Transcript Sports Marketing and the Economyx

Economy: Sports
Marketing
Courtney Sharpe and Jamison Sampson
What is sports marketing?
-Field of marketing
-Advertising,
promotion, sales
-Sporting events,
players, teams
-Includes all levels
History
 Product placement
 1870’s tobacco cards
 Main purpose changes
 Olympics
Types of
Sports
Marketing
Commercials
 https://www.youtube.com/watch?v=mkcWmdwaTQE
Banners/Logos
Stadiums
Equipment
Sponsorships
Why is it effective?
 Role models
 Huge audience
 Subliminal association with success
 People are passionate
Who does it effect?
 Children
 Fans
 Ex-athletes with identity crisis
 Those interested in bettering health
Small Scale
Timbits Minor Hockey
 Sociological Imagination
 “The vivid awareness of the
relationship between
personal experience and the
wider society.”- C. Wright
Mills
Hey Big Spender
 NASCAR
 Being a primary sponsor at
Sprint cup costs 350,000500,000$ per race
Celebrity Endorsements
 Why?
1. Build brand equity
2. Help people remember Ads
3. Believe the product results in
star status
4. Stand out
 How?
super
Strange endorsement deals
Ray Lewis
for Snuggie
Tom Brady
for Uggs
Joe
Namath for
Beauty
Mist
Pantyhose
SUCCESS STORIES
Lou
Gehrig
George
foreman
Danica
Patrick
Jordan

Michael Jordan

Former NBA Basketball player

Best of all time

Built brand off himself

https://www.youtube.com/watch?v=xmPJl
MajVi4
Scandals
“You
could pay tens of
millions of dollars to
partner these athletes and
if you have to abandon this
campaign it’s potentially a
big loss in your books” –
Shaun Crossner
Unrelated Advertising
“a 30 second spot during the Super Bowl went for almost
3 million dollars”
“Sports Sponsorship accounts for the largest sector of the
marketing industry.
Mean Joe Greene
 First time a non-sport related
company used sports for
advertising (1979)
https://www.youtube.com/watch
?v=-oaiV8MQH7s
https://www.youtube.com/watch
?v=yqT1DUBtLcM
Kevin Clancy and Peter Krieg study
• 2007, 55% of participants when
they think of Olympics think of Visa
Advantages/ disadvantages
 “ sports are near and dear to so many people, they are
already passionate about their favorite teams and sport
activities, by sponsoring those companies or marketers
hope to tap in on a key passion point and gain positive
association by supporting this activity that people love”
– Bill Chipps
 Only one main downside
 Could cost a million dollars
Case Study
 Kia motors
 Allowed kia to reach a large audience
 Links it to superiority in another field
 Involved with FIFA 2002
 Partner now until 2022
“Sports marketing success
lies in predicting the
unpredictable”
 There is no guarantee the product will be successful
just by using sports marketing
 All it guarantees is that a different audience than
normal will see the product
References
 http://teamsportsmarketing.com/the-text/the-fan/why/
 http://www.marketing-schools.org/types-of-marketing/sportsmarketing.html
 http://www.forbes.com/forbes/welcome/
 http://www.ft.com/intl/cms/s/0/ece33fda-ff90-11e2-a24400144feab7de.html
 http://businesscasestudies.co.uk/kia-motors/using-sportsmarketing-to-engage-withconsumers/marketing.html#axzz3qeezOERn
References
 http://auto.howstuffworks.com/autoracing/nascar/nascar-basics/nascar-sponsorship.htm
 http://www.sportsnetworker.com/2011/08/30/thepowerful-reach-of-sports-marketing/