TOPIC MAYNARD – SPORTS & ENTERTAINMENT MARKETING
NAME & DATE
Essential
Question
Competencies:
SOL:
PreAssessment scores
Do Now 1:
Do Now 4:
Do Now 7:
Do Now 8:
MKTG8175.059 Explain distribution
MKTG8175.060 Identify distribution channels as they relate to the SER industries
MKTG8175.078 explain sponsorship as it relates to the SER industries
MKTG8175.079 explain the reason for a company or organization to use sponsorships
MKTG8175.080 explain endorsement
MKTG8175.081 explain advantages and disadvantages of endorsements
MKTG8175.082 identify the parts of a sponsorship marketing plan/proposal
MKTG8175.083 explain on-site merchandising as it relates to the SER industries
MKTG8175.084 explain hospitality as it relates to the SER industries
English 10.4 The student will read and interpret a variety of informational materials
English 11.4 The student will read and analyze a variety of informational materials
English 12.4 The student will read and analyze a variety of informational materials including electronic resources
Distribution:
Venues:
Sponsorship, Endorsements, Hospitality and Merchandising:
Read the case study Race for the Prize on page 143 and answer the following questions.
1.
Why are NASCAR fans considered loyal to sponsor brands?
2.
Why did NASCAR need to find a new title sponsorship?
Read the case study Race for the Prize Part Two on Page 153 and answer the following questions.
1.
What market are NASCAR and Nextel hoping to reach? Why is this market important?
2.
In what ways might Nextel use technology in this sponsor partnership?
Read the case study , the Circus Reinvented on page 315 and answer the following questions.
1.
Why might the Cirque du Soleil have an international cast?
2.
What kind of sponsorship might Cirque du Soleil attract?
Read the case study , the Circus Reinvented Part Two on page 321 and answer the following questions.
1.
Why would the Cirque du Soleil require large headquarters facility?
2.
What are some possible merchandising and sponsorship possibilities for the Montréal troupe?

SPONSORSHIPS &
ENDORSEMENTS
Examples of sponsorships and endorsements
Signage
Entitlements
Example
Facility entitlements
Example
Product exclusivity
Example
Endorsements
Page 153
1.
The five rings logo of the Olympic Games.
2.
Company logos on NASCAR racing cars and on the uniforms of the racers.
3.
Call for wearing a shirt or a hat with a company logo on it at golfing events.
4.
Cereal box with a sports figure on it
Sponsors can also buy signage at a stadium
Occur when there is one major sponsor for an event
NASCAR signed a 10 year contract with Nextel promotional rights to an entire stadium
Heinz Field in Pittsburgh and FedEx Field near DC
Only one product in a product category is granted sponsorship
Only Coca-Cola can be sold at Olympic Games
Companies pay sports figures
The company may also require
Page 156
A statement of approval of a product service or idea made by an individual organizations speaking on behalf of the advertiser
So they can use their images in print and broadcast media, as well as on product packaging billboards and collectibles
A set number of public appearances by the sports figure at various events sponsored by the company
They all have successful careers Top sport endorsers come from all sports, but they have one thing in common
Most endorsement contracts have closets or statements in them
Sports figures must be
Bad publicity can mean
That will release the company from the contract if that celebrities image is tainted due to proms with the law or his or her athletic performance
Very careful to monitor their public image
The end of these profitable endorsement deals
Section 14.1 Images and Merchandising Page 316
Articles and reports may Or false and damaging statements that can affect a person's public image contain slander
Image A mental picture or concept of something or someone
The public images of celebrities
Merchandising
Can make the difference between success and failure
The variety of promotional activities and materials that complement and support the advertising effort

1.
PowerPoint Criteria: Minimum of 1 picture on EVERY slide
Name of Athlete/Entertainer, your name, date
2.
Brief description of the position they hold and on what team
(include pictures of athlete in uniform) For the entertainer, describe the most recent music, movie or show they have been in and some graphic corresponding to it.
3.
Background - Birthplace, parents name, were they brought up in the same location. Where did they attend high school, college?
What degree from college do they have? Did they have a good childhood? Was the family well off or did they struggle.
4.
Provide an interesting story about them.
5.
Has the athlete or entertainer ever violated team rules or had any legal problems? Why? (If applicable)
6.
Provide us with his or her current playing status and record for the
7.
8.
athlete and for the entertainer what they have produced.
Explain this person’s image to the public.
Provide us with their endorsement(s).
9.
Now tell us what other company or foundation this athlete or entertainer would be good for and why .
PRINT AS HANDOUTS – 9 SLIDES PER PAGE

VENUES
TERMS/TOPICS
An outlet is a
Or where it is
In the case or movies and video games
A venue
In the music industry, a venue for a concert might be
Outlet and venue managers are in charge of
Types of entertainment outlets and venues include
They consider factors such as
Capacity
Venues can create
Venue risks and considerations
DEFINITIONS/DETAILS – see PAGE 306 - 308
Place where a marketed product is released and made available placed
The outlets would be a theater and arcade
Is also an outlet, but it is a place where LIVE events are presented
A stadium, an amphitheater or a club
Marketing their locations to the entertainment companies that PRODUCE concerts, movies, live events and shows
movie theaters
live performance theaters
concert halls, amphitheaters and stadiums
nightclubs, restaurants and dancehalls
video-game arcades
arenas and stadiums for sports and non sports events
galleries and museums
amusement parks
Venue size, Location, population
The maximum # of people that a venue or outlet can accomodate
Humdreds of jobs through their construction and their operation
1.
the local population must be willing and able to support a venue
2.
the venue must be safe and functional
3.
the venue promoters must be able to book shows and fill seats
Is keeping events booked and selling the venue to capacity The most difficult part of making a venue profitable

