THREE SECTORS
http://www.youtube.com/watch?v=2p_AqnG8kNs
ADVERTISING
SPORTS
EVENTS
PROMOTION/
SPONSORSHIP
ADVERTISE
SPORTS
PARTICIPATION
ADVERTISING SPORTS
SPECTATOR SPORTS
Think of an example for each kind of event:
LOCAL
REGIONAL
NATIONAL
INTERNATIONAL
GLOBAL
World Series
PROMOTES:
EVENT
TEAMS
SPORT
PLAYERS
 2011 World Series Commercial
 Phillies Advertisement
 Players - Jeter
PROMOTION
 PROMOTION: When events, teams,
individual athletes promote products
 “Marketing Through Sports”
 Examples?
MARKETING THROUGH SPORTS
 Sponsorship Strategies
 Traditional

P& G and Olympics
 Venue Naming Rights


Coors Beer & Coors Field (Denver)
Citizens Bank Park
 Licensing

See NASCAR
 Endorsements


Tag Heuer Watches
Tiger Woods
SPORTS MARKETING
Price
Perception
Planning
Packaging
Promotion
THE
8
Ps
Place
Positioning
Product
SPORTS PROMOTION
 “GRASSROOTS” SPORTS MARKETING
 Increases participation & interest in sports
 Influences other forms of Sport’s Marketing
 Growth of soccer in USA started with kids playing
TARGET MARKET
 Defined in the same way as other products and
services EXCEPT:
 Athletes and fans are “brand” loyal
 Fans often “idolize” players/teams so will willingly
attend games & wear apparel
 Geography and Psychographics are easy to identify
SPORTS INDUSTRY GROWTH
 Attendance Growth
 $135-350 Billion per Year
 Nearly Every Sport and League +
 Media Coverage and Growth
 Main Stream and Alternative Sports Coverage
 Coverage Growing with Demand
 Employment Growth
 4.5 – 6 Million new Jobs from 1999-2001
 Global Markets
 Expansion of Leagues & Marketing outside of U.S.
 Availability of News Media and Sports Reporting
Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports