Sports and Entertainment Marketing

Sports and Entertainment Sports and Entertainment MarketingMarketing

Ken KaserKen Kaser

University of HoustonUniversity of Houston

Conrad Hilton CollegeConrad Hilton College

Sports and Entertainment MarketingSports and Entertainment Marketing

HistoryHistory

Today Today - popular course in many school - popular course in many school districts across the countrydistricts across the country

Schools offer the course for a Schools offer the course for a semester and the entire yearsemester and the entire year


RationaleRationale

Communities of all sizes count Communities of all sizes count heavily on tourism dollars.heavily on tourism dollars.

U.S. sports equipment manufactures U.S. sports equipment manufactures export to over 125 countries.export to over 125 countries.

Tourism is the number 1 or 2 Tourism is the number 1 or 2 industry for just about every state.industry for just about every state.

Sports-related travel and tourism is Sports-related travel and tourism is a huge industry. a huge industry.


Rationale Rationale (continued)(continued)

Little league sports bring large sums Little league sports bring large sums of money to communities of all sizes.of money to communities of all sizes.

In 2006, a family of four could expect In 2006, a family of four could expect to pay an average of $352 to attend to pay an average of $352 to attend one Chicago Cubs baseball game.one Chicago Cubs baseball game.

Sports and Entertainment brings Sports and Entertainment brings money to the hotel, restaurant, money to the hotel, restaurant, retail, and service station industriesretail, and service station industries


Rationale Rationale (continued)(continued)

Sports and Entertainment Sports and Entertainment Marketing =Marketing =

an exciting strategy to an exciting strategy to teach all of the essential Marketing teach all of the essential Marketing concepts!concepts!

Concepts Covered in Concepts Covered in Sports and Entertainment Sports and Entertainment

MarketingMarketing

Product/Service ManagementProduct/Service Management PromotionPromotion SellingSelling PricingPricing Marketing Information Marketing Information

ManagementManagement DistributionDistribution


CurriculumCurriculum

Importance of S & E Importance of S & E Marketing/Overview of Marketing/Overview of Sports, Entertainment, and Sports, Entertainment, and Recreation MarketingRecreation Marketing

Economic and Social Impact Economic and Social Impact of College athletesof College athletes

Big League Professional Big League Professional SportsSportsComplete with Agents, Complete with Agents, Managers, Landing a Team, Managers, Landing a Team, and Ethicsand Ethics

Marketing Athletics through Marketing Athletics through public speaking, Public public speaking, Public Relations, Book Publishing, Relations, Book Publishing, and Fan Clubsand Fan Clubs

Associating Athlete of Associating Athlete of Special events (Charities, Special events (Charities, Camps, One-Day seminars Camps, One-Day seminars

Role, Operation, and Cast of Role, Operation, and Cast of a Sports Marketing Firma Sports Marketing Firm

Entertainment Industry Entertainment Industry Including Movies, Television, Including Movies, Television, Concerts, the Arts, Annual Concerts, the Arts, Annual Events, and Entertainment Events, and Entertainment AwardsAwards

Customized Entertainment, Customized Entertainment, Information Technology,Information Technology,

and Marketing and Marketing Entertainment to the worldEntertainment to the world


CurriculumCurriculum

Recreation Marketing Recreation Marketing including Travel and including Travel and Tourism, Resorts, Theme Tourism, Resorts, Theme Parks, and CareersParks, and Careers

Marketing Plans for Sports Marketing Plans for Sports and Entertainmentand Entertainment-Marketing Research-Marketing Research-Developing a Marketing -Developing a Marketing PlanPlan-Advertising and Promotions-Advertising and Promotions- The Bottom Line- The Bottom Line

Product Research and Product Research and DevelopmentDevelopment

Legal Issues for Sports and Legal Issues for Sports and EntertainmentEntertainment-Laws and Contracts-Laws and Contracts-Unions-Unions-Licensing-Licensing

Sports Marketing CareersSports Marketing Careers Trends in the Global MarketTrends in the Global Market

for sportsfor sports Promotion, Advertising, Promotion, Advertising,

SalesSales Public RelationsPublic Relations EconomicsEconomics CommunicationCommunication


ResourcesResources

MagazinesMagazines NewspapersNewspapers SoftwareSoftware InternetInternet TelevisionTelevision TextbooksTextbooks Reference BooksReference Books

ConferencesConferences Athletic DirectorAthletic Director Professional Sports Professional Sports

FranchisesFranchises Movie and Stage Movie and Stage

TheatersTheaters Theme Park marketing Theme Park marketing

staffstaff Television and Radio Television and Radio

StationsStations Retailers/ManufacturersRetailers/Manufacturers


ProjectsProjects

Big Stadium/Professional Football Big Stadium/Professional Football

Team ProjectTeam Project

Steps in order to complete projectSteps in order to complete project Questions and AnswersQuestions and Answers Design a Stadium and Determine Design a Stadium and Determine

other Businessesother Businesses


ProjectsProjects

Music/Concert AssignmentMusic/Concert Assignment Look up your favorite singer or group using any reliable Look up your favorite singer or group using any reliable

source, and write a one page report about the singer or group.source, and write a one page report about the singer or group. Write two paragraphs explaining the type of music your singer Write two paragraphs explaining the type of music your singer

or group producesor group produces Design a T-Shirt for your singer or groupDesign a T-Shirt for your singer or group How much would you be willing to pay for a concert to see How much would you be willing to pay for a concert to see

your singer or group?your singer or group? Design the front and back of a ticket for the concertDesign the front and back of a ticket for the concert What items will you make available to purchase from a fan What items will you make available to purchase from a fan

club?club? Present your creation to the classPresent your creation to the class


ProjectsProjects

Project Using a Project Using a NewspaperNewspaper

Play Jeopardy by asking questions from different color-coded Play Jeopardy by asking questions from different color-coded sections of the newspapersections of the newspaper

