SPORTS MARKETING

Definition and Scope

Current Industry Situation

• Fragmented with many segments– Little Vertical Integration– Even Less Horizontal Integration

• Diverse Segments– Professional (Pros)– Intercollegiate– Interscholastic– Amateur– Commercial and Public Recreational Org.

Current Industry Situation (cont)

• Common Thread: Max. Consumer Involvement through– Attendance– Participation– Viewing– Listening– Buying related goods

Sports marketing consist of all activities designed to meet needs and wants of sport consumers through exchange process. Sports marketing has two major thrusts:1. The marketing of sports to ultimate consumers.

Give some examples 2. The marketing of other consumer and industrial products with the use of sports. Give some examples

INDUSTRY SIZE--$212.53BMajor Components (Billions)

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COMPONENTS

TRAVEL

ADVERTISING

EQUIPMENT

TICKET SALES,PARKING, CONCESSION

TEAM OPERATION

GAMBLING

SPONSORSHIPS

MEDICAL

FACILITYCONSTRUCTION

ACADEMIC ATTENTION

• Increasing Programs of Study

• Several Professional Journals

• Special Interest Group of AMA

• Sport Business Research Network (sbrnet.com)

Marketing Myopia

A lack of foresight in marketing ventures

What does this mean?

Symptoms of Market Myopiain Sport

Tendency to produce and sell goods rather than identify needs and satisfy customers

Belief that winning sales

Confusing marketing with promotions

Shortsightedness

Marketing Myopia’s Effecton Sport

Slow growth of professional marketing staff

Supply and demand = sobering starting salaries

See table 1.5 on page 10.

Marketing Myopia’s Effecton Sport

Lack of market research

Major shortfall in sport marketing today: lack of data collection/analysis

Why would teams or leagues choose to do no research?

Marketing Myopia’s Effecton Sport

Sales driven by quotas and commissions

Little emphasis on training, tactics, and sales as a strategy

Sales Techniques

What are good sales techniques?

Why are good sales techniques important?