Sports and EntertainmentConnections and Contrasts

Chapter 2

Sports MarketingUsing sports to market products

Development of Sports and Entertainment Marketing

William “Bill” Veeck first to develop

sports marketing in the 1940’s

Adolph Zukor, founder of Paramount

Pictures

ConsumersPeople who use products

Discretionary IncomeMoney left to spend after necessary

expenses are paid; and a desire for recreation

Marketing Today

Vendors – sellers of productsProduct – good or service that any for-profit industry sells to its consumers

The 5th P in the Marketing Mix

Some marketers consider People to be the 5th P in the marketing mix

PromotionIs any form of communication used to

persuade people to buy products through advertising, publicity, personal selling or sales

New technologies have broadened the scope and reach of marketing messages, and they can be entertainment products themselves.

ProductCore Product – main product, include the

sports event, movie, stage show, or book.Ancillary Product – is a product related to or

created from the core product .

PlaceEcommerceSuccessful sports and entertainment

marketing strategies have always appealed to the desire to go out to a special event

PriceTicket Scalpers – unauthorized ticket sellersPiracy – is the unauthorized use of an

owner’s or creator’s music, movies, or other copyrighted material

PromotionProduct tie-in – is the use of an ancillary

product such as merchandise as promotional tools. (McDonalds happy meal toy relates to a new movie)

Cross-promotion – is any form of communication through which one industry relies on another industry to promote its products. TV interviews and websites are important cross promotional tools