Retailing Chapter 2

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Sports Marketing Profile
Categories of Sports
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Chapter Objectives

• Define sports marketing.
• Identify the different categories of sports.
• Differentiate between amateur sports and
  professional sports.
• Discuss the significance of international sports.
• Explain the significance of womens sports.

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Sports Appeal and Marketing

• People spend time and money on sports because
  they feel excitement and are entertained by the
  competition and spectacle of sports.
• Sports marketers sell sports, games, and services
  to these fans.

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Sports Appeal and Marketing

• The two major components of sports marketing are

sports marketing all the marketing activities
designed to satisfy the needs and wants of sports
consumers

• The marketing of sports
• Marketing through sports

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A Brief History

• In 1923, Wilson Sporting Goods signed
  professional golfer Gene Sarazen to a deal that
  lasted until Sarazen passed away in 1999.
• William Bill Veeck was inducted into the
  Baseball Hall of Fame for his innovations in
  sports marketing.
• Linking athletes to corporations was the
  brainchild of agent Mark McCormack.

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Careers in Sports Marketing

• Examples of jobs in sports marketing include

• Scriptwriter
• Producer
• Ticket agent
• Luxury-box sales representative
• Food and merchandise sales representative
• Group-ticket salesperson

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From X-Games to E-Tainment
The cyber-revolution has positioned the Internet
as a major channel for sports marketing. Case in
point ESPN Internet Ventures. From its humble
beginnings in 1979 as a small cable

• Operating an e-tail business on an electronic
  channelthe Webcan be costly, due to design,
  delivery, returns, and operating expenses.
• Though Many larger dot-com companies crashed in
  the 1990s, small stores like Harris Cyclery of
  West Newton, Massachusetts, actually increase
  sales using a basic Web site. Today, a third of
  Harriss bicycle business rides in on the Web to
  get hard-to-find parts and personal service.
• Describe an e-businesss home page to your class
  after viewing one through marketingseries.glencoe.
  com.

TV station in Bristol, Connecticut, the
Entertainment and Sports Programming Network
evolved into ESPN, Inc. Then ESPN.com became the
hub of ESPN on the Internet, covering sports
business news, also offering video games, e-tail
stores, ESPN magazine, and more.
For more information on sports and entertainment
marketing, go to marketingseries.glencoe.com.
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1.

• Define sports marketing.
• Name a pioneer of sports and marketing and
  identify his or her contribution.
• Name three jobs in sports marketing.

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Variety of Sports

• Sports and sporting events can be classified into
  the following categories

• Amateur
• High school
• College
• Professional

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Amateur and Professional Sports

• Sports consumers are not attracted only to
  professional sporting events. A sports consumer
  finds interest in the sport and not just the
  classification or level of sport.

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Amateur Sports

• High school, college, or any recreational player
  is considered an amateur athlete.

amateur athlete a person who does not get paid
to play a sport
Amateur sporting events attract a large number of
fans, attention, and money.
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High School Sports

• The goal of the National Federation of State High
  Schools Association (NFHS) is to make sure that
  students benefit from a balanced educational and
  athletic experience.
• In many communities, high school sports are a
  source of pride and part of tradition.
• Regional influences affect the popularity of
  sports in the United States.

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College and University Sports

• Sporting events at the college level are very
  popular and extremely competitive in all regions.

NCAA a national organization that governs
college athletics and oversees important
decisions pertaining to athletics
The National Collegiate Athletic Association
(NCAA) posts its guidelines and rules on its Web
site at www.ncaa.org.
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Professional Sports

• The income of a professional athlete is paid for
  by his or her employer, who is the team or
  organization.

professional athlete an athlete has the will and
ability to earn an income from a particular sport
Professional athletes also have the opportunity
to earn income from endorsements.
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Professional Sports

• Teams in professional sports are considered fully
  functional businesses.
• It is the main purpose of teams to get the best
  players in order to win events and attract fans
  who will purchase tickets and merchandise.

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Other Categories of Sports

• Other categories of sports include

• Olympic Games
• Athletes with disabilities
• International sports
• Womens sports
• Extreme sports

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Olympic Sports

• The first Olympic game was held in 776 B.C.
• The Olympic Games grew and continued to be played
  every four years until they were abolished in 393
  A.D.
• The Olympic Games were revived in 1890.
• The International Olympic Committee (IOC) plans
  the games and oversees issues and decisions.
• The Amateur Rule was overturned in 1986.

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The Wide World of Paralympics

• The Paralympic Games are Olympic-style games for
  athletes with disabilities.
• In 1968, Eunice Kennedy Shriver organized the
  First International Special Olympic games.
• Special Olympics currently serve one million
  people in more than 200 programs in more than 150
  countries.

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International Sporting Events

• Popular sports around the world include

• Soccer (the World Cup)
• Biking (the Tour de France)
• Cricket
• Rugby

Each of these sports provides entertainment to
the sports consumer and new challenges to sports
marketers.
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Womens Sports

• The status of women in sports has advanced in the
  20th century.
• As early as 1932, Olympic gold medalist Mildred
  Babe Didrikson Zaharias not only excelled at
  most sports, she was also an impressive sports
  promoter.

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Womens Sports

• On June 23, 1972, the enactment of Title IX, the
  Education Amendment, advanced girls
  participation in sports.

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Womens Sports

• On June 23, 1972, the enactment of Title IX, the
  Education Amendment, advanced girls
  participation in sports.

Title IX a law that bans gender discrimination
in schools that receive federal funds
Womens amateur and professional sports
organizations have taken substantial steps in
involving women in sports.
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Extreme Sports

• Extreme sports are relatively new to
  sports-marketing efforts.

extreme sports sports that involve
nontraditional, daring methods of athletic
competition
Corporations have begun to market products toward
a new target market by promoting extreme sport
drinks, clothing, and other merchandise.
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Sports Categories
Sports
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1.

• What are the four main categories of sports?
• Which category is the most costly and marketed of
  all categories?
• List three other categories besides professional
  and amateur sports that reflect the wider world
  of sports.

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Checking Concepts
1.

• Define sports marketing.

Explain the differences between the marketing of
sports and the marketing through sports.
2.
Identify the different categories of sports.
3.
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Checking Concepts
4.

• Explain why the sports consumer is not just
  attracted to professional sports.

Name one difference between an amateur athlete
and a professional athlete.
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Name five or more international sports.
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Checking Concepts
7.
Identify one significant female athlete in
sports history.
Critical Thinking

• Discuss some factors that contribute to the
  popularity of extreme sports.

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