Transcript Sports Marketing

Introduction to Sports Marketing
M2N820576
Format
 Lectures
 Workshops
 Seminar
 Readings
 Blog
 Websites
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How you should use this module
Assessment
Presentation – group – week 8
Themes
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Individual essay – week 12/13
Themes
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Expectations
READING ARTICLES AND CHAPTERS
Most of the material is available on the blog and is user friendly for
students
You are expected to prepare for seminars by reading articles
highlighted and come prepared.
LECTURES / SEMINARS / WORKSHOPS
By now, we expect student engagement and involvement.
Articulating your ideas and views is a very desirable skill.
Sports Marketing
........is the specific application of marketing principles and
processes to sports products and to the marketing of non sports
through association with sport. Shank (2009)
Sport as entertainment – sport takes us away from our daily routine
and gives us pleasure - Beech and Chadwick (2007)
Engaging / diverting –WE ARE BEING ENTERTAINED
Marketing Orientation – organisations concentrate on
understanding the consumer and providing a sports product that
meets needs whilst delivering objectives
Growth
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Sport has become one of the most important
and universal institutions in our society.
Estimated to generate over £300 billion per year –
based upon all central and diverse areas
(gambling, advertising, sponsorship, etc)
SPORT IS EVERYWHERE
The industry
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Attendance – NFL in 2006 = over 22 millions fans
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Media coverage – 2008 Olympics more than 4 billion viewers in
220 countries watched an average of 12 hours coverage
Employment – The UK employs 500,000 people in their £4
billion a year sports industry
Global markets – Growing and especially within untraditional
market locations
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Global markets
Consumer.......
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As spectator
As participant
Sponsor as consumer
Global markets
The sports product
-Goods and events (athletes; arena)
-Sporting events
- merchandise
- Collectibles & memorabilia
- Personal training for sports
- Fitness centres / health services
- Sports camps
Global markets
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Sanctioning bodies
Sponsors
Media
Agents
Sports equipment
Summary
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Employment growth
Argued that for success, marketing is simply
essential and central
Sport is one of the worlds greatest commodities
Marketing takes different forms
Global v local attraction
Consumers or buyers are king….