CHAPTER 4.1Using Sports To Market Products
Cereal Stars
Wheaties 1936 athletes became a permanent fixture
Lou Gehrig Considered a great honor Some athletes have it as a goal
1999 launched a five-box series honoring women in sports
Market Audience Size
Wide range of demographics enjoy sports. Young market flock to X-Games Baby boomers focus on personal fitness in all
types of sports Sports events attract more viewers than
any other entertainment today. 1970-11.2 million golfers 1997-24.7 million golfers Spending by sports advertisers in 1997- $152
billion.
Continued…
1971-800 hrs. of televised sports 1992-1,800 hrs. of televised sports
Play time in games has been changed How is the sports audience a “captive
audience”? If you want to see your team or game, you
have to see the commercials
The Power of Sports
Power of emotional ties Intense love, hate, joy or disappointment over
sports Some are proud of their city Some are intrigued by the skill or psychology
of the players Men openly cried at the last game of the
original Cleveland Browns game in 1995 Owner Art Modell received hate mail and
bomb threats
Continued…
Victory causes powerful emotions too Rioting after championship games
1998 Chicago Bulls and Kentucky Wildcats Fans will overlook an athletes tasteless or
criminal behavior as long as he or she still scores or entertains. Mike Tyson fights after he was recently released
from prison Fans paid $49.95 to watch Tyson fight Tyson made $100 million dollars that year
Fans will make loyal customers of products they learn about through event advertising
Power of a New Market
Rising popularity of women's athletics Causing marketing campaigns to take a closer
look Woman make 80% of all purchasing
decisions Woman spend more than $5 billion per year
on sports- wear Professional women's athletes can earn
millions of dollars in endorsements Nike named a shoe after Sheryl Swoops
Marketing Theory
Marketing products through sports is an interconnected process 1. a company buys the rights to advertise
during a game 2. T.V. and radio networks sell time to teams
and their sponsors. 3. Cities buy the rights to host teams 4. Finally consumers buy the products
advertised at the game.
How Companies Decide
Many companies that want to advertise their products through sports hire outside consulting firms to help
Others start their own marketing groups within their marketing department. ESPN CHILTON Sports Poll.
One of the largest firms Offers demographic data, info about the mood of
the sports consumer at any time, and advise on how to attract a particular market
Assignment
Pick athlete or entertainer for the box cover Think about popularity Think about recent events
Design box with marketing principles in mind Don’t want a pic of athlete making a mistake Make it catchy and appealing to the eye
Use Whatever resources you choose Computer Paper and markers Etc…
On Back of Wheaties Box
Tell why you chose who you did Why they would be a good fit for Wheaties? What market are you going after with the
person you chose? Are there recent events that helped you make
your decision?
Examples