4 stadiums that inspired you:
•
Browse through the stadium designs at www.worldstadiums.com
to get inspired to create a stadium of your own
•
Print out 4 stadiums that inspire you and turn them in with your name on them
I.
Venue a.
Name and rationale for selection b.
Main Sponsor and rationale for selection
II.
Map Location and Description a.
Include accessibility and attractions b.
Professional map with location of venue marked
III.
Sponsorship Plan – a.
min. 10 sponsors and rationales for each
IV.
Event Plan – a. Min. 8 event listings with picture & description

DISTRRIBUTION
TERMS/TOPICS
Place decisions involve
All four marketing mix decisions must focus on.
There are two types of customers
Organizational buyers purchase
Customers buy
Reaching each type of customer requires
A channel of distribution is the
The channel of distribution may be
A direct channel is
Examples of products that require direct contact
Services are distributed
One popular service offered to Web surfers is
Personal services require
All sporting events are considered to
Which two places can Yankee fans buy tickets
Direct marketing involves
DEFINITIONS/DETAILS – see PAGE 131 -- 136 in the textbook
A company can use its
Telephone sales are
Many companies and businesses use telemarketing efforts to get
What is the National Do Not Call
Registry?

Print media is
Infomercials are
The Home Shopping Network is
The Internet allows us to
It also enables us to
Spam is
An indirect channel of distribution is
Intermediaries include
Agents do not
They simply
Ticketmaster is an example of
Wholesalers are
The wholesalers function is
Retailers are
Nike is
Not all products involve
Sporting leagues and organizations also sell
The use of multiple channels, not only
Every business needs to

# of Contacts with no intermediaries = # of Contacts with one intermediary =

Direct doesn’t use
Examples of direct
1.
2.
3.
What is a “channel captain?”
, indirect does
_________________________________________________________________
SAMPLE DISTRIBUTION CHANNEL STRUCTURES
Producer Producer
Producer
Producer
Producer
Agent
Wholesaler
Agent
Wholesaler
Retailer
Retailer
Consumer
(Virtual) Retailer
Consumer
Retailer
Consumer Consumer Consumer

1. Decide on the market coverage strategy your company will use
Intensive Distribution
-Make available everywhere
What is your choice?
Selective Distribution
- Made available at some stores but not others
Exclusive Distribution
-Only available at a few stores
(*Base decision on your target market, type of product, the stage of the product life cycle)
What are the reasons for this choice?
1.
2.
Mrs. Maynard must sign off on this before you can move on to the next step
2. Pick a page(s) of the map where you will initially sell the product
Draw circles around the concentrated areas on your copy of the map where your target market will be
What are the reasons for your choices?
1.
2.
Mrs. Maynard must sign off on this before you can move on to the next step
3. Decide on your distribution channel structure and intermediaries
Direct or indirect?
Why?
What intermediaries will be included?
Why?
Mrs. Maynard must sign off on this before you can move on to the next step
Draw your intermediaries on your map
Use the following symbols:
- agent/broker/dealer - wholesaler - retailer
Mrs. Maynard must sign off on this before you can move on to the next step

4. Decide how many manufacturing plants you will start out with to make your product
Note: the more you have, the more money it costs…but the more you can produce and the more locations from which you can ship your product to your target market.
Ask yourselves the following: a. How much money your product will make for you in the beginning? b. How many of your product will you start out making? c. Where is your target market?
A lot Some 1 concentrated area
All over or in several areas
You probably want more than 1 manufacturing plant
What is your choice?
What are the reasons for this choice?
You probably want just 1 manufacturing plant
1.
2.
3.
Mrs. Maynard must sign off on this before you can move on to the next step
5. Decide where your company’s manufacturing plant(s) is(are) located
Pick place in Atlas
What is your choice?
What are the reasons for this choice?
1.
2.
3.
Mrs. Maynard must sign off on this before you can move on to the next step
Put a star on the copied map to mark the location of your manufacturing plant(s)

6. Decide on what type of transportation you will use to get your goods to each intermediary and to the final customer (ex. Truck to wholesaler, airplane to retailer etc.)
NOTE: base this decision on the advantages and disadvantages of the transportation
REMEMBER: if using airplanes – they only go to major cities if using boats – they only go on major water ways and to cities with ports along the water ways if using rail – they only go on railroad tracks, usually only to cities if using trucks – they go just about anywhere there is a road, but mainly travel on highways
Mrs. Maynard must sign off on this before you can move on to the next step
Draw each distribution channel and label it with the transportation you chose
(make each a different color)
EXAMPLE:
Airplane: blue
Boat: brown
Rail: green
Truck: red
7. Make a KEY for your map explaining all of your symbols
*This can be on the map, if you have room or attached to the map if you don’t have room