Sports Marketing 101
What is Sports Marketing?
Sports Marketing includes:
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Sports Entities (leagues, teams, fans etc.)
Brands (even not sports-related)
Marketing Program:
1.
2.
3.
4.
5.
Audience (fans, players, merch consumers, etc.)
Setting Objectives (measurable, quantifiable, attainable)
Targeting Segments (choosing the right audience and right communication)
Measuring Success
Repeat or Adjust
5 P’s in Sports Marketing:
1. Product
a. Type (appearance, size, scope, extensions)
b. Logistics (how is it going to be produced, transported, displayed, merchandized)
2. Promotion
a. Audience (age & sex)
b. Segment (specific characteristics)
c. Acquiring or Retaining Customers
3. Place
a. Where to sell? (Venue, store, webstore, etc.)
b. Geography (local, regional, international, etc.)
4. Price
a. Range (high, middle, low)
b. Competitive Analysis
c. Payment Way
d. Deals
Module 1. Product vs Service
Product – tangible and invariable
Service characteristics:
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Intangibility
Inseparability (you cannot separate product from process of using it)
Variability (doesn’t stay the same)
In case of sport marketing, it has both the attributes of product and service marketing.