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Sports ManagementCavite State University– Carmona Campus
OUTLINE• Definition• Difference between sports marketing  and traditional goods and services  marketing• Benefits of sport...
Rights Holders• It include entities such as; the  International Olympic Committee,  NFL, NCAA, Major League Baseball,  Nat...
Broadcasters• Package and promote the events to a  television audience and they count  on advertisers to pay fees for  com...
Facilities/Venues• required to stage the events and the host  team or facility also needs to make a  profit. This model is...
Promoters• Frequently create their own events.  Don King has been the consummate  sports promoter by packaging  profession...
Buyers/Sponsors• Pay enormous amounts of money to  advertise their messages on the air,  in stadiums/venues, on radio and ...
Agents/Athletes• Perform their artful craft in return for  large salaries. Of course, these  enormous salaries would not b...
Event Management/Operations• Finally, none of the events can be  staged without facilities.  Management and operations of ...
Group 1:    •   Jaymee Loyola    •   Veronica Legacion    •   Grace Ruth Villas    •   Lady Lyn Giray    •   Joan Lozana  ...
Definition• Focuses both on the  promotion of sports events  and team as well the  promotion of product and  services.
Definition• Sport marketing takes  advantage of the athletes  tends to be brand loyal and  the fans tends to loyal to thei...
Definition• Sport marketing is simply any  sales or publicity-related  activity associated with an  organized sporting eve...
Definition• Sport marketing is a subdivision  of marketing which focuses  both on the promotion of sports  events and team...
Definition• The goal is to provide the client  with strategies to promote the  sport or to promote something  other than s...
Definition• Sports Marketing Mix  • Planning  • Packaging  • Positioning  • Perception
Difference between Sports Marketing and  Traditional Goods/ Services MarketingSports Marketing  • It is building a highly ...
Difference between Sports Marketing and Traditional Goods/ Services Marketing
Difference between Sports Marketing and   Traditional Goods/ Services MarketingTraditional Marketing  • Common marketing m...
Difference between Sports Marketing and Traditional Goods/ Services Marketing
Difference between Sports Marketing and      Traditional Goods/ Services Marketing Dimension       Goods/services    Sport...
Difference between Sports Marketing and       Traditional Goods/ Services Marketing Dimension       Goods/services        ...
Difference between Sports Marketing and       Traditional Goods/ Services Marketing Dimension      Goods/services      Spo...
Difference between Sports Marketing and      Traditional Goods/ Services MarketingDimension      Goods/services   Sports &...
Benefits of Sports Marketing• It impulses membership, sales  and recognition• Help to understand the customer  and the mar...
Benefits of Sports Marketing• Describes the marketing of  products that are not sport-related  through associations with s...
Sectors of Sports Marketing• Sports marketing is divided into  three sectors  • Advertising of Sport  • Use in of individu...
Sectors of Sports Marketing• Marketing Strategy • Marketing of Sports • Marketing Through Sports • Grassroots Sports Marke...
Sectors of Sports Marketing• Grassroots Sports Marketing • It is part of the field of marketing   known as social marketin...
The Marketing of Sports        Team and EventsDefinition:  • Marketing strategy which is designed    or developed a “live”...
The Marketing of Sports       Team and EventsEvents that exemplify this concept:  •Super Bowl  •Olympic Games  •UEFA Champ...
The Marketing of Sports       Team and EventsSports Marketing Agencies:  • Specialty firms that service the    promotional...
The Marketing of Sports       Team and EventsSport Marketing Professionals:  • Internal marketers that are    responsible ...
The Marketing of Sports        Team and EventsWays to market a professionalsports team:  •   Websites  •   Email Campaigns...
The Marketing of Sports       Team and EventsWays to market a professionalsports team:  7. Public speaking engagements for...
The Marketing of Sports      Team and EventsBRANDSTAND • A patented interactive street legal   towable vehicle that is use...
The Marketing of Sports      Team and EventsBRANDSTAND • For sports teams and events,   Brandstand gives teams the ability...
The Marketing of Sports       Team and EventsPremium Sponsorship andSignage Opportunity   ►With the use of Rapid Panel   S...
The Marketing of Sports       Team and EventsPremium Sponsorship andSignage Opportunity
The Marketing of Sports       Team and EventsFan Development and FanAssistance   ►Using touch screen   interfaces in every...
The Marketing of Sports       Team and EventsFan Development and FanAssistance
The Marketing of Sports       Team and EventsOff Premises Event Marketing   ►Can be easily towed with an   SUV to differen...
The Marketing of Sports       Team and EventsOff Premises Event Marketing
The Marketing of Sports        Team and EventsPortable Hospitability Solution   ►Designed to increase food   and beverage ...
