Chapter 8
Sports Promotion and Advertising
Event Marketing


Sanctioned league events are presented by sports franchises.
o Licensing, sponsorships, and special promotions are governed by league
policies
Internationally, various organizations govern worldwide sports.
o Promotions are organized by a committee
Promotions function in sports to generate sales, attract a targeted audience, and
create a positive image.
Promotional Mix-
Functions of Promotion in Sports
1.
2.
3.
Three ways to determine a promotional budget
1.
2.
3.
Advertising-
Two types of advertising1. Promotional Advertising-
2. Institutional Advertising-
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The 4 types of Advertising Media
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
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Print
o Newspapers, magazines, direct mail, outdoor advertising, station posters,
stadium signage
Broadcast
o Radio and television
Direct marketing
o Many media used to communicate directly with consumers
Online advertising
o Banner advertising, company Web sites, online promotions
Types of Media: Print
Newspapers
Local; targets customers in home town
Magazines
Regional or national; large specific audience
Direct Mail
Personalized message; may be considered “junk mail”
Outdoor
Advertising
Geographically selected audience; short message
Station Posters
Geographically selected audience; short message;
aimed at travelers
Stadium Signage
Seen by people at an event and television viewers;
often used by sponsors
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2
Sales Promotion is-
Types of Sales Promotions

Coupons

Rebates

Samples

Premiums

Contests

Sweepstakes
Advertising and Promotional Advantage
Companies, teams, and individual athletes have the ability to target their markets and fans
with a great variety of medial and promotional tools.
Publicity-
Public relations-
Press Release-
Personal Selling-
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Two types of Personal selling1.
2.
Two ways to prepare for the sales process1. Prospecting- involves looking for potential customers or leads.
2. Pre-Approach- involves learning about the products and the potential customers is the
basis of this approach. A sports agent would go over with potential clients their physical
attributes before going to bat for them.
The 7 steps of Professional Selling are
1.
2.
3.
4.
5.
6.
7.
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