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Sports Vs. Entertainment
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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