Transcript What IS Sports Marketing

• Identify reasons a sports or
entertainment property would
utilize marketing
• Sports Marketing is the application of
marketing principles to sports/entertainment
properties and to non-sports products using
sports.
• Simply:
– Sports Marketing is the Marketing of Sports
– Sports Marketing is Marketing Through Sports
• Applying marketing Principles to the
marketing of a “Sports Property”
• Sports Properties: Examples of
“Property”
– League
– Athlete
– Program
– Competition
-Team
-Stadium
-Event
-Contest
-Arena
-Meet
• Athletes
• Agents
• Ticket Sales
Representative
• Ticket Collection
• Marketing Writers
• Sports Journalist
• Parking
• Merchandise Vendor
• Director of Marketing
• Sponsorship Sales
Executive
• Director of
Communications
• Security
• Maintenance
• Concessions
• Sports Announcer
• Allows consumers
to form a “Personal
Identity” that
matches who they
want to be.
• The human brain
recognizes
celebrities so we
place additional
“value” on
products they
endorse
• Positive
• Negative
Using the Internet, find 2 celebrities that would be
Positive (good) endorsements for your “Product”
and 2 celebrities that would be Negative (bad)
endorsements for your “Product”.
Explain why
• https://www.nsga.org/globalassets/management
-conference-archives/2013/karla-mccormick.pdf
Adjusting your marketing campaigns to the ongoing events.
Targeting important events and national or global holidays for
your industry.
Looking at a calendar, identifying appropriate opportunities and
capitalizing on them.
• Peak vs. Off Season
– Peak: Highest volume
in sales and customers.
The busy time of year.
– Off Season: Lowest
volume in sales and
customers. The slow
time of year.
• High Season
– Movie Industry high
season is holidays &
summer.
• Sales and
Advertising (print
and electronic)
– Billboard
– Electronic Signage
– Newspaper
– Magazines
– Websites and online
ads.
• World Premiere:
The first public
performance (as
a theatrical
production)
anywhere in the
world.
If SUU needed to get more use
out of their “big” buildings-how
would they do it?
• Press Conferences
– An interview given
to journalists by a
prominent person
in order to make
an announcement
or answer
questions.
• Midnight Madness Events
– An annual event
celebrating the upcoming
college basketball season
in which a team opens its
first official practice to the
public, often combining it
with a pep rally and other
fan friendly activities.