The Marketing of Sports        Team and EventsPortable Hospitability Solution
The Marketing of Products        Through Sports• Concept that has been used since  1980s.• It is a marketing strategy that...
The Marketing of Products        Through Sports• In the first case, the use of marketing  is under responsibility of the d...
The Marketing of Products        Through SportsEndorsement • Marketing and promotion through the   sport and through the c...
The Marketing of Products      Through Sports“Sport is the only entertainment where, no matter how many tim es you go back...
The Marketing of Products       Through Sports• This singular fact is used by  marketing companies as an advanta  ge.• It ...
The Marketing of Products        Through Sports• Marketing of sports reflects different  than in other usual areas or comm...
The Marketing of Products         Through SportsExamples of marketing ofproducts through sport • Sponsorship of teams • TV...
Sports Sponsorship• It is a business relationship  between a provider of funds,  resources or services and  individual, ev...
Sports SponsorshipThe Role of Advanced Researchin Sponsorship Acquisition • Starts with the internal evaluation of   the s...
Sports SponsorshipConsumer Demographic   Psychographics
Sports SponsorshipGeographic     The success and failure                 of the organization
Sports SponsorshipGrowth and decline   Participation or    popularity        attendance
Sports SponsorshipCurrent and past   Relevant public    sponsor            relation
Sports SponsorshipMedia relation     Community
Sports SponsorshipTwo major stages in researchprocess:  1.   Prospecting for sponsor
Sports SponsorshipTwo major stages in researchprocess:  2.   Determining the needs of sponsorship
Sports SponsorshipDeveloping sponsorship proposal• Four main features that should be  considered as a framework for the  a...
Sports SponsorshipDeveloping sponsorship proposal• Four main features that should be  considered as a framework for the  a...
Sports SponsorshipExposure• Maximize exposure for the proposalTypes of Exposure• Media Coverage• Broadcasting
Sports SponsorshipSelling Sponsorship Opportunities• Five Stages  • Prospecting for customer  • Determining communication ...
Major Elements of Sports            MarketingSports Marketing uses marketingelements to meet the goals of asports property...
Major Elements of Sports           ManagementThe business of sports (or sportsmarketing) is made up of distinctsegments.
Sports Management
Sports Management
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Sports Management

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Sports Management

  1. 1. Sports ManagementCavite State University– Carmona Campus
  2. 2. OUTLINE• Definition• Difference between sports marketing and traditional goods and services marketing• Benefits of sports marketing• Sectors of sports marketing• The marketing of sports team and events• The marketing of products through sport• Sports sponsorship• Major elements of sports marketing
  3. 3. Rights Holders• It include entities such as; the International Olympic Committee, NFL, NCAA, Major League Baseball, National Basketball Association, United States Olympic Committee and others.
  4. 4. Broadcasters• Package and promote the events to a television audience and they count on advertisers to pay fees for commercial time when the broadcast is aired. Profit on these broadcasts is usually substantial, thus justifying the fees paid by the networks.
  5. 5. Facilities/Venues• required to stage the events and the host team or facility also needs to make a profit. This model is particularly evident in professional sports where the local team sells in stadium advertising and tickets and, on occasion, local broadcast rights, thus providing additional revenue to the host team or facility or owner.
  6. 6. Promoters• Frequently create their own events. Don King has been the consummate sports promoter by packaging professional boxing events in large venues and negotiating television rights and signing the athletes to fight for a large prize purse.
  7. 7. Buyers/Sponsors• Pay enormous amounts of money to advertise their messages on the air, in stadiums/venues, on radio and in hospitality at the various events. The Olympics and NASCAR have been particularly successful as corporate entertainment venues.
  8. 8. Agents/Athletes• Perform their artful craft in return for large salaries. Of course, these enormous salaries would not be possible if not for the tremendous amounts of money paid by the television networks.
  9. 9. Event Management/Operations• Finally, none of the events can be staged without facilities. Management and operations of the sports venues is a business in itself. The sale of tickets, licensed merchandise, food and beverage and other operational tasks, generate revenue and create a sense of excitement around the events.
  10. 10. Group 1: • Jaymee Loyola • Veronica Legacion • Grace Ruth Villas • Lady Lyn Giray • Joan Lozana • Maryel Mendoza • Erah Almajo • Rosie Gabis
  11. 11. Definition• Focuses both on the promotion of sports events and team as well the promotion of product and services.
  12. 12. Definition• Sport marketing takes advantage of the athletes tends to be brand loyal and the fans tends to loyal to their athletes and teams.
