Sports and Entertainment Marketing
Chapter 4
Sports Products
Objectives
 Define the sports consumer
 Identify sports products
 Explain the differences between sports goods and services
 Differentiate between the product line and product mix
The Sports Consumer
Consumer –
Sports Consumer –
How do sports consumers make decisions?
1. _______________________:
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
 cultural differences related to class, race, and gender; climate and region
 marketing influences, such as commercials
2. _______________________:
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
Sports Products
Product –
Sports Products Areas involved in Marketing Sports Products
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 Communication firms
 City governments
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Types of Sports Products
1. Sporting Events –
o
o
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2. Sports Information
o
o
3. Sports Training – usually a service such as instruction that is provided through
fitness centers, sports camps, and lessons.
4. Sporting Goods – usually include a wide range of goods
o
o
Sports Goods vs. Sports Services
Sports Goods –
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Quality of Goods
1.
2.
Sports Services – intangible service
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Quality of Service
 _________ – ability to perform promised services dependably and accurately
 _________ – knowledge and courtesy of employees and their ability to convey
trust and confidence
 _________ – the caring, individualized attention provided by the professional
sports franchise for its customers
 ___________ – willingness to help customers and provide prompt service
 ___________ – appearance of equipment, personnel materials, and venue
Sports Products Classifications
Product Line –
Product Mix –
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Sports and Entertainment Marketing
Chapter 5
Product: Sports
Objectives
 Differentiate between a product item and product line
 Classify products as consumer goods or business goods
 Explain the seven steps in developing a new product
 Identify the stages in a product’s life cycle
Sports Product –
Product Item –
Example: Nike Fitted Training T-Shirt
Product Line –
Example: Nike’s Product Line - athletic clothing, athletic footwear and sports
equipment
Product Mix –
Product Classifications
Consumer Goods –
Business Goods –
Example: The Office
Point of Difference (Unique Selling Point) –
Example: TUNIT Soccer Cleats
Steps in New Product Development
Step 1 – SWOT Analysis
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Step 2 – Idea Generation
Sources of Ideas
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Step 3 – Screening and Evaluation
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Focus Group – a panel of six to ten consumers who discuss their opinions about a
topic under the guidance of a moderator
Step 4 – Business Analysis
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
Step 5 – Development
Prototype –
Step 6 – Test Marketing
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Step 7 – Commercialization
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Product Life Cycle
1. Introduction Stage Product Pricing Strategies
Penetration Pricing –
Price Skimming –
2. Growth Stage
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3. Mature Stage
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 Popularity or simple modifications will determine length of peak stage
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4. Decline Stage
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Fad –
Management of Product Life Cycle
How do managers manage the products through the product life cycle?
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Product Modification –
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Purpose:
Market Modification –
Repositioning –
Example: New Balance targeting older people with foot problems
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Sports and Entertainment Marketing
Chapter 7
Branding and Licensing
Objectives
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
Explain the concepts of branding and brand equity
Discuss the types of brands
Describe how to develop an effective brand name
Case Study: Race for the Prize
Why are NASCAR fans considered loyal to sponsor brands?
Why is branding important?
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
Brand –
Example:
Brand Name –
Example:
Trade Name –
Example:
U.S. Patent and Trademark Office –
Trademark –
Advantages of Branding
1.
2.
3.
Brand Personality  Example:
Brand Equity –
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Steps of Brand Equity
1.

Example:

Example:
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Example:
2.
3.
Brand Equity of a Sports Team
Develop:
Link:
Help:
Licensing –

Allowing another company to use a brand name, patent, or any other item
for a fee or royalty
Types of Brands and Strategies
1.
2.
3.
Manufacturer Brand –
Multi-Product Branding:
 Example:
Multi-Branding:
 Example:
Co-Branding:
 Example:
Intermediary Brands –
Examples:
Generic Brands –
 Generic brands are unlikely in the sports industry
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Developing Brand Names
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Be previously unregistered (www.uspto.gov)
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