SPORT MARKETING

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SPORT MARKETING
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Marketing and Sport Marketing

• Marketing is getting the right goods and services
  to the right people at the right place at the
  right time at the right price with the right
  communication and promotion.
• Sport marketing consists of all activities
  designed to meet the needs and wants of sport
  consumers through exchange processes. Sport
  marketing has developed two major thrusts the
  marketing of sport products and services directly
  to consumers of sport, and marketing of other
  consumer and industrial products or services
  through the use of sport promotions.

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Four Ps of the Marketing Mix

• Product (the good sold)
• Price (the cost)
• Place (the distribution)
• Promotion (includes advertising, personal
  selling, publicity, and public relations)

What are examples of each of these?
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Marketing Process

• Market research
• Market segmentation
• Product positioning
• Product decisions
• Price decisions
• Place decisions
• Promotion decisions
• Evaluating the marketing process

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Market Research Looks At

• Demographics of
• Age
• Gender
• Marital status
• Number of children
• Education
• Occupation
• Income
• Expenditures (discretionary)

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Market Segmentation

• In addition to demographics,
• Geographic (population climate media resident)
• Lifestyle (social class family circumstances
  brand loyalty)
• Psychographics (activities interests opinions)

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• Market Segmentation
• Appeal to one specific consumer group through a
  highly specialized, but uniform, marketing
  program
• One brand tailored to one consumer group
• One price range tailored to the consumer group
• Limited outlets
• Targeted media

• Mass Marketing
• Appeal to many types of consumers through a
  uniform, broad-based marketing program
• Limited number of products under one brand for
  many types of consumers
• One popular price range
• All possible outlets
• Mass media

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Select One of These

• Florida Marlins (professional baseball)
• Houston Texans (professional football)
• Memphis Grizzlies (professional basketball)
• Emporia State University Hornets mens or womens
  basketball team
• Wichita State University Shockers mens baseball
  or womens softball team
• Kansas Relays
• NCAA Championship in mens soccer or womens
  tennis
• Lawrence Athletic Club

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Marketing Research Questions

• Who?
• Who are the potential fans and product
  purchasers?
• Who makes the purchase decision?
• Who attends the sporting event or uses the
  product? (and with whom?)
• What?
• What are the competing events and products?
• What benefits does the consumer seek?
• What factors influence demand?

• When?
• When do customers make purchases?
• Where?
• Where is the ticket or product purchased?
• Where do potential buyers obtain event or product
  information?
• Why?
• Why does each customer purchase a ticket or
  product?

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Market Research Methods

• Surveys
• Mail
• Telephone
• Personal interviews
• Web-based
• Focus groups
• External sources
• Census reports
• Demographic reports
• Professional market research services

• Problems
• Questionnaire design
• Sampling error, unless randomized
• Return rate for surveys
• Turnaround time

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Marketing Research Assignment

• You have been hired to study the feasibility of
  bringing a professional hockey team (NHL) to
  Kansas City, Missouri. Describe the steps you
  would take to forecast the potential fans (hence
  revenues) for the owners. Also, describe the
  economic impact (positively and negatively) that
  a team would bring to the city. Describe the
  market research approaches that you would use in
  this analysis.

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Promotions

• Advertising paid messages that
• Create attention
• Maintain interest
• Arouse desire
• Initiate action
• Publicity informational, non-paid messages
• Personal selling face-to-face interaction with
  potential purchasers
• Public relations used to develop positive
  relationships with target audiences

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Examples of Special Promotional Events

• Prizes and financial incentives to encourage
  purchases
• Special ticket rates for seniors, children,
  groups, and teams
• Free or discounted tickets for future games
• Discounted concession items
• Giveaways, such as t-shirts, balls, bats, bags,
  caps, or helmets

• Special events
• Picture opportunities
• Autograph opportunities
• Youth games (pre-game half-time post-game)
• Fireworks
• Concerts
• Exhibition games
• Alumni games

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Promotions Assignment

• While football and basketball have no problems
  selling all their tickets at your college, seldom
  do fans attend baseball games. For years, the
  college has used the same promotional techniques
  for baseball as for the two revenue-producing
  sports, but these have met with little success.
  Part of your responsibilities this year as an
  assistant director of athletics is to change this
  by attracting at least 1000 fans to each of 15
  home games. (Last year's attendance averaged 157
  per game.) Assuming that the season opens in six
  months, prepare a detailed promotions plan
  describing the activities you would do and the
  anticipated impact on attendance (and hence
  revenues).

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Sponsorships

• The sponsor seeks to
• Increase public awareness or gain an improved
  image of the company or product (brand awareness)
• Promote its products and increase sales
• Obtain access and exposure to target audiences
• Gain goodwill or positive perceptions

• The sports team receives money for
• Use of its name, logo, or trademark
• Exclusivity of association with an event,
  facility, product, or service
• Use of "official" sponsor, supplier, or product
  or presented by

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Trademark Licensing

• Trademark a word, name, or symbol used for
  identification purposes
• Licensor the owner of the trademark who
  authorizes its use through an licensing contract
• Licensee the entity granted permission to use a
  trademark under the stipulations established by
  the licensor
• Exclusive license a license that gives the
  licensee exclusive use of a trademark on specific
  products for a definite period of time
• Royalty the fee paid by a licensee to the
  licensor for use of a trademark

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Public Relations

• Provide information for the purpose of generating
  fan interest and developing positive
  relationships
• Develop an effective message
• Identify the target audience
• Select the delivery methods

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Through Public Relations Communicate with

• Current and potential fans
• Booster club members
• Media (newspapers radio television electronic)
  
• Sponsors and potential sponsors
• Students
• Families

• Alumni
• Faculty
• Staff
• Community groups, such as youth, seniors, or
  organizations
• Promotional materials (media guides game
  previews)
• Booster clubs/advisory councils

Herm Edwards Youth Football Camp
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Herm Edwards Youth Football Camp a Rousing
Success in Year One

• The Herm Edwards Youth Football Camp, presented
  by First National Bank, was held in Kansas City
  for the first time on May 19th and May 20th at
  the Chiefs Practice Facility. Utilizing over 150
  volunteer coaches and various other volunteers,
  members of the Chiefs coaching staff and Chiefs
  players provided instruction about football and
  more importantly, the skills necessary to become
  winners in the game of life. During the course of
  the camp, Edwards shared seven core concepts
  (Expectations Priorities Commitment Choices
  Integrity Teamwork Sportsmanship) with the over
  1,100 campers and spoke on their importance both
  in life and on the football field.

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Media Relations

• Schedules
• Media guides
• Game programs
• Coach and athlete interviews
• Post-game stats sheets
• Press releases

• Media and sport enjoy a symbiotic relationship
• Sport attracts viewers leading to
• The electronic and print media selling print and
  broadcast time to advertisers leading to
• Revenues from advertisers paid to media and sport

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Working with the Media

• Make sure all school, college, conference, and
  team rules are followed
• Delegate working with the media to the Sports
  Information Office (college) or Media Relations
  (professional team)
• Provide timely and accurate information and
  access to coaches, athletes, or other key
  personnel for interviews
• Meet reasonable requests for access to the
  facility for equipment staging prior to the event
  and on-site accommodations for reporting on the
  event to print and electronic media
• Provide refreshments and access to appropriate
  technologies

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Working with Sport Agents

• Who legally is authorized to negotiate a players
  contract?
• How does a person become a sports agent?
• What are the responsibilities of or scope of
  services provided by a sports agent?
• What is a sports agent not allowed to do?
• Why are most professional athletes currently
  represented by an agency, like IMG, rather than
  by an individual agent?

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Media Relations Assignment

• As the assistant director for the Fort Worth Golf
  and Tennis Club, you have been assigned to
  enhance the coverage provided by and overall
  relationships with the local and state media.
  This is especially important relative to the
  annual pro-am golf event and the conference
  tennis championship in which the local high
  schools compete each year. Describe the full
  range of activities that you would plan for and
  implement to increase the medias coverage of
  these events as well as the publicity of other
  activities associated with the Fort Worth Golf
  and Tennis Club.