evaluations –Ticketing, Season Ticketing, Packages Fan Enjoyment Evaluations –Fan Reactions, Consumer Evaluations Return On Investment –Repeat Purchases – Individuals & Corporate –Sponsorship Evaluations Venue Evaluations –Capacity, Perceived Crowding, Entry, Exit