Lesson Plan
Course Title: Sports and Entertainment Marketing
Session Title: Sports Marketing
Performance Objective:
After completing this lesson, the student will define sports marketing and explain the value of
sports marketing to the economy.
Specific Objectives:
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The student will define demographics.
The student will explain how new sports provide markets for new products.
The students will define gross impression.
The student will explain the importance of timing for sports marketing.
The student will explain the financial and emotional value of sports.
The student will give examples of high profile sporting events that generate strong
promotion revenues for broadcasters.
TERMS
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•
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Demographics-common characteristics of a group, such as age range, marital status,
gender, ethnic background, income level, and education level
Sports marketing-using sports to market products
Gross impression-the number of times per advertisement, game, or show that a product
or service is associated with an athlete, team, or entertainer
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Preparation
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations to the
activities may result in the elimination of any or all of the TEKS listed.
130.346 (c)(2)(D)
…express the importance of target markets…
130.346 (c)(2)(E)
…describe the advantages and disadvantages of market segmentation and mass marketing…
130.346 (c)(15)(A)
…explore how the use of demographics has influenced the industry…
130.346 (c)(14)(B)
…distinguish among sports and entertainment marketing terms…
130.346 (c)(21)(A)
…describe activities to market a sports property…
130.346(c)(21)(C)
…understand why teams use marketing
Interdisciplinary Correlations:
English:
110.31 (b)(21)(B)
… organize information gathered from multiple sources to create a variety of graphics and forms
(e.g., notes, learning logs)…
110.31 (b)(22)(B)
…evaluate the relevance of information to the topic and determine the reliability, validity, and
accuracy of sources (including Internet sources) by examining their authority and objectivity…
110.31 (b)(23)(C)
… uses graphics and illustrations to help explain concepts where appropriate
110.31 (b)(23)(D)
… uses a variety of evaluative tools (e.g., self-made rubrics, peer reviews, teacher and expert
evaluations) to examine the quality of the research…
Teacher Preparation:
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Teacher will review the terms in the outline, power point and handouts to become familiar with
lesson.
Teacher should locate and evaluate various resources and websites before the lesson.
Teacher will have assignments and website information ready to distribute to students.
References:
Google Sports and Entertainment Marketing Concepts
Disney, Universal Studio, MGM, Major University Athletic Department Websites
Utilize search engine for information about marketing sports and entertainment events
Instructional Aids:
1. Display for PowerPoint, websites for assignments and class discussion
2. Sports and Entertainment Marketing, 3rd edition, Kaser & Oelkers, South-Western
Cengage Learning: Sports and Entertainment Management, Kaser & Brooks, SouthWestern Cengage Learning.
3. Sports Illustrated
4. USA Today
5. Hulu Videos: America’s Got Talent, Undercover Boss
Materials Needed:
1. Printer paper
2. Assignments and website information ready to distribute to students.
(College Football Assignment and Marketing for the Generations Assignment) Direction
Sheet
2. Sports and Entertainment magazines
3. Internet access to Hulu videos
Student projects will be displayed to increase interest in Sports and Entertainment
Marketing.
Equipment Needed:
1. Computer with PowerPoint and Internet Access
2. Projector to Show Internet Sites, Undercover Boss Episodes, and America’s Got Talent
Episodes
3. Computers for Students to Conduct Research and Collect Data for Projects
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Learner Preparation:
Ask students to describe themselves by age, marital status, gender, ethnic background,
income level, and education level. Then, explain how all of these factors are used to
describe demographics. Ask students to explain why politicians should be interested in the
demographics of the district they hope to represent. Then, explain how knowing the
demographics give an individual a better understanding of a selected population’s needs
and wants.
Introduction
Introduction (LSI Quadrant I):
SHOW: Pictures of a wide array of different sporting events to students.
ASK: Ask students to describe the different audiences that attend the events
SAY: Explain how sporting events pay close attention to the demographics of their audiences.
The demographics will help explain how much consumers are willing to spend on the sporting
events.
ASK: Ask students to explain how much they are willing to pay for their favorite sporting event.
Then, explain how consumer demand and the cost of production have raised the prices of
college and professional sporting events. A ticket to a college bowl game can easily cost $80 or
more and a ticket to the Super Bowl will probably start at $400.
SAY: Explain how advertising helps to pay for the cost of radio and television broadcasts. Then
define “gross impression.” Show students part of a recorded sporting event and ask them to
watch for gross impressions.
ASK: Ask students if they know someone who is emotionally tied to a particular team. Ask
students to describe what that person does to show their loyalty to a particular team.
SAY: People have emotional ties to their favorite high school, college, and professional teams.
