Event Promotion

1
CHAPTER 15

• Event Promotion

2
Sport Marketing Quarterly

• Entertainment value backed
• Strong advertising

3
The successful promotion test

• Paid Attendance
• Corporate tie-ins
• Sponsor value
• Media Coverage

4
The Successful Promotion Test

• Paid attendance
• Corporate Tie-Ins
• Sponsor Value
• Media Coverage

5
Season Ticket Sales

• Season tickets to public
• Corporate Sponsorship
• Broadcast advertising revenue
• Average fan pays 100 per sport event (ticket,
  parking, transportation, refreshments, programs
  and souvenirs
• Expense side Basketball is the most profitable

6
Stadium Income

• Getting better for the fan (from seats, to laptop
  computers, to field glasses, etc)
• Tailgate University of South Carolina sells
  tailgates around 7500 per season
• Other money makers
• Sports bars
• Half-time entertainments
• Mascot

7
Fountains of Loot

• Tickets are no longer the main source
• 60/40 NFL
• 80 of gate (home game)
• Concessions
• Skyboxes
• Signage
• Broadcast coverage
• fundraising

8
Stadium Promotions

• Technology speed of serve, or pitch, etc. Fans
  can be more involved
• Scoreboards make them interesting
• Final day or Farewells must be elaborate
• Youth clinics
• Executive clinics
• Men to learn about strategies
• Women who want to keep in shape
• Moms who want to understand the sport better

9
Special Promotions

• Team in TV or film
• Rename a street after team or player
• Composer to give your team some props in the song
  or a victory song Super Bowl ShuffleDa Bears

10
Planning Event

• Think of the name- pg. 325 -327
• Record Day What a nightmare to promote?
• Ex. Cal Ripken

11
Fan Promotions

• Souvenirs
• Attendance Record
• Photo Day
• Goof-off day
• Dating Game
• Dollar Day
• Holidays

12
Youth Promotions

• Seminars
• Cards
• Autographs

13
Prizes and Giveaways

• Self-liquidating premiums
• Free giveaways
• Foam bats
• Fingers
• Cushions
• Visors
• Etc.

14
Operating Budget - Event

• Income
• Broadcast rights
• Luxury boxes
• Season Tickets
• Game Gate
• Signage
• Concessions
• Programs, films, etc.
• Licensed merchandise

15
Expenses

• Salaries
• Pension
• Game day free-lancers
• Travel
• Hotel
• Meals
• Equipment
• Bonuses
• Stadium rent/Real estate
• Insurance
• Taxes
• Advertising
• Training Facilities

16
Corporate Sponsorship

• Largest sponsors include airlines, food, sports
  equipment, automotive ,Wall Street brokerage
  firms, beverage companies