Sport Marketing Ch 6

Sport MarketingChapter 6 BUSI 252Professor Conrad

The Sport Product

▪ What it is▪ Core Product▪ Product Extensions▪ Grassroots Ideas▪ Sport Product Strategy

What is the Sport Product?

Complex package of tangible and intangible

What is the Sport Product?

▪ Complex package of tangible and intangible▪ Inconsistent from consumption to consumption▪ Core game/performance is just one element▪ Core is uncontrollable, focus on extensions

Core and Extensions

CORE

Apparel and

equipment

Rules Techniqu

es

Star Power Venue

Fan Behavior

Personnel and

process

Core and Extensions

EXTENSIONS

Memories and

artifacts

Hybrid product

s

Novelties and

fantasies

Electronic

products

Printed materia

lEXTENSION

SHistory, artifacts

Toys, novelties, trading

cards, fan events

Advertising,

partnerships,

collectable programs

QR codes, electronic games, music, fantasy league

Magazines, newsletters

Product Positioning

▪ In the mind’s of the consumer▪ Occurs at all levels…. Little league to pros▪ Differentiation = what sets you apart from

competitors▪ Determine real point of difference and

work out ▪ Perceptual mapping a very valuable tool

Brands and Branding

▪ Created/retained in the names, marks, designs image of any product element▪ Brand equity –Value of a product by virtue of its brand name–Name/image on a product worth more than a

generic product of similar quality▪ Brand equity components for sport

marketing–Name recognition or awareness

Brands and Branding

▪ Brand equity –Value of a product by virtue of its brand name–Name/image on a product worth more than a

generic product of similar quality▪ Brand equity components for sport

marketing–Name recognition or awareness–Strong mental or emotional associations–Perceived brand quality–Strong customer loyalty

Guess the brand value….

$15,000,000,000

$11,500,000,000

$5,000,000,000

The Forbes Fab 40: The World’s Most Valuable Sports Brandshttps://www.forbes.com/