10/27/2014
What is SEM?
Lesson 2.2
LESSON 2.2
The Fusion of Marketing
with Sports & Entertainment
Sports Marketing is the act of using
sports as a platform to market products
or services and increase sales or the
process the of marketing and selling the
sports property itself
Copyright © 2011 by Sports Career Consulting, LLC
Copyright © 2011 by Sports Career Consulting, LLC
What is SEM?
What is SEM?
LESSON 2.2
LESSON 2.2
Fundamental Concept of SEM:
Marketing through Sports & Entertainment
Companies use sports and entertainment as
a vehicle to gain exposure for their products
Marketing through Sports & Entertainment
Kia Motors sponsoring the World Cup
vs.
VitaminWater affiliating its product
with celebrities like Steve Nash,
Carrie Underwood, Jennifer Aniston,
David Ortiz and 50 Cent
Marketing of Sports & Entertainment
HP serving as presenting sponsor of
the Sundance Film Festival
Copyright © 2011 by Sports Career Consulting, LLC
Copyright © 2011 by Sports Career Consulting, LLC
What is SEM?
What is SEM?
LESSON 2.2
LESSON 2.2
Marketing through Sports & Entertainment
A CEO entertaining potential customers at a PGA
Golf Event in the hospitality area as a sales tool
Marketing through
Sports & Entertainment
Product placement is a tactic
companies use to place their products
within a particular form of
entertainment to gain visibility or
exposure
Copyright © 2011 by Sports Career Consulting, LLC
Copyright © 2011 by Sports Career Consulting, LLC
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10/27/2014
What is SEM?
What is SEM?
LESSON 2.2
LESSON 2.2
Marketing through
Marketing of Sports & Entertainment
Sports & Entertainment
Marketing of Sports & Entertainment involves
the promotion and sales of the sports and
entertainment products themselves
Audi being prominently
featured in the new “Iron
Man 2” movie
The Potomac Nationals baseball club
selling special “Holiday” ticket packages
Branding the 2011 WNBA season with
the slogan “Expect Great” in celebration
of the league’s 15th year in existence
Judges on the hit show
American Idol drinking Coke
products during episodes
Paramount Pictures spending over $120
million in marketing and promotion for
the 2011 film ‘The Green Lantern’
Copyright © 2011 by Sports Career Consulting, LLC
Copyright © 2011 by Sports Career Consulting, LLC
What is SEM?
What is SEM?
LESSON 2.2
LESSON 2.2
Discussion Topic
Marketing of Sports & Entertainment
Marketing of Sports & Entertainment involves
the promotion and sales of the sports and
entertainment products themselves
Nike advertising the launch of a new
sneaker or shoe line
Let’s say Adidas invests in a luxury
suite at the Staples Center in Los Angeles.
Is this an example of the marketing of
sports or an example of marketing through
sports?
Astro Turf selling and installing a
synthetic grass football field to a college
Artist Jay Sean attending the "Jersey
Shore" soundtrack album release party
in New York City
Copyright © 2011 by Sports Career Consulting, LLC
Copyright © 2011 by Sports Career Consulting, LLC
What is SEM?
What is SEM?
LESSON 2.2
LESSON 2.2
Discussion Topic
The Adidas investment in a luxury suite
at the Staples Center arena provides an
example of BOTH marketing of sports
and marketing through sports
Copyright © 2011 by Sports Career Consulting, LLC
Discussion Topic
Marketing of Sports:
The marketing OF sports occurs as the
Staples Center marketing staff actively
engages in the activity of selling suites to
corporations, thereby marketing their
products
Copyright © 2011 by Sports Career Consulting, LLC
2
10/27/2014
What is SEM?
LESSON 2.2
Discussion Topic
Product Placement = Marketing Through
Marketing through Sports:
Occurs as Adidas uses the suite for events
(NBA’s Lakers or Clippers basketball games,
Disney on Ice, Rolling Stones Concert, Barnum
& Bailey Circus, Harlem Globetrotters, NHL’s
Kings, WNBA’s Sparks etc.) to entertain
customers, prospective customers and
employees
Copyright © 2011 by Sports Career Consulting, LLC
What is SEM?
Actual events, teams or
movies = Marketing Of
LESSON 2.2
Sports Management vs. Sports Marketing
Sports management is the study
and practice of all people, activities,
businesses or organizations involved
in producing, facilitating, promoting
or organizing any sport-related
business or product
Copyright © 2011 by Sports Career Consulting, LLC
What is SEM?
What is SEM?
LESSON 2.2
LESSON 2.2
Sport management areas of
study might include:
Examples of Sports Marketing
 Tostitos sponsoring the Fiesta Bowl
 A MLS team offering payment plan options for
season ticket buyers
 Sport law
 Facility management
 Human resources
 The Pac-12 athletic conference agreeing to a $2.7
billion television contract in 2011 with ESPN and Fox
(the most valuable rights deal for any conference in all
of college sports)
 Sport governance
 Leadership
Copyright © 2011 by Sports Career Consulting, LLC
Copyright © 2011 by Sports Career Consulting, LLC
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10/27/2014
What is SEM?
What is SEM?
LESSON 2.2
LESSON 2.2
Examples of Sports Marketing
Examples of Sports Marketing
 A corporation’s purchase of a courtside tickets in a
NBA Arena
 A sign or banner displaying a company’s logo at a
hockey rink
 Coca-Cola paying for “pour rights” at an event or
facility
 A local restaurant sponsoring the local high school
soccer team
 The Goodyear Blimp flying over sporting events
 Fans receiving free bobble
head dolls at a baseball game
Copyright © 2011 by Sports Career Consulting, LLC
Copyright © 2011 by Sports Career Consulting, LLC
What is SEM?
What is SEM?
LESSON 2.2
LESSON 2.2
Examples of Sports Marketing
Examples of Sports Marketing
 Nike partnering with Apple to launch new technology
for runners
 Foot Locker stores offering special sales or coupons
to help increase sales
Copyright © 2011 by Sports Career Consulting, LLC
 Former NBA star Charles Barkley
hosting Saturday Night Live
Copyright © 2011 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.2
Entertainment Marketing is the process of
developing, promoting, and distributing
products, or goods and services, to satisfy
customer’s needs and wants through
entertainment, or any diversion, amusement,
or method of occupying time
Copyright © 2011 by Sports Career Consulting, LLC
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