1. Learning the Ropes of Sports Marketing
Overthe years,sportshave become a dominantpartof our culture. Likelyyouorsomeone youknow
has spenta considerableamountof time yellingatTV screensinorderto motivate orsupporta favorite
team. Ourpassionforsports is stirredby a varietyof influences,whichhasbeenmagnifiedthrough the
considerable effortsof sportsmarketing. Sportsmarketingusessports,inanyform, to helpsell goods
and services, andwe onlyhave tolookat some of the salariesof some of today’stop athletestoknow
that businessisgood.
Understanding the Fan Mindset
Puttingtogetherastrategyfor marketingtosportsfansdiffersfromthatof marketingtoconsumersin
general. While consumersof mostgoodsandservicessee value asprimarilyaneconomicevaluation,
the value fansderive fromsupportingtheirteam, andattendingeventsislikelytobe more of an
emotional decision. Purchasingandwearingagiant-sizedcheesehead toa football game inGreenBayis
nevera rational decision.
If an individual isafanof a professionalormajorcollege sportsteam, even one thatregularlyloses,
(attentionChicagoCubsfans), we canpredictthe fanwill still likely:
 Identifywithandfollowthe behaviorof the teamandindividualplayersonthatteam, onand
off the field
 Purchase licensedmerchandise (jerseys,automobile paraphernalia,caps,mugs,etc.) promoting
the team.
 Travel to see gamesof that teamoutside the local market.
 Supporttax-basedinitiativestopayfora new arena or stadiumforthe team.
 Be a supporterof the conference orleague inwhichthe teamplays.
 Devote significantsocial time attending,watchinganddiscussingthe teamwithothersdevoted
to the same or other teams.
Buildingafanbase,not a customerbase,isthe major fundamental difference betweensportsmarketing
and marketingof mostgoodsand services.
Understanding the Team’s Mindset
Sportsmarketingcan be viewedfrommanydifferentperspectivessuchas:
 Advertisingof sportsassociationssuchasthe Olympics,SpanishFootball league andthe NBA
 Use of sportingevents,sportingteamsandindividual athletestopromote variousproducts
 Promotionof sportto the publicinorderto increase participation
For a sports team,theygenerallyfocusonsuchaspectsof businessasentertainmentvalue,ticketprices
and sportsproduct.A sportsservice orbusinessfocusesmore onproductofferings,qualityof service
and brandvalue.

2. As witha traditional marketingplan,asportsmarketingplanshouldaddressthe appropriateneedsof
business. A strongmarketingplanwill assistorganizationsandsportsteamsinbuildingrelationships
withcustomersandfanswhile creatingadistinctbrand. Sportsmarketingstrategistsaskthemselves,
where do theirfans hang out,bothphysicallyanddigitally?Whatdotheyreador watch? Do they
participate incertaingroups?Dotheyfrequentsome social networksmore thanothers?Whatdo their
habitssay aboutwhytheybuy what theydo? There’samajor difference inthe marketingstrategiesfor
a team like the DallasCowboys,tosayperhapsthe OaklandRaiders. Eachteamhas theirownhistory,
and theirownunique fanbase,whichiswhyone advertisesas“America’sTeam”andthe othersimply,
yetintimidatingly asthe “SilverandBlack.”
Corporate Sponsorship
One elementthatsportmarketingtakesadvantage of isthatathletestendtobe brandloyal and fans
tendto be loyal to theirfavorite athletesandteams.Thiscanbe recognizedthroughthe contracts
playersandathletessignwithsportscompaniesinwhichtheygetpaidtowearor use theirproductsin
each game or sportingevent.Bydoingso,the playersandathletesandalsotheirfansdevelopaloyalty
to the productsfor a longertime.
Sports’marketingrequiresaddedfocusonsponsorshipactivitiesandnew mediatools.Usingsocial
mediawebsitesanddevelopingonline strategiesandtacticsinpartnershipwithcorporate sponsorswill
reach higherlevelsof atarget marketandcreate massappeal.
Cross Innovation Marketing
Since sportscan be watchedona varietyof platforms,sportsmarketingcantake manydifferentforms.
Teamssell advertisingspace insidetheirstadiumstomarketerswhowanttopurchase billboardsand
otherprintads, while TV networkssell airtimeduringthe events.Famousathletesalsosigncontractsto
workas celebrityendorsersandlendtheirimagestomarketers.
Stadiumfacilitiesare designedandmaintainedtoattractfansto the venue andmake themwantto stay
as longas possible. Pricesandpromotionsare designedtoaddvalue andgenerate revenue forthe
organization. Capitalizingonfanpassion,the organizationdevelopslicensedmerchandisetosatisfyfans’
desire toidentifywiththe teamanditsplayers.Incorporatingall of these components,fansfeel like they
are part of a fancommunityintimatelyconnectedwiththe teamandotherfans.
Case Study: Arizona Spring Training
SpringtraininginArizonaposteditshighestattendance inhistoryat1.89 million,toppingthe previous
record of 1.73 millionsetin2013. Creditforthe increase wasgiventothe individual team’swinterfan
festsintheirhome cities,whichsparkedinterest, aswell aseffortsondigital platformsandsocial media.
It was discoveredthatmany of the people whowentweren’tevenavidbaseball fans,buttheyenjoy the
activityof beingoutside,andpossiblydrinkingabeeror two. Attendeesalso have greateraccesstothe
playersthanduringthe regularseason,andmanyare able to score a prizedautographfroma favorite
player.

3. In conclusion,sportsmarketing workstoalignformutual benefit,franchiseslookingtoincrease profits
by interactingwithanactive,avidfanbase lookingforawinningteamtheyare proudto support. The
goal is to activate the sponsoringbrandinthe mindsof fansso that the passion forthe franchise
transferstothe brand.Whenthishappens,fansattribute positive associationswiththe brand.Thisleads
to passionate fansrespondingfavorably intermsof support behaviors,which namely meansinvesting
more and more intothe brand.