People like to associate themselves with successful teams that have a reputation for winning.
Outline
Outline (LSI Quadrant II):
Instructors can use the PowerPoint presentation, slides, handouts, and note pages in
conjunction with the following outline.
MI
Outline
I. Why Sports Marketing?
Notes to Instructor
Use PowerPoint and
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A. Sports Marketing--Using Sports to Sell/Market
Products
B. Demographics—common characteristics of a
group
1. age
2. marital status
3. income
4. gender
5. education
6. ethnic background
current events as aids.
Ask students why
college education is a
consideration of
demographics. Then,
explain how more
education usually
means higher income
and more discretionary
income to spend on
sporting events.
Ask students to give
examples of popular
athletes who advertise
products. Why do they
think those athletes
were chosen to
represent the different
products? Explain the
purpose of product
endorsement and the
importance of
selecting individuals
who do not have
questionable
reputations.
II. New Sports Mean New Opportunities
A. Continual Innovation Provides New
Opportunities
1. extreme sports
2. arena football
B. Distribution
1. television and radio
2. computer
3. cell phone
C. New Sports=New Products
1. more cable networks have broadcasting
opportunities
2. numerous games shown each football
Saturday on television
III. Marketing Products Associated with Sports
A. Gross Impression—the number of times per
advertisement, game, or show that a product or
Use PowerPoint as
aid.
Tell the students that
television used to have
three major networks.
Now cable and
satellite offer hundreds
of channels giving
more exposure to
sporting events.
Individuals are also
using computers and
cell phones to keep up
with their favorite
teams.
Use PowerPoint as aid
Ask students to watch
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service is associated with an athlete, team, or
entertainer
1. college and professional teams have product
logos on their uniforms
2. televised events provide exposure to the
brand preference for different teams and
athletes
B. Timing
1. fans want products and services that identify
them with winning teams and athletes
2. marketing efforts may need to be tweaked
based on changes in winning trends
3. success means more competition that must
be monitored
a college or
professional game on
television. Which
brand is the sponsor
for the team? Explain
how sporting brands
gain a lot of exposure
when events are
televised.
IV. Value of Sports Marketing
A. Multi-Billion-Dollar Business
1. global industry
2. major impact on the economy
Use PowerPoint as aid
VI. Emotional Value of Sports Marketing
A. Emotional Connections to Teams
1. motivate fans to buy tickets to games
2. causes fans to celebrate the joy of victory
by spending money
3. causes fans to wear strange costumes for
the game
Use PowerPoint and
current events as aids
Sports enthusiasts are
willing to pay top
dollars to see the
events and to
purchase merchandise
associated with their
favorite teams. Other
industries that benefit
from sporting events
include hotels,
restaurants, bars,
service stations, and
grocery stores.
Many sports
enthusiasts are
emotionally tied to
their teams. Winning
results in more
merchandise
purchases.
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VII. So Many Channels of Distribution
A. Television Networks (cable and satellite
systems)
B. Computer
C. Cell Phone
D. Big Sports Productions
1. BCS (Bowl Championship Series)
2. Super Bowl
3. March Madness
Verbal
Linguistic
Logical
Mathematical
Visual
Spatial
Musical
Rhythmic
Bodily
Kinesthetic
Intrapersonal
Use PowerPoint as aid
On any fall Saturday,
individuals can spend
the entire day
watching college
football on the
numerous television
channels.
Interpersonal
Naturalist
Existentialist
Application
Guided Practice (LSI Quadrant III):
Teacher will break the class into groups and ask students to conduct research using the Internet
to determine revenue for the latest Super Bowl, College World Series, Final Four, Indianapolis
500, etc. Each group will report their financial information to the class. Then the class will
discuss what it would cost an individual or family to attend the events.
Independent Practice (LSI Quadrant III):
Divide the class into small groups and ask each group to conduct research to determine the
most loyal fans for college sports. Students must tell the class about the fan loyalty for their
selected school and explain how the loyalty will impact sales of related merchandise. Each
group must also describe merchandise that is popular for their selected fans. Each group will
report their findings to the class.
Teachers will navigate the classroom to ask groups questions about their presentations and
strategies for the assigned projects.
Students will look up the Top Ten college teams for football, basketball, or baseball. Then
students must determine which athletic brand is the sponsor for each school in the top ten.
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Teachers will explain the importance of corporate sponsors for college athletics. When a school
selects an athletic gear company as a sponsor, all athletes for that school are required to wear
that company’s brand. The company gains exposure when the team plays on television.
Summary
Review (LSI Quadrants I and IV):
Question: Why is sports marketing so popular?
