Economic Impact of
Sports Marketing
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A sports consumer is a person who may play, officiate,
watch, listen to sports, or read, use, purchase, and/or
collect items related to sports.
 The goal of planning sports marketing strategies is to
encourage the consumer to purchase tickets and/ or
merchandise.
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Market segmentation is analyzing
the market by looking at:
Geographics
Demographics
Psychographics
Product benefits
Market segmentation of the sports
consumer can change, so marketers must
constantly check approval ratings.
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 Ex.) Before Tiger Woods was a success, the
market for golf was mainly men 30-60, with
incomes between $50,000- $175,000.
Now, there is a teenage market because of
sponsors like Nike, Wheaties, PGA Tour
Series video games, and Gatorade.
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Every decision you make keeps people involved in the
event employed; purchasing a ticket, parking your
car, buying food and merchandise.
 As the economy grows, more infrastructure is needed to support
athletic events; the physical development of an area, which
includes all major public systems, services, and facilities of a
country or region needed to make a location function.
▪ Ex.) Olympic Games, Super Bowl
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One of the top tourist destinations in the world.
 Welcomes over 30 million tourists every year.
 Opened in 1971, Walt Disney World has helped the economy
continuously grow.
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▪ Because of the growth, professional sports has become a part of Florida’s
economy; Wide World of Sports complex was opened.
A sports franchise in sports is an agreement or contract
for a sports organization to sell a parent company’s
good or service within a given area.
 Orlando Magic joined the NBA for the
1989-1990 season.
 But nearly 4 years before that, Jim Hewitt
began promoting the idea; selling t-shirts,
hats, and convincing residents to make $100
deposits on season tickets.
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Los Angeles Stadium
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Sports products are goods, services, ideas, or a combination of
those things, provided to consumers.
 Besides sports products in the form of goods & services, they can also
include athletes as well.
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There are 4 types of sports products:
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Sporting events: core product of sports- games, events, and competitions.
Sports information: involves news, statistics, schedules, and stories.
Sports training: provided through fitness centers, sports camps, and lessons.
Sporting goods: products including equipment, licensed merchandise,
collectibles, memorabilia, and apparel & accessories.
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Sports products differ from typical consumer products because
they have the ability to generate a greater variety of related
products; product extensions.
 Ex.) The Super Bowl is a core, main sports product. From that event,
product extensions develop (programs, tickets that can be saved as
collectibles, videos, statistics in the news, related television programs,
and t-shirts, etc.
Team Promotions…
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Promotional Schedule | phillies.com: Schedule
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Sports marketing helps businesses make $ as consumers have
fun, but marketers often face challenges & obstacles.
 Marketing activities and sponsors for events are different because there
are different target markets for each sport.
▪ Ex..) The L.A. Sparks have won the WNBA national championship 2 seasons in a
row. However, the media gave the announcement lower-profile exposure.
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So in order to gain support, the Sparks are heavily involved in
grassroots marketing; marketing activities on a local community
level.
 Charities, fund-raising, etc.
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In order to get as many new fans out to see your new team,
many marketing strategies must be utilized.
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So now…it is your job to create a promotional schedule for
your “NEW” team for next season.
 Once you devise a promotional schedule, a magnet will be created to
let fans know of the schedule. Therefore, the schedule MUST include:
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Specific dates announcing promotional goods (age requirements, etc.)
At least 4 promotional dates
Color
Graphics