Transcript Sports Marketing

Sports Marketing
TARGET MARKETS
Target Markets
• Specific group of people that advertising is
aimed towards
• Demographics
– Gender, Age, Education Level, Race
– Income Level
• Disposable Income – income that can be freely
spent
Other ways to break down markets
• Geographics– location in the world
– Know where to place mass media ads
• Psychographics
– Attitudes, Beliefs, Interest, Culture
– Lifestyles, activities
• Know what people watch/read
What is Sports Marketing?
• Using sports to market products
Including, athletes, teams, venues, etc.
• Where do the Steelers play?
• NASCAR sells advertising on their cars for
– $200,000 for a 3-by-5-inch decal. $13,333 per
square inch.
– Different prices for
• Hood—Doors—Bumpers
Sports Logos
• Sports apparel is one of the fastestgrowing segment of the sports market.
– Apparel accounts for 44% (or $113 billion) of
the global sports market
• Team apparel shows fan loyalty
• Increases the quality and value of
merchandise
• Teams receive royalties for sales of items
with their team logos
Top Selling NFL Jerseys
April 2007-August 2007
•
•
•
•
•
•
•
•
1. LaDainian Tomlinson, RB, Chargers
2. Brady Quinn, QB, Browns
3. Tony Romo, QB, Cowboys
4. Brian Urlacher, LB, Bears
5. Peyton Manning, QB, Colts
6. Reggie Bush, RB, Saints
7. Tom Brady, QB, Patriots
8.Adrian Peterson, RB, Vikings
The Fastest-Growing Brands In
Sports
• MLB
– Toronto Blue Jays
• Increased 127% the past three years to $33 million
• NFL
– Philadelphia Eagles
• Brand Value Increased 113% gain to $90 million
• NBA
– Cleveland Cavaliers
• Increased team value to $380 million
• NHL
– Buffalo Sabres
• Brand Value increased 53% over the past three years, to $16
million
New Sports New Opportunities
• New sports offer new opportunities for
endorsement and marketing
• Mixed Martial Arts Fighting
– What is their target market?
• NASCAR
– What is their target market?
Gross Impression
• Number of time per advertisement, game,
or show that a product is associated with
an athlete, team, entertainment
• This can be done in a variety of ways
– Brands shown in TV shows
• Norwegian Cruise Lines paid $1 million to have a
cruise ship shown on The Apprentice
– Logos on shoes, uniforms
– Can you think of any others?