Transcript Sports Marketing

Sports Marketing
Introduction
Sports Appeal and
Marketing
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People spend time and money on
sports because they are entertained by
the competition and spectacle of
sports. Sports marketers sell sports,
games, goods and services to the
fans.
Sports Marketing
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Sports marketing is all the marketing
activities designed to satisfy the needs and
wants of the sports consumer
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Might focus on the sport as well as other
activities that revolve around the sporting event,
such as event planning, promotion, financing,
and sponsorship
Two components:
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The marketing of sports
The marketing through sports
A Brief History
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20th century – longest running
endorsement deal in history
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1923, Wilson Sporting Goods signed
professional golfer Gene Sarazen to a
deal that lasted until his death in 1999
A Brief History cont.
Mid 1900’s, William “Bill”
Veeck realized that
consumers were
missing something
very important when
they attended
baseball games and
got people interested
in the game, as well
as in the activities
and events that
surround the game
A Brief History cont.
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He knew that the key to making
sporting events profitable
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He believed that if he made the
spectators’ time fun and memorable,
they would return to more games
A Brief History cont.
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He was able to take an ordinary baseball
game and turn it into something appealing
for both the fans and the media
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What did he do?
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Introduced concepts of players names on jerseys
Ballpark giveaways
Exploding scoreboards
Wrigley Field’s ivy-covered walls
Hired stage performer Eddie Gaedel in August 1951
http://espn.go.com/classic/veeckbill000816.html
A Brief History cont.
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1960s, linking athletes to corporations was
the idea of agent Mark McCormack, founder
of the International Management Group
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www.imgworld.com
McCormack’s client and friend, golfing
legend Arnold Palmer, was one of the first
professional athletes to associate with
corporations in a promotional role
Careers in Sports
Marketing
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Sports agent
Coach/Trainer
Sports journalists
Sporting goods marketers
Scriptwriter
Producer
Ticket agent
Luxury box sales representative
Food and merchandise sales representative
Group ticket salesperson
Quick Check Page 57
Define sports marketing.
Name a pioneer of sports marketing and
identify his or her contribution.
Name three jobs in sports marketing.