  13. 13. Definition• Sport marketing is simply any sales or publicity-related activity associated with an organized sporting event, its personality, or the celebrity lifestyle.
  14. 14. Definition• Sport marketing is a subdivision of marketing which focuses both on the promotion of sports events and teams as well as the promotion of other products and services through sporting events and sports teams.
  15. 15. Definition• The goal is to provide the client with strategies to promote the sport or to promote something other than sport through sports.
  16. 16. Definition• Sports Marketing Mix • Planning • Packaging • Positioning • Perception
  17. 17. Difference between Sports Marketing and Traditional Goods/ Services MarketingSports Marketing • It is building a highly identified, passionate fan base such that fans, sponsors, media and government pay to promote and support the organization for the benefits of social exchange and personal, group and community identity within a cooperative competitive environment.
  18. 18. Difference between Sports Marketing and Traditional Goods/ Services Marketing
  19. 19. Difference between Sports Marketing and Traditional Goods/ Services MarketingTraditional Marketing • Common marketing method. • Principles of Four Ps’ • Require a substantial time and budge to get the desired result. • Requires constant advertising for months and it also requires a high budget, depending on the type of media the marketer is using.
  20. 20. Difference between Sports Marketing and Traditional Goods/ Services Marketing
  21. 21. Difference between Sports Marketing and Traditional Goods/ Services Marketing Dimension Goods/services Sports & Entertainment1.Purchasers • Customers • Fanatics2. Adoption • Loyalty—repeat • Psychological ident purchasers of the ification with same brand (viz., individuals and lack of switching teams that goes behavior) beyond mere loyalty3. Promotion & • Owner pays • Fans, sponsors, Media media for and media pay to promotion promote team/event
  22. 22. Difference between Sports Marketing and Traditional Goods/ Services Marketing Dimension Goods/services Sports & Entertainment4.Distribution • Static; More site- • Mobile; more Channel limited flexible5.Product • Adapted • Global6. Price • Customer pays a • Two part: Fans given price for frequently pay for good/service the right to pay for ticket
  23. 23. Difference between Sports Marketing and Traditional Goods/ Services Marketing Dimension Goods/services Sports & Entertainment7. Facilities • Corporate owner • Government buys/builds own (taxpayer) typically facilities pays for facilities8.Competition • Individual • Cooperative branding in contractual competitive relationships as markets monopoly power & anti-trust exemption.
  24. 24. Difference between Sports Marketing and Traditional Goods/ Services MarketingDimension Goods/services Sports & Entertainment9. Exchange • Principally • Principally social economic exchange exchange10.Employees • Contractual • Contractual power power favors favors employees owners (players)
  25. 25. Benefits of Sports Marketing• It impulses membership, sales and recognition• Help to understand the customer and the marketplace• Help increase the company’s club’s or association performance
  26. 26. Benefits of Sports Marketing• Describes the marketing of products that are not sport-related through associations with sports• It refers to the marketing of sports leagues and teams• It can create fan loyalty for organizations that use it effectively
  27. 27. Sectors of Sports Marketing• Sports marketing is divided into three sectors • Advertising of Sport • Use in of individual athletes • Sports to the public
  28. 28. Sectors of Sports Marketing• Marketing Strategy • Marketing of Sports • Marketing Through Sports • Grassroots Sports Marketing
  29. 29. Sectors of Sports Marketing• Grassroots Sports Marketing • It is part of the field of marketing known as social marketing. • This refers to marketing something that is of benefit to the public, and is normally done by government or charities rather than private sector organizations.
  30. 30. The Marketing of Sports Team and EventsDefinition: • Marketing strategy which is designed or developed a “live” activity, which has specific theme. • Mostly, this kind of strategy is used as a way to promote, display, or exhibit different things, such as sports teams, a sport association, among others.
  31. 31. The Marketing of Sports Team and EventsEvents that exemplify this concept: •Super Bowl •Olympic Games •UEFA Champions League •FIFA World Cup
  32. 32. The Marketing of Sports Team and EventsSports Marketing Agencies: • Specialty firms that service the promotional and sponsorship needs of sporting events, teams and individual athletes.
  33. 33. The Marketing of Sports Team and EventsSport Marketing Professionals: • Internal marketers that are responsible for promoting the team or event for which they work. • Secure radio and newspaper spots to advertise upcoming games or device special offers and product giveaways to encourage attendance.
