Sports products
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Transcript Sports products
Economic Impact of
Sports Marketing
A sports consumer is a person who may play, officiate,
watch, listen to sports, or read, use, purchase, and/or
collect items related to sports.
The goal of planning sports marketing strategies is to
encourage the consumer to purchase tickets and/ or
merchandise.
Market segmentation is analyzing
the market by looking at:
Geographics
Demographics
Psychographics
Product benefits
Market segmentation of the sports
consumer can change, so marketers must
constantly check approval ratings.
Ex.) Before Tiger Woods was a success, the
market for golf was mainly men 30-60, with
incomes between $50,000- $175,000.
Now, there is a teenage market because of
sponsors like Nike, Wheaties, PGA Tour
Series video games, and Gatorade.
Every decision you make keeps people involved in the
event employed; purchasing a ticket, parking your
car, buying food and merchandise.
As the economy grows, more infrastructure is needed to support
athletic events; the physical development of an area, which
includes all major public systems, services, and facilities of a
country or region needed to make a location function.
▪ Ex.) Olympic Games, Super Bowl
One of the top tourist destinations in the world.
Welcomes over 30 million tourists every year.
Opened in 1971, Walt Disney World has helped the economy
continuously grow.
▪ Because of the growth, professional sports has become a part of Florida’s
economy; Wide World of Sports complex was opened.
A sports franchise in sports is an agreement or contract
for a sports organization to sell a parent company’s
good or service within a given area.
Orlando Magic joined the NBA for the
1989-1990 season.
But nearly 4 years before that, Jim Hewitt
began promoting the idea; selling t-shirts,
hats, and convincing residents to make $100
deposits on season tickets.
Los Angeles Stadium
Sports products are goods, services, ideas, or a combination of
those things, provided to consumers.
Besides sports products in the form of goods & services, they can also
include athletes as well.
There are 4 types of sports products:
Sporting events: core product of sports- games, events, and competitions.
Sports information: involves news, statistics, schedules, and stories.
Sports training: provided through fitness centers, sports camps, and lessons.
Sporting goods: products including equipment, licensed merchandise,
collectibles, memorabilia, and apparel & accessories.
Sports products differ from typical consumer products because
they have the ability to generate a greater variety of related
products; product extensions.
Ex.) The Super Bowl is a core, main sports product. From that event,
product extensions develop (programs, tickets that can be saved as
collectibles, videos, statistics in the news, related television programs,
and t-shirts, etc.
Team Promotions…
Promotional Schedule | phillies.com: Schedule
Sports marketing helps businesses make $ as consumers have
fun, but marketers often face challenges & obstacles.
Marketing activities and sponsors for events are different because there
are different target markets for each sport.
▪ Ex..) The L.A. Sparks have won the WNBA national championship 2 seasons in a
row. However, the media gave the announcement lower-profile exposure.
So in order to gain support, the Sparks are heavily involved in
grassroots marketing; marketing activities on a local community
level.
Charities, fund-raising, etc.
In order to get as many new fans out to see your new team,
many marketing strategies must be utilized.
So now…it is your job to create a promotional schedule for
your “NEW” team for next season.
Once you devise a promotional schedule, a magnet will be created to
let fans know of the schedule. Therefore, the schedule MUST include:
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Specific dates announcing promotional goods (age requirements, etc.)
At least 4 promotional dates
Color
Graphics