1.01Intro. to Sports and Entertainment Marketing

1.01Intro. to Sports and Entertainment

Marketing

Objective A

•Explain the nature of the sports industry.

Sports Vs. Entertainment

Sport product includes:

•sporting event•sporting goods•personal training•sports information

Goods• Goods are tangible objects that are

useful to consumers.

• Examples: Licensed merchandise, tennis rackets, soccer balls, uniforms.

Services

•Services are intangible and include tasks or acts performed for a customer for a price or fee. •Examples: Going to a Broadway play or to a NASCAR race.

SPORTING EVENT

•An intangible, perishable experience•The athletes•The facility

PERSONAL TRAINING

• Available to professionals and amateurs• Preseason camps•Health clubs, fitness centers• Children’s summer sports camps• Lessons

SPORTS INFORMATION

• News about teams, events, schedules, statistics• Local newspapers, TV, and radiostations• ESPN, specialized sports channels• Sports Illustrated, golf magazines• Internet

CONSUMERS OF SPORTS

•Unorganized participants•Organized participants•Spectators•Sponsors

UNORGANIZED PARTICIPANTS

•Play sports without rules

ORGANIZED PARTICIPANTS

• Amateurs(Mo’ne Davis)

• Professionals are Paid – it’s their occupation)•Controlled by groups or sanctioning bodies

SPECTATORS

•Observers of the sporting event•Corporate consumers - The businesses that make the sporting events available to those who cannot attend in person •Media

SPONSORS

• Pay to have their names or products with a sporting event• Pay to put their names on uniforms and sport facilities• Sponsors want to reach a target market.

Objective B SPORTS

MARKETING AND ITS EFFECT

ON SOCIETY

Sports Marketing• Sports marketing is the process of:• planning and executing•Pricing•Promotion•Distribution of sports ideas, goods, and services

SEGMENTS OF THE SPORTS MARKETING

INDUSTRY•Marketing the sport event•Marketing sport goods and

services•Marketing other goods or

services through the use of sport•Marketing of products to sports

MARKETING THE SPORT EVENT

•Distributing information about a NASCAR race

Marketing sport goods and services

•The marketing of sport goods and services involves a RETAIL focus

Businesses use sport to market their

products.•Businesses that place ads in college football programs are using the sport as a marketing tool

Marketing of products to sporting events

•Example: Pepsi and Coke compete to sell their product at a stadium.

GROWTH AND MARKETING

OF THE SPORTS INDUSTRY

•Sports marketing affects millions of people through out the world.•Increased attendance•Increased media coverage

SEM IS GOOD FOR YOU.

Benefits you receive when you participate in sports•Employment opportunities•Health benefits•Recreational benefits•Entertainment

SEM - is GOOD FOR COMMUNITY

• Significant impact on the economy• Visitors spend money.• Create a need for more support

facilities• More jobs available• Impacts a city’s image

SEM Impact on Society

•Opens up additional opportunities for businesses in related industries

, Speedways

• Time Warner Arena• Charlotte Motor Speedway• Bojangles Coliseum

Dramatic Arts Industry• Children’s Theatre

• Adult’s Theatre• Belk Theatre

Video Game Industry• X-Box 360 Kinect• Nintendo Wii• Sony PS3• EA Sports – “it’s in the

game”• Madden

Fine Arts and Science Industry• Smithsonian Museum

• Mint Museum• The Discovery Place• The Mint Museum

Uptown

Night Club IndustryClub Tempo

Club 935

The V Lounge