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Sports ManagementCavite State University– Carmona Campus
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
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.
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.
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.
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.
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.
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.
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.
Group 1: • Jaymee Loyola • Veronica Legacion • Grace Ruth Villas • Lady Lyn Giray • Joan Lozana • Maryel Mendoza • Erah Almajo • Rosie Gabis
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 their athletes and teams.
Definition• Sport marketing is simply any sales or publicity-related activity associated with an organized sporting event, its personality, or the celebrity lifestyle.
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.
Definition• The goal is to provide the client with strategies to promote the sport or to promote something other than sport through sports.
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.
Difference between Sports Marketing and Traditional Goods/ Services Marketing
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.
Difference between Sports Marketing and Traditional Goods/ Services Marketing
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
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
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.
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)
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
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
Sectors of Sports Marketing• Sports marketing is divided into three sectors • Advertising of Sport • Use in of individual athletes • Sports to the public
Sectors of Sports Marketing• Marketing Strategy • Marketing of Sports • Marketing Through Sports • Grassroots Sports Marketing
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.
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.
The Marketing of Sports Team and EventsEvents that exemplify this concept: •Super Bowl •Olympic Games •UEFA Champions League •FIFA World Cup
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.
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.
The Marketing of Sports Team and EventsWays to market a professionalsports team: • Websites • Email Campaigns for ticket • Video Interviews • Jersey or team merchandise giveaways
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
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.
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:
The Marketing of Sports Team and EventsPremium Sponsorship andSignage Opportunity ►With the use of Rapid Panel System, it makes initial configuration and branding effortless
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 kiosk for data collection.
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 different areas where teams engage fans.
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 sales at numerous sports functions.
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 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:
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.
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.
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.”
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.
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.
The Marketing of Products Through SportsExamples of marketing ofproducts through sport • Sponsorship of teams • TV advertising during broadcast sports events
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.
Sports SponsorshipThe Role of Advanced Researchin Sponsorship Acquisition • Starts with the internal evaluation of the strengths and weaknesses of the sport organization.
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 agreement: 1. Goals and objectives 2. Characteristic of the sport organization
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
Sports SponsorshipExposure• Maximize exposure for the proposalTypes of Exposure• Media Coverage• Broadcasting
Sports SponsorshipSelling Sponsorship Opportunities• Five Stages • Prospecting for customer • Determining communication method • Making contract and pitch • Closing the Scale • Servicing after selling
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
Major Elements of Sports ManagementThe business of sports (or sportsmarketing) is made up of distinctsegments.