Lesson 2.3
Sports ARE Entertainment
Copyright
© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.3
Sports ARE Entertainment!
Sports are a form of
entertainment
Entertainment may
be presented in the
form of sports
 Watching a Broadway
show
 Listening to music on an
mp3 player
 Watching a movie
 Watching a football game
 Playing a game of soccer
Copyright
© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.3
Technology’s Impact on SEM
Sports ARE Entertainment
“I believe sports is entertainment. I know there’s athletic
excellence. But when I watch a game-let’s say I’m
watching Charles (Barkley’s) show on (TNT)-it’s not just
for the athletic excellence. Every piece of information is
available in that telecast: scores, highlights, standings,
analysis-0-right? I watch it because it’s entertaining. It’s
about being entertained. It’s about being consumed.
You’re a consumer, and you’re consumed by the
entertainment, you’re engaged by the entertainment.”
- PETER GUBER
Copyright
© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.3
Technology’s Impact on SEM
Sports ARE Entertainment
ESPN broadcasts a number of events such as the
national spelling bee and a hot dog eating contest.
Because ESPN is the broadcaster, would you
define those events as sports or entertainment?
Copyright
© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.3
Differentiating Between
Sports & Entertainment
Unscripted:
Sports are
“unscripted”
Copyright
Consumers of sports do
not know the outcome of
the event in which they
are participating
© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.3
Differentiating Between
Sports & Entertainment
Sports entertainment
relies heavily on
emotion
Copyright
Consumers of sports
products have an
emotional investment
or interest in the
outcome of the event
(winning vs. losing,
close games vs.
“blow outs”)
© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.3
Differentiating Between
Sports & Entertainment
Customer Loyalty:
Sports expose
differences
in customer loyalty
Copyright
A customer decision to
become a repeat
consumer of a particular
product or brand
© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.3
Integrating Sports with Entertainment
Super Bowl Half-Time Shows
Major League Baseball / HBO’s
‘Game of Thrones’
ESPN’s ESPY Awards
Gorillaz new album / Converse
Pacers / Indy 500 promo
Copyright
Cross Promotion:
The convergence of
two entertainment
properties working
together to market
products or services
© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.3
Integrating Sports with Entertainment
Cross promotion can be an effective sales
and branding tool for all parties involved
In 2014, ESPN also collaborated in cross promotional
campaigns with the History channel to promote two hit
shows, “American Pickers” and “Vikings” (the cross
promo helped ESPN build awareness when they rolled
out a brand new SportsCenter set)
Copyright
© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.3
Integrating Sports with Entertainment
Cross promotion can be an effective sales
and branding tool for all parties involved
Variety.com reports that a significant factor in
ESPN’s successful launch of its Chicago-based
website on all things Windy City was cross
promotion, suggesting the cable company used
“plenty of cross-promotion as a way to attract
listeners to the site”
Copyright
© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.3
Integrating Sports with Entertainment
It took just six months for ESPNChicago to become the
city’s top sports site, attracting about 590,000 unique
visitors in the month of June alone while the city’s
historic newspaper company’s (Chicago Tribune) online
sports section drew just 455,000 unique visitors
Copyright
© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.3
Integrating Sports with Entertainment
20th Century Fox engaged in several cross promotional
efforts, including a tie-in with TNT and the NBA playoffs and
an advertising campaign with Farmers insurance, to promote
the release of the film "X-Men: First Class”, yet the film was
largely underwhelming at the box office, yielding around
$36 million less in its opening weekend than 3 of the other 4
installments of the film’s franchise (the third film, “X-Men”,
did just as poorly)
Copyright
© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.3
Integrating Sports with Entertainment
A badly botched a Spider-Man 2 promotion in which MLB
had planned to feature the Spider-Man logo on each base
during the All-Star Game provides a cautionary tale to
marketers considering cross promotional strategies.
The league received such opposition from fans and
baseball purists that the promo was eventually pulled.
+
=
Copyright
© 2014 by Sports Career Consulting, LLC
LESSON 2.3 REVIEW (ANSWERS)
What is SEM?
1) Compare and contrast sports marketing
and entertainment marketing
Sports are entertainment but several key
differences separate the two: sports are
unscripted, sports customers are extremely
loyal and an emotional attachment is very
prevalent in sports
Copyright
© 2014 by Sports Career Consulting, LLC
What is SEM?
LESSON 2.3
Blank Slide Available
for Teacher Edits
Copyright
© 2014 by Sports Career Consulting, LLC