Students summarize articles from Sports and Entertainment Students summarize articles from Sports and Entertainment sectionsection

Students design a news collage using the newspaper Students design a news collage using the newspaper highlighting current eventshighlighting current events

Teams of students study the newspaper sections and give a Teams of students study the newspaper sections and give a newscast highlighting newsworthy eventsnewscast highlighting newsworthy events

Each student makes up current event questions for sports and Each student makes up current event questions for sports and entertainment using the newspaper or Internetentertainment using the newspaper or Internet

State Tourism ProjectState Tourism Project Research a state and determine which characteristics of that state will be Research a state and determine which characteristics of that state will be

advertised for tourismadvertised for tourism Design a bumper sticker, coffee mug, T-Shirt, or other item to use for Design a bumper sticker, coffee mug, T-Shirt, or other item to use for

state promotional purposes.state promotional purposes. Give a presentation that focuses on reasons for tourists to visit their Give a presentation that focuses on reasons for tourists to visit their

state.state. Design a brochure to advertise their stateDesign a brochure to advertise their state

TIME: TIME: 3-5 class periods3-5 class periods

Group Size: Group Size: 2-4 students2-4 students

Materials: Materials: Brochures from travel agencies, road atlases, vacation Brochures from travel agencies, road atlases, vacation guides, 800 numbers for state tourism, state resource materialsguides, 800 numbers for state tourism, state resource materials

Background: Tourism is big business for many states. Advertising for Background: Tourism is big business for many states. Advertising for tourist dollars has become very creative and intense.tourist dollars has become very creative and intense.


ProjectsProjects


ProjectsProjects (continued) (continued)

Preparation: Preparation: Gather atlases and tourism materials from travel Gather atlases and tourism materials from travel agencies. Gather 800 numbers from students to call for state agencies. Gather 800 numbers from students to call for state tourism info. Possibly have a travel agent speak to the class tourism info. Possibly have a travel agent speak to the class about tourism for different states.about tourism for different states.

Procedure:Procedure: Group decides on a stateGroup decides on a state Group develops a promotional item, brochure, and a Group develops a promotional item, brochure, and a

presentation for class to advertise their statepresentation for class to advertise their state Gather resource materials to use when preparing their Gather resource materials to use when preparing their

presentationspresentations Students give presentations to the class in which they Students give presentations to the class in which they

highlight info about the state they have chosen, show their highlight info about the state they have chosen, show their promotional items, and hand out their brochures.promotional items, and hand out their brochures.

Assessment: Assessment: Groups will receive three grades for this projectGroups will receive three grades for this project


Web SitesWeb Sites

Sites for Sports:Sites for Sports:www.espn.comwww.espn.com

www.nba.comwww.nba.com

www.nfl.comwww.nfl.com

www.wnba.comwww.wnba.com

www.newsweek.comwww.newsweek.com

www.chronicle.comwww.chronicle.com

www.usatoday.comwww.usatoday.com

www.sports.comwww.sports.com

www.cba.comwww.cba.com

www.wallstreetsports.comwww.wallstreetsports.com

Sites for Music and Sites for Music and Entertainment:Entertainment:

www.rollingstone.comwww.rollingstone.com

www.diryahoo.comwww.diryahoo.com

www.msbet.comwww.msbet.com

www.jslyrics.comwww.jslyrics.com

www.arista.comwww.arista.com

www.mtv.comwww.mtv.com

www.soundz.comwww.soundz.com

www.jazz.comwww.jazz.com

www.amc-theaters.comwww.amc-theaters.com

www.mrshowbiz.go.comwww.mrshowbiz.go.com


TV/Newspapers/MagazinesTV/Newspapers/Magazines

TV Programs:TV Programs:CNBCCNBC

20/2020/20

DatelineDateline

60 Minutes60 Minutes

HBO’s Outside the LinesHBO’s Outside the Lines

NewspapersNewspapersUSA TodayUSA Today

Wall Street JournalWall Street Journal

MagazinesMagazinesStreet & Smith’s Sports BusinessStreet & Smith’s Sports Business

The Sporting NewsThe Sporting News

ESPNESPN

VarietyVariety

PremierePremiere

Ad WeekAd Week

Brand WeekBrand Week

Cengage Leaning Team UpCengage Leaning Team Up

Cengage Team Up Cengage Team Up CalendarCalendar

Online SeminarsOnline Seminars

Register for November 12Register for November 12

Documents

Sports and Entertainment Marketing