S and E Marketing
Mr.Bovell
Unit 2-1
History of Sports and Entertainment Marketing
Sports and EntertainmentConsumersDiscretionary IncomeSports and Entertainment used to beLabor unions fought Public transportationThomas Edison invented the Kinetoscope which isOther inventorsFurther inventions such asIn 1927Canadian-born actressBabe RuthSports and Entertainment becameFurther advances in technology meant thatWilliam “Bill” VeeckAdolf ZukorAt Lakers and Knicks games you will seeIn People magazine you will seeSports figures use their image toSports in general have spawned-
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S and E Marketing
Mr.Bovell
Chapter 2-2
Similarities in Marketing
Changes in MarketingMarketing SimilaritiesProductEndorsementCore ProductAncillary ProductPlacePricePricing problemsPiracyRoyaltyPromotionProduct tie-inCross promotionConvergenceSynergyRiskRisk Management-
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S and E Marketing
Mr.Bovell
Section 2-3
Differences in Marketing
The difference between Sports and Entertainment can be found in three areas:
1. Consumer Loyalty
2. Product
3. revenue Stream
Customer loyalty occurs when consumers are happy with a company’s product and
become repeat customers.
 Fans usually support one or two teams.
 In contrast, the entertainment consumer is not motivated by brand or team loyalty,
but by a desire for satisfying entertainment.
 Entertainment marketers target each product to a well-defined consumer group.
 Production companies offer a variety of products targeting a variety or
consumers. Unlike fans who follow only one sports team, film and music fans
will usually see films made by several production firms.
 Another big difference between sports product and entertainment product is the
consistency or stability of the sports product and the variability, or changeability
of the entertainment product.
 Both sports and Entertainment have their own type of revenue streams.
Entertainment products can be develop into merchandise, used for promotion, and
create profit through sales of ancillary products, licensing, and royalties. A movie
can turn into a dvd, toy, game, book, and clothing.
 A single NFL game probably does not have the same economic impact as a
Rolling Stones concert.
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