Lesson 2.3

Sports ARE Entertainment

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LESSON 2.3

What is SEM?

Sports ARE Entertainment!

Sports are a form of entertainment

Entertainment may be presented in the form of sports

Watching a Broadway show

Listening to music on an mp3 player

Watching a movie

Watching a football game

Playing a game of soccer

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LESSON 2.3

What is SEM?

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Technology’s Impact on SEM

Sports ARE Entertainment“I believe sports is entertainment. I know there’s athletic

excellence. But when I watch a game-let’s say I’m watching Charles (Barkley’s) show on (TNT)-it’s not just for the athletic excellence. Every piece of information is available in that telecast: scores, highlights, standings,

analysis-0-right? I watch it because it’s entertaining. It’s about being entertained. It’s about being consumed.

You’re a consumer, and you’re consumed by the entertainment, you’re engaged by the entertainment.”

- PETER GUBER

LESSON 2.3

What is SEM?

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Technology’s Impact on SEM

Sports ARE Entertainment

ESPN broadcasts a number of events such as the national spelling bee and a hot dog eating contest. Because ESPN is the broadcaster, would you define those events as sports or entertainment?

LESSON 2.3

What is SEM?

Differentiating BetweenSports & Entertainment

Sports are“unscripted”

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Unscripted:

Consumers of sports do not know the outcome of the event in which they are participating

LESSON 2.3

What is SEM?

Differentiating BetweenSports & Entertainment

Sports entertainment relies heavily on

emotion

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Consumers of sportsproducts have anemotional investmentor interest in theoutcome of the event(winning vs. losing,close games vs. “blow outs”)

LESSON 2.3

What is SEM?

Differentiating BetweenSports & Entertainment

Sports exposedifferences

in customer loyalty

Customer Loyalty:

A customer decision to become a repeat consumer of a particular product or brand

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LESSON 2.3

What is SEM?

Integrating Sports with Entertainment

Cross Promotion:

The convergence of two entertainment properties working together to market products or services

Super Bowl Half-Time Shows

Major League Baseball / HBO’s ‘Game of Thrones’

ESPN’s ESPY Awards

Gorillaz new album / Converse

Pacers / Indy 500 promo

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LESSON 2.3

What is SEM?

Integrating Sports with Entertainment

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Cross promotion can be an effective sales and branding tool for all parties involved

In 2014, ESPN also collaborated in cross promotional campaigns with the History channel to promote two hit shows, “American Pickers” and “Vikings” (the cross promo helped ESPN build awareness when they rolled out a brand new SportsCenter set)

LESSON 2.3

What is SEM?

Integrating Sports with Entertainment

Copyright © 2014 by Sports Career Consulting, LLC

Variety.com reports that a significant factor in ESPN’s successful launch of its Chicago-based

website on all things Windy City was cross promotion, suggesting the cable company used “plenty of cross-promotion as a way to attract

listeners to the site”

Cross promotion can be an effective sales and branding tool for all parties involved

LESSON 2.3

What is SEM?

Integrating Sports with Entertainment

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It took just six months for ESPNChicago to become the city’s top sports site, attracting about 590,000 unique

visitors in the month of June alone while the city’s historic newspaper company’s (Chicago Tribune) online

sports section drew just 455,000 unique visitors

LESSON 2.3

What is SEM?

Integrating Sports with Entertainment

20th Century Fox engaged in several cross promotional efforts, including a tie-in with TNT and the NBA playoffs and

an advertising campaign with Farmers insurance, to promote the release of the film "X-Men: First Class”, yet the film was

largely underwhelming at the box office, yielding around $36 million less in its opening weekend than 3 of the other 4

installments of the film’s franchise (the third film, “X-Men”, did just as poorly)

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LESSON 2.3

What is SEM?

Integrating Sports with Entertainment

A badly botched a Spider-Man 2 promotion in which MLB had planned to feature the Spider-Man logo on each base

during the All-Star Game provides a cautionary tale to marketers considering cross promotional strategies.

The league received such opposition from fans and baseball purists that the promo was eventually pulled.

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What is SEM?

LESSON 2.3 REVIEW (ANSWERS)LESSON 2.3 REVIEW (ANSWERS)

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1) Compare and contrast sports marketing and entertainment marketing

Sports are entertainment but several key differences separate the two: sports are unscripted, sports customers are extremely loyal and an emotional attachment is very prevalent in sports

LESSON 2.3

What is SEM?

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