Emergence of Sports Marketing

1
Emergence of Sports Marketing

• SS 330
• Sport Marketing Promotions
• Dr. Brian Turner

2
Importance of Sports Marketing

• Without institutional support,
• In Division I-A
• of football programs showed a profit
• of mens basketball programs showed a
  profit
• of womens basketball programs showed a
  profit

3
Importance of Sports Marketing

• At Ohio State
• Football
• Mens Basketball
• Other 34 sports
• 1999-2000 budget

4
Explosion of Sports

• Growth in sport consumption investment
• Value of professional teams
• Expansion of hockey
• Interest in womens sports
• Inclusion in mainstream media
• Popularity in Hollywood
• Expansion of sports programming

5
What is Sports Marketing?

• the specific application of marketing
  principles and processes to sport products and to
  the marketing of non-sports products through
  association with sport.
• Sport marketing consists of all activities
  designed to meet the needs and wants of sport
  consumers through exchange processes.

6
Major Thrusts
7
Marketing Myopia

• practice of defining a business in terms of
  goods and services rather than in terms of the
  benefits customers seek.

8
Understanding the Sport Industry

• Sport - a source of diversion or a physical
  activity engaged in for pleasure.
• Relationship with the entertainment industry

9
Uniqueness of Sport

• Sport Product
• Sport Market
• Sport Financing
• Sport Promotion

10
Marketing Orientation

• Way of doing business where the organization
  concentrates on understanding the consumer and
  provides a sports product that meets consumers
  needs (while still achieving the organizations
  objectives)

11
Structure of the Sports Industry
Consumers
Products
Producers/ Intermediaries
12
Consumers of Sport

• The Spectator
• The Participants
• The Sponsors

13
The Sports Product

• a good, a service, or any combination of the
  two that is designed to provide benefits to a
  sports spectator, participant, or sponsor
• Include
• Sporting Events
• Sporting Goods
• Personal Training for Sports
• Sports Information

14
Producers/Intermediaries
15
Basic Marketing Principles Processes Applied to
Sport

• Sports Marketing Mix
• coordinated set of elements that sports
  organizations use to meet their marketing
  objectives and satisfy consumers needs.
• Basic Elements

16
Basic Marketing Principles Processes Applied to
Sport

• Exchange Process
• Marketing transaction in which the buyer gives
  something of value to the seller in return for
  goods and services
• must be at least 2 parties
• each party must have something of value to offer
  the other
• must be a means for communication between the 2
  (or more) parties
• each party must be free to accept or decline the
  offer
• each party must feel that it is desirable to deal
  with the other(s)

17
Basic Marketing Principles Processes Applied to
Sport
Something of Value
Exchange Players
Exchange Players
Something of Value
18
Strategic SportsMarketing Process

• process of planning, implementing and
  controlling marketing efforts to meet
  organizational goals and satisfy consumers
  needs.