Question: What is a gross impression?
Question: Why do colleges have their logo, name, and mascot licensed?
Question: Why should sporting good businesses pay attention to the emotional ties that fans
have to their favorite teams?
Evaluation
Informal Assessment (LSI Quadrant III):
Instructor should observe the work ethic of individuals involved in the group projects. Instructor
should move around the classroom to make sure that students are participating in the
independent group project. All students are required to complete the Top Ten project involving
college teams and their corporate sponsors for athletic gear. Student teams are required to
complete the Formal Assessment assignment. This assignment will be evaluated using the
assigned rubric.
Formal Assessment (LSI Quadrant III, IV):
Students will be evaluated on their “College Football Assignment” by using the assigned rubric.
Extension
Extension/Enrichment (LSI Quadrant IV):
Bingo to Review Important Sports and Entertainment Marketing Terms
1. BINGO Assignment
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Give students a blank BINGO card with a FREE spot in the middle.
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•
•
•
Give students 24 “sports and entertainment marketing” terms and current event
topics from lessons 1 and 2 to put randomly in the squares of the BINGO card.
Then randomly call out the definitions of the 24 words on the BINGO card.
When a student calls “BINGO,” they must tell the teacher the terms to verify they
have selected the correct words for the definitions given.
Sports and Entertainment Marketing for the Generations
1.
2.
3.
4.
5.
Research the Babyboomers, Generation X, Generation Y, and Mature Generation.
Print a sheet of solid information for each group and highlight the main points.
Divide a large piece of construction paper into four equal quadrants. Cut out pictures
of people that represent each of the four groups mentioned in #1 and glue the
pictures in the four titled quadrants. Each quadrant should have a picture of a male
and female.
Make a bulleted list (at least 20 items) of descriptors for each of the target markets.
Type two or three paragraphs describing at least five goods/services that each age
group will require.
Prepare a PowerPoint that summarizes the four target markets. Your PowerPoint
should use information from 1-4. You should have at least 12 slides. Print three
slides per sheet.
This assignment will be evaluated using the assigned rubrics.
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Sports and Entertainment Marketing
College Football Assignment Student Directions
Group Assignment (2 Students per Group)
Formal Assessment (LSI Quadrant III, IV):
Choose your favorite college team and answer the following questions.
1. What college did you select?
2. What city is the location for your university?
3. List ten points of interest about the city (location of your university).
4. How many students are enrolled at your university?
5. What is the cost of tuition for one credit at this university?
6. What is the mascot for your university?
7. How many people does the football stadium hold at your university?
8. What is the official athletic gear company for your selected university?
9. List the 2011 football schedule (dates and opponents)
Date
Opponent
Home/Away Game
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Sports and Entertainment Marketing
College Football Assignment
Part 1: Answer the questions about your selected college team.
Part 2: Design a professional poster that advertised your college team’s football schedule.
Design your poster on a large sheet of construction paper. You can cut pictures from the
magazine and get pictures from the Internet. You should show pictures of your team’s campus
and stadium, fans, mascot, etc. The poster should include dates and opponents. The poster
should have space where fans can record the scores of games.
Part 3: Prepare a PowerPoint presentation about your university, the campus, enrollment,
football team, football Saturdays, mascot, etc. Your PROFESSIONAL PowerPoint should
include informative text and professional pictures. The PowerPoint will be graded for content
and professional appearance.
Part 4: Prepare a one-page report that tells about your selected university. The report should
include location of the school, demographics for the school, enrollment, football tradition, fan
participation, and other important details. Your report must be typed and spell checked. Make
sure to not start every sentence with the same word. Good sentence structure and grammar
are important for this part of the project.
Part 4: Prepare a three-fold brochure to send to high school seniors to encourage them to
attend your university. You must emphasize things that are important to parents like the
academic status of the university, enrollment, majors offered, location of the university, cost of
the education, and campus activities.
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Sports and Entertainment Marketing
College Football Assignment Rubric
Part
1
Comments
Available Points
20
2
20
3
20
4
20
5
20
Total Points Earned
100
Copyright © Texas Education Agency 2011. All rights reserved.
Points Earned
12
Extension/Enrichment (LSI Quadrant IV)
Sports and Entertainment Marketing
Marketing for the Generations
Project Parts
Research of the
Generations
Comments
Available Points
20
Poster with Pictures
and Bulleted Items
20
Bulleted List (20
items for each
group)
20
Two or three
paragraphs
describing sporting
event and related
merchandise for
each target market
20
PowerPoint
Presentation
Print Out as
Handout with 3
Slides per Sheet
20
Total Points
100
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Points Earned
13