Sports and Entertainment Marketing

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Sports and Entertainment Marketing

• Ken Kaser
• University of Houston
• Conrad Hilton College

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Sports and Entertainment MarketingHistory

• Today - popular course in many school districts
  across the country
• Schools offer the course for a semester and the
  entire year

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Sports and Entertainment MarketingRationale

• Communities of all sizes count heavily on tourism
  dollars.
• U.S. sports equipment manufactures export to over
  125 countries.
• Tourism is the number 1 or 2 industry for just
  about every state.
• Sports-related travel and tourism is a huge
  industry.

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Sports and Entertainment MarketingRationale
(continued)

• Little league sports bring large sums of money to
  communities of all sizes.
• In 2006, a family of four could expect to pay an
  average of 352 to attend one Chicago Cubs
  baseball game.
• Sports and Entertainment brings money to the
  hotel, restaurant, retail, and service station
  industries

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Sports and Entertainment MarketingRationale
(continued)

• Sports and Entertainment Marketing
  an exciting strategy to teach all of the
  essential Marketing concepts!

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Concepts Covered in Sports and Entertainment
Marketing

• Product/Service Management
• Promotion
• Selling
• Pricing
• Marketing Information Management
• Distribution

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Sports and Entertainment MarketingCurriculum

• Importance of S E Marketing/Overview of Sports,
  Entertainment, and Recreation Marketing
• Economic and Social Impact of College athletes
• Big League Professional SportsComplete with
  Agents, Managers, Landing a Team, and Ethics
• Marketing Athletics through public speaking,
  Public Relations, Book Publishing, and Fan Clubs

• Associating Athlete of Special events (Charities,
  Camps, One-Day seminars
• Role, Operation, and Cast of a Sports Marketing
  Firm
• Entertainment Industry Including Movies,
  Television, Concerts, the Arts, Annual Events,
  and Entertainment Awards
• Customized Entertainment, Information Technology,
• and Marketing Entertainment to the world

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Sports and Entertainment MarketingCurriculum

• Recreation Marketing including Travel and
  Tourism, Resorts, Theme Parks, and Careers
• Marketing Plans for Sports and Entertainment-Mark
  eting Research-Developing a Marketing
  Plan-Advertising and Promotions- The Bottom
  Line
• Product Research and Development

• Legal Issues for Sports and Entertainment-Laws
  and Contracts-Unions-Licensing
• Sports Marketing Careers
• Trends in the Global Marketfor sports
• Promotion, Advertising, Sales
• Public Relations
• Economics
• Communication

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Sports and Entertainment MarketingResources

• Magazines
• Newspapers
• Software
• Internet
• Television
• Textbooks
• Reference Books

• Conferences
• Athletic Director
• Professional Sports Franchises
• Movie and Stage Theaters
• Theme Park marketing staff
• Television and Radio Stations
• Retailers/Manufacturers

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Sports and Entertainment MarketingProjects

• Big Stadium/Professional Football
• Team Project
• Steps in order to complete project
• Questions and Answers
• Design a Stadium and Determine other Businesses

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Sports and Entertainment MarketingProjects

• Music/Concert Assignment
• Look up your favorite singer or group using any
  reliable source, and write a one page report
  about the singer or group.
• Write two paragraphs explaining the type of music
  your singer or group produces
• Design a T-Shirt for your singer or group
• How much would you be willing to pay for a
  concert to see your singer or group?
• Design the front and back of a ticket for the
  concert
• What items will you make available to purchase
  from a fan club?
• Present your creation to the class

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Sports and Entertainment MarketingProjects

• Project Using a Newspaper
• Play Jeopardy by asking questions from different
  color-coded sections of the newspaper
• Students summarize articles from Sports and
  Entertainment section
• Students design a news collage using the
  newspaper highlighting current events
• Teams of students study the newspaper sections
  and give a newscast highlighting newsworthy
  events
• Each student makes up current event questions for
  sports and entertainment using the newspaper or
  Internet

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Sports and Entertainment MarketingProjects

• State Tourism Project
• Research a state and determine which
  characteristics of that state will be advertised
  for tourism
• Design a bumper sticker, coffee mug, T-Shirt, or
  other item to use for state promotional purposes.
• Give a presentation that focuses on reasons for
  tourists to visit their state.
• Design a brochure to advertise their state
• TIME 3-5 class periods
• Group Size 2-4 students
• Materials Brochures from travel
  agencies, road atlases, vacation guides, 800
  numbers for state tourism, state resource
  materials
• Background Tourism is big business for many
  states. Advertising for tourist dollars has
  become very creative and intense.

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Sports and Entertainment MarketingProjects
(continued)

• Preparation Gather atlases and tourism
  materials from travel agencies. Gather 800
  numbers from students to call for state tourism
  info. Possibly have a travel agent speak to the
  class about tourism for different states.
• Procedure
• Group decides on a state
• Group develops a promotional item, brochure, and
  a presentation for class to advertise their state
• Gather resource materials to use when preparing
  their presentations
• Students give presentations to the class in which
  they highlight info about the state they have
  chosen, show their promotional items, and hand
  out their brochures.
• Assessment Groups will receive three grades for
  this project

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Sports and Entertainment MarketingWeb Sites

• Sites for Sports
• www.espn.com
• www.nba.com
• www.nfl.com
• www.wnba.com
• www.newsweek.com
• www.chronicle.com
• www.usatoday.com
• www.sports.com
• www.cba.com
• www.wallstreetsports.com

• Sites for Music and Entertainment
• www.rollingstone.com
• www.diryahoo.com
• www.msbet.com
• www.jslyrics.com
• www.arista.com
• www.mtv.com
• www.soundz.com
• www.jazz.com
• www.amc-theaters.com
• www.mrshowbiz.go.com

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Sports and Entertainment MarketingTV/Newspapers/M
agazines

• TV Programs
• CNBC
• 20/20
• Dateline
• 60 Minutes
• HBOs Outside the Lines
• Newspapers
• USA Today
• Wall Street Journal

• Magazines
• Street Smiths Sports Business
• The Sporting News
• ESPN
• Variety
• Premiere
• Ad Week
• Brand Week

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