Chapter 2 Marketing College
Athletics
Lesson 2.1
INDUSTRY SIZE--$212.53B
Major Components (Billions)
TRAVEL
30
ADVERTISING
25
EQUIPMENT
20
TICKET SALES,
PARKING, CONCESSION
15
TEAM OPERATION
GAMBLING
10
SPONSORSHIPS
5
MEDICAL
0
COMPONENTS
FACILITY
CONSTRUCTION
Categories of Sports
•
•
•
•
Amateur
High school
College (collegiate)
Professional
Amateur sports
• A person who doesn't get paid to
play.
• They attract fans( spectators),
attention & money
Collegiate Sports
• Have a strong impact on the community
• Very popular extremely competitive for many
as competitive as professional
Rules and Ranking
• NCAA- National Collegiate Athletic
Association
•Is a voluntary organization through which
the nation's colleges and universities
govern their athletics programs.
Govern competition in a fair, safe,
equitable and sportsmanlike manner
Main Purpose
• Vote on rules called bylaws.
• Establish programs to govern,
promote intercollegiate athletics.
• Govern competition in a fair, safe,
equitable and sportsmanlike
manner,
• Integrate intercollegiate athletics
into higher education
• Obtain accreditation by accrediting
agency
• Offer four sports for men and four
for women.
• Comply with NCAA
• Cooperate with NCAA regulations&
accept penalties
Market Segmentation
• Segment- group
of people within a
larger market that
share one or
more
characteristics
Basketball
Basketball
Professional
Professional
Houston
Rockets
College
College
University
of
University
of Kentuck
Kentucky
Geographic
segmentation
Demographic
segmentation
psychographics
Elements
Of
Segmentation
Product
usage
Benefits
derived
Segment meanings
• Geographic- divisions of physical
locations
– (north, south, east, west)
• Demographics- income, profession
gender and educations
• Psychographics- attitude and lifestyle
toward a choice.
• Product Benefit- usage of the product and
benefits received from it
Women's college sports
• New marketing
opportunities
– Soccer shoes
– Basketball
– Golf clubs
– State of art bats
– Racing bikes
Chapter 2 Marketing college
Athletics
Lesson 2.2
Economic Benefits
Benefits to the Community
• Good for Town Business
–Builds up hotels, restaurants,
shopping malls, gas stations and
souvenir shops
• Good for Stadium Business
–Souvenir shops and food and
beverage vendors
• The promotion of a company in
association with a property.
• A company gives money to fund a project
More sponsoring
• Selling Stadium Rights. Sponsor pays for
having the stadium name after the
business.
Sponsorship
• Generating revenue for the college program.
• Corporations benefits by selling their produce
during sporting events.
– Hoping that the fans who like the team
purchase brands worn by team
•Corporations team up with the prospect of sells
• Adidas is going to be releasing college team
editions of the Adidas T-Mac 6
License- Legal right to reproduce and
sell items with the teams logo
Chapter 2
Amateur Sports
Lesson 2.3
Marketing & Selling
• Amateur athletes need equipment,
uniforms, shoes, lawn chairs, stadium
seats, and coolers.
– Who Benefits:
• Malls hotels
• Restaurants
• Gas stations