  34. 34. The Marketing of Sports Team and EventsWays to market a professionalsports team: • Websites • Email Campaigns for ticket • Video Interviews • Jersey or team merchandise giveaways
  35. 35. The Marketing of Sports Team and EventsWays to market a professionalsports team: 7. Public speaking engagements for star players 8. Community outreach 9. Selling merchandise
  36. 36. The Marketing of Sports Team and EventsBRANDSTAND • A patented interactive street legal towable vehicle that is used in industries including event marketing, experiential marketing, sports marketing, mobile marketing, and more.
  37. 37. The Marketing of Sports Team and EventsBRANDSTAND • For sports teams and events, Brandstand gives teams the ability to maximize revenue opportunities before, during and after games thru:
  38. 38. The Marketing of Sports Team and EventsPremium Sponsorship andSignage Opportunity ►With the use of Rapid Panel System, it makes initial configuration and branding effortless
  39. 39. The Marketing of Sports Team and EventsPremium Sponsorship andSignage Opportunity
  40. 40. The Marketing of Sports Team and EventsFan Development and FanAssistance ►Using touch screen interfaces in every kiosk for data collection.
  41. 41. The Marketing of Sports Team and EventsFan Development and FanAssistance
  42. 42. The Marketing of Sports Team and EventsOff Premises Event Marketing ►Can be easily towed with an SUV to different areas where teams engage fans.
  43. 43. The Marketing of Sports Team and EventsOff Premises Event Marketing
  44. 44. The Marketing of Sports Team and EventsPortable Hospitability Solution ►Designed to increase food and beverage sales at numerous sports functions.
  45. 45. The Marketing of Sports Team and EventsPortable Hospitability Solution
  46. 46. The Marketing of Products Through Sports• Concept that has been used since 1980s.• It is a marketing strategy that can be used in sports in two different ways.• The use of marketing and promotion can be carried out through the sport or through the sports club:
  47. 47. The Marketing of Products Through Sports• In the first case, the use of marketing is under responsibility of the different sporting associations.• In the second case, the responsibility falls on the different sports clubs.
  48. 48. The Marketing of Products Through SportsEndorsement • Marketing and promotion through the sport and through the club involve sponsorship, corporate events and b oxes, licensed merchandise, names and images.
  49. 49. The Marketing of Products Through Sports“Sport is the only entertainment where, no matter how many tim es you go back, you never kno w the ending.”
  50. 50. The Marketing of Products Through Sports• This singular fact is used by marketing companies as an advanta ge.• It will perceived the advertisements again and again.
  51. 51. The Marketing of Products Through Sports• Marketing of sports reflects different than in other usual areas or common industries• Operate on this field is a wide opportunities and diversities for the d ifferent companies.
  52. 52. The Marketing of Products Through SportsExamples of marketing ofproducts through sport • Sponsorship of teams • TV advertising during broadcast sports events
  53. 53. Sports Sponsorship• It is a business relationship between a provider of funds, resources or services and individual, event or organization which offer in return some rights and association that may be used for commercial advantages.
  54. 54. Sports SponsorshipThe Role of Advanced Researchin Sponsorship Acquisition • Starts with the internal evaluation of the strengths and weaknesses of the sport organization.
  55. 55. Sports SponsorshipConsumer Demographic Psychographics
  56. 56. Sports SponsorshipGeographic The success and failure of the organization
  57. 57. Sports SponsorshipGrowth and decline Participation or popularity attendance
  58. 58. Sports SponsorshipCurrent and past Relevant public sponsor relation
  59. 59. Sports SponsorshipMedia relation Community
  60. 60. Sports SponsorshipTwo major stages in researchprocess: 1. Prospecting for sponsor
  61. 61. Sports SponsorshipTwo major stages in researchprocess: 2. Determining the needs of sponsorship
  62. 62. Sports SponsorshipDeveloping sponsorship proposal• Four main features that should be considered as a framework for the agreement: 1. Goals and objectives 2. Characteristic of the sport organization
  63. 63. Sports SponsorshipDeveloping sponsorship proposal• Four main features that should be considered as a framework for the agreement: 3. Compatibility between the potential sponsor and the sport organization 4. Maximizing exposure for the potential sponsor
  64. 64. Sports SponsorshipExposure• Maximize exposure for the proposalTypes of Exposure• Media Coverage• Broadcasting
  65. 65. Sports SponsorshipSelling Sponsorship Opportunities• Five Stages • Prospecting for customer • Determining communication method • Making contract and pitch • Closing the Scale • Servicing after selling
  66. 66. Major Elements of Sports MarketingSports Marketing uses marketingelements to meet the goals of asports property: •Product Strategies •Service Strategies •Pricing Strategies •Promotion Strategies •Distribution Strategies
  67. 67. Major Elements of Sports ManagementThe business of sports (or sportsmarketing) is made up of distinctsegments.

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