School District of New London
Sports and Entertainment Marketing Standards
Grades 9-12
58 Benchmarks
Standard 1: Discovers the world of sports marketing and the use of marketing to promote
sports and non-sports businesses in sports.
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Defines sports marketing, marketing, exchange, producer, consumer
Describes the 4 p’s of sports marketing
Explains the marketing functions and activities related to each.
Standard 2: Understands the concept of sponsorship and the importance in the sports and
entertainment industry
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Defines Sponsorship
Understands the growth of sponsorship
Understands why companies sponsor
Understands what to sponsor
Strategies in pricing sponsorships
Understands leveraging sponsorships
Understands ambush marketing
Understands how to measure sponsorship results
Understands why sponsorship results fail
Sponsorship sales
Standard 3: Students will discover the processes used in developing a sports marketing
plan for a team or event.
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Explains how marketers determine direction and focus for a marketing plan
Lists and describes the components of a marketing plan
Standard 4: Students will understand the importance of athletes and entertainers public
images and avenues for image enhancement
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Discusses the importance of positive public relations for sports/entertainment
Explains how public relations firms assist in creating favorable images
Evaluates how athletes can affect public perceptions
Understands the advantages of fan clubs to both fans and athletes
Discusses the importance of marketing research before undertaking a
licensing agreement
Explains how a sports figure can be successful in the lecture circuit
Describes the steps in the creation of a popular sports book
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School District of New London
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Describes the importance of charities and tournaments to the successful
images of athletes and teams
BE.SPORT.4.9 Explains why athletes become involved with or create their own foundations
BE.SPORT.4.10 Explains why sports celebrity camps have become increasingly popular
BE.SPORT.4.11 Explains the importance of corporate and business contacts in the area where a
sports camp will be held.
Standard 5: Students will discover the importance and elements used in developing a
promotion mix to market sports businesses.
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Identifies components of the promotional mix: advertising, personal selling,
sales promotion, public relations, publicity, endorsements, and sponsorship
Recognizes and discusses media types, advantages, and limitations
 internet
 newspapers
 television
 direct mail
 radio
 magazines
 outdoors
 other
Develops a promotional plan for an event or sports property
Understands the promotional value of involvement in seasonal themed events
Explains the promotional value of entertainment awards
Standard 6: Understands the steps and strategies involved in the sales process related to
sports and entertainment marketing
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Lists the steps involved in the sales process
Discusses the management skills and knowledge necessary for successful
salespeople
Explains the difference between ticket brokers and ticket scalpers
Describes the ticket economy and strategies for getting highly sought tickets
Understands ticket goals and pricing
Understands ticket sales strategies
Standard 7: Recreational Marketing
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Describes how the changing demographics of the U.S. call for a change in
recreation marketing strategies.
Discusses how technology is completely changing the way the travel business
operates.
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School District of New London
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Describes the major role that recreational destinations have in travel
marketing.
Discusses the changes in recreational marketing as a career field.
Standard 8: Understands the marketing impact of College and Amateur Sports
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Defines market segmentation in amateur and college sports and growth of new
markets such as women’s sports.
Discusses the economic impact of collegiate athletics, conference realignment,
and revenue from licensing agreements with colleges.
Learns how increasing popularity has provided more opportunities from
marketing and sponsorship of amateur sports.
Standard 9: Understands the marketing impact of Professional Sports
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Discusses the financial impact of professional sports
Identifies the perks associated with big league sports
Describes the distribution process for a professional sports team
Explains the process for financing a professional sports team.
Explains the role of a sports agent.
Explains ways professional sports organizations and their sponsors develop an
athlete’s character.
Standard 10: Understands the strategies of successful Entertainment Marketing
BE.SPORT.10.1 Explains profit and cost-cutting strategies in the motion picture industry.
BE.SPORT.10.2 Calculates film revenue, and discusses the importance of foreign markets for
movies.
BE.SPORT.10.3 Discusses the different kinds of entertainment distribution.
BE.SPORT.10.4 Discusses the promotion of music
BE.SPORT.10.5 Explains two kinds of theater promotion
BE.SPORT.10.6 Discusses the legalities of music distribution
BE.SPORT.10.7 Explains the promotional value of entertainment awards.
BE.SPORT.10.8 Discusses the preparation needed for a career in the entertainment-marketing
field.
BE.SPORT.10.9 Comprehends the skills needed for specific jobs in entertainment marketing.
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