A Strategic Perspective on
Sports Marketing
Objectives
 Define Sports Marketing
 Examine Growth
 Types of Sports Consumers
 Types of Sports Products
 Elements of Strategic Marketing Process
What is Sports Marketing???
 Brenda is a “pool player”
 Angela is a “league coordinator”
 Peter is an “event coordinator”
 Larry is “treasurer of the VNEA”
 Jessica is “the manufacturer of Falcon Cues”
 Jim is “the Canadian distributor of pool
tables”
Defining Sports Marketing
Sports marketing is the specific application
of marketing principles and processes to
sport products and to the marketing of nonsports products through association with
sport.
Association
 Brenda – is trying to secure sponsorship
 Angela – is recruiting players
 Peter – is trying to find the best venue for
tournaments
 Larry – is the sanctioning body of the league
 Jessica – wants the pool players to use her pool
cues
 Jim – Wants to sell pool tables to pool players,
league operators and event coordinators.
Webster’s defines sport as:
“a source of diversion or a physical activity
engaged in for pleasure.”
Entertainment – is also defined as something
diverting or engaging!
Comparison
Entertainment
Movies
Plays
Theater
Opera
Concerts
Play = Script
Concert = Program
Sports
Spontaneous
And
Uncontrollable
Determining Emotions
 Game is close and team wins
Excitement and Joy
 Game is boring and team is loses
Entertainment benefit is different
A Marketing Orientation
 Emphasis on satisfying the consumer
1. Intelligence generation
2. Intelligence dissemination
3. Responsiveness
Growth of the Sports Industry
The Sports Industry is the eleventh largest of
all U.S. industry groups. 152 Billion (1995)
1. Growth in Attendance
2. Growth in Media Coverage
3. Growth in Employment
4. Growth in Global Markets
Structure of the Sports Industry
Learn by studying the different types of
organizations and their involvement.
Local, Recreational, National, Youth,
Intercollegiate, Professional and Sanctioning
Bodies.
Simplified Model of
Consumer-Supplier Relationships
Consumers
 Spectators – observe (in person or media)
-buy single tickets or season tickets
 Corporate/Business – blocks of tickets, corporate
box, Bring spectators to event
 Purchase rights to televise – controls how and
when the event will be viewed by spectators
Simplified Model of
Consumer-Supplier Relationships
The Participant as Consumers

Becomes active in sport at a variety of
competitive levels.
1. Unorganized Sport Participants
 Not sanctioned or controlled by external
authority.
Simplified Model of
Consumer-Supplier Relationships
The Participant as Consumers
2. Organized Sport Participants

Amateur – no compensations

Professional - compensation
Simplified Model of
Consumer-Supplier Relationships
The Sponsors as Consumers
Sports Sponsorship
An exchange of money or product for the
right to associate its name or product
with a sporting event
Simplified Model of
Consumer-Supplier Relationships
The Sponsors as Consumers
Sports Sponsorship
Helps achieve Corporate Objectives.
 Public awareness
 Corporate image
 Community involvement
Simplified Model of
Consumer-Supplier Relationships
The Sponsors as Consumers
Sports Sponsorship
Helps achieve Marketing Objectives.
 Reach target market
 Brand positioning
 Increase Sales
Simplified Model of
Consumer-Supplier Relationships
The Sponsors as Consumers
Sports Sponsorship
Helps achieve Media Objectives.
 Generate awareness
 Enhance ad campaign
 Generate Publicity
Simplified Model of
Consumer-Supplier Relationships
Products
 Events
 Sporting Goods
 Personal training for sport
 Sport Information
Simplified Model of
Consumer-Supplier Relationships
The Sports Product
Is a good or service, or any combination
of the two that is designed to provide
benefits to a sports spectator, participant
or sponsor.
Simplified Model of
Consumer-Supplier Relationships
Goods/Service
Goods = Tangible/physical
Tennis ball, skates, etc.
Service = Intangible/non-physical
Competitive event, lesson
Simplified Model of
Consumer-Supplier Relationships
Types of Sports Products
1. Sporting Events
2. Athletes
3. Arena
Sporting Goods
1. Equipment
2. Licensed Merchandise
3. Collectables and Memorabilia
Simplified Model of
Consumer-Supplier Relationships
Producers/Intermediaries
 Ownership
 Sanctioning bodies
 Sponsors
 Media
 Agents
 Equipment manufacturers
Simplified Model of
Consumer-Supplier Relationships
Agent Responsibilities






Determine value of the player’s service
Convince a club to pay for the player
Develop a compensation package
Protect players rights
Counsel the player re- career and financial
Assist player to earn extra income, endorsements
speeches and appearances
Sports Marketing Exchange
Process
Multiple exchanges occur
Something of Value
Exchange Players
Money
Sports Spectators
Time
Sports Participants
Personal Energy
Organizations
Entertainment
Sporting events
Better quality of life
Sporting good
manufacturers
Enhanced Image
Teams