C H A P T E R
19
International Sport
Marketing
R. Brian Crow, EdD; Kevin K. Byon, PhD; and Yosuke Tsuji, PhD
Chapter 19
Chapter Objectives
• Understand marketing concepts and apply
them to a global setting
• Recognize characteristics of global sport
consumers
• Appreciate the scope of branding in the
global sport industry
(continued)
Chapter Objectives (continued)
• Explain marketing and branding as they
relate to global organizations and events
• Discuss international sport marketing and
branding trends
Chapter Focuses
• Global brand development and sponsorship
in international sport
• How sports consumers are discovered,
reached, marketed to, and influenced by
global sport brands
Chapter Topics
• Marketing principles and terms
• The international sport consumer
• Marketing and sponsorship in a global
economy
• International brand management
Differences Between Sport Marketing
and Traditional Marketing (Funk, 2008)
1. Sport organizations must both compete
and cooperate with one another.
2. Sport consumers are often experts of the
products that they use or consume.
3. The supply of sport products is high, and
demand fluctuations are common.
4. Sport products are intangible.
(continued)
Differences Between Sport Marketing
and Traditional Marketing (continued)
5. Sport products are simultaneously
produced and consumed.
6. Sport facilitates socialization.
7. Sport products are inconsistent in nature.
8. Maintaining control over product is difficult.
9. Ancillary products are important to sport.
10. Sport is difficult to price.
Brand
Refers to the name, logo, and symbols
associated with the sport organization that
serve to provide a point of differentiation from
similar products in the marketplace (Fullerton,
2007).
Question: What are the brand components of Adidas?
Promotion
Any activity designed to stimulate interest in,
awareness of, and purchase of a product. It
can include price discounts, sweepstakes,
giveaways, advertising, personal selling,
public relations, and sponsorship (Fullerton,
2007).
Sponsorship
The acquisition of rights to affiliate or
associate with a product or event for the
purpose of deriving benefits related to that
affiliation or association, including retail
opportunities, purchase of media time,
entitlement, or hospitality (Aaron, 2008).
Licensing
The granting of rights to a third party that
desires to associate itself commercially (for
profit and not for profit) with an institution by
using trademarks, names, logos, symbols,
and slogans (Collegiate Licensing Company,
2009).
The International Sport Consumer
• Concept of sport consumers
• Internal factors affecting sport consumption
• External factors affecting sport
consumption
Concept of a Sport Consumer
• Sporting goods consumers
• Sport services consumers
• Sport participants and volunteers
• Sport supporters, spectators, and fans
(Aaron, 2008, p. 35)
Avid Fans—NBA Definition
• Responded “4” or “5” to the question “How
big a fan are you of the NBA?”
• Claimed to “look up news, scores, and
standings several times a week or more
often.”
• Claimed to “watch, listen to, or attend at
least 10 games per season.”
• Claimed to “have a favorite team.”
Casual Fans—NBA Definition
• Responded “3” to the question “How big a
fan are you of the NBA?”
• Claimed to “look up news, scores, and
standings several times a month or more
often.”
• Claimed to “watch, listen to, or attend at
least three games per season.”
• Claimed to “have a favorite team.”
Internal Factors Affecting
Sport Consumption
Sport consumer behavior
– Motivation
– Identification
Spectator Motivation
• Achievement
• Aesthetics
• Affiliation
• Drama
• Escape
• Knowledge
• Social interaction
External Factors Affecting
Sport Consumption
• Home team performance
• Presence of star players on the home team
• Quality of home team players
• Opposing team performance
• Quality of opposing team
• Opposing team history and tradition
(continued)
External Factors Affecting
Sport Consumption (continued)
• Closeness of competition
• Duration of the game
• Skill level
• Ticket price
• Ticket affordability
• Quality of seating
(continued)
External Factors Affecting
Sport Consumption (continued)
• Direct mail and notification
• Publicity
• Game time
• Game schedule for the season
International Sport Branding
• Field within international sport marketing
concerned with the challenges that sport
organizations face when their brands cross
national borders
• Brand name
• Brand visual and sound elements
• Brand personality
(continued)
International Sport Branding (continued)
• International branding involves the
development of the product, service, or
brand globally to appeal to the attitudes,
likes, and perceptions of the target market
(Whitelock & Fastoso, 2007).
• These challenges relate to the essence of
the brand in terms of brand name, brand
visual (e.g., logos and colors) and sound
elements (e.g., jingles, music), and brand
personality (Whitelock & Fastoso, 2007).
International Brand Management
• Brand components
• Brand expression
• Brand perception
• Brand control
• Touch points (e.g., game environment, safety,
security, in-game entertainment, parking, food
and customer service, facility cleanliness), all
areas over which they have control
Building an International Sport Brand
• Positive brand equity
• Brand loyalty