Sports Marketing Profile
Categories of Sports
2
Chapter Objectives
Define sports marketing.
Identify the different categories of sports.
Differentiate between amateur sports and
professional sports.
Discuss the significance of international sports.
Explain the significance of women’s sports.
3
Sports Appeal and
Marketing
People spend time and money on sports because
they feel excitement and are entertained by the
competition and spectacle of sports.
Sports marketers sell sports, games, and services
to these fans.
4
Sports Appeal and
Marketing
The two major components
of sports marketing are:
The marketing of sports
Marketing through
sports
sports marketing all
the marketing activities
designed to satisfy the
needs and wants of
sports consumers
5
A Brief History
In 1923, Wilson Sporting Goods signed professional
golfer Gene Sarazen to a deal that lasted until
Sarazen passed away in 1999.
William “Bill” Veeck was inducted into the Baseball
Hall of Fame for his innovations in sports marketing.
Linking athletes to corporations was the brainchild
of agent Mark McCormack. Arnold Palmer connection
6
Careers in Sports
Marketing
Examples of jobs in sports marketing include:
Scriptwriter
Producer
Ticket agent
Luxury-box sales representative
Food and merchandise sales representative
Group-ticket salesperson
7
From X-Games to E-Tainment
The cyber-revolution has positioned
Operating an e-tail business
on an
channel—the
the Internet
as electronic
a major channel
for
Web—can be costly,sports
due tomarketing.
design, delivery,
and
Case inreturns,
point: ESPN
operating expenses.
Internet Ventures. From its humble
in 1979 ascrashed
a smallin
cable
Though Many largerbeginnings
dot-com companies
the
TV1990’s,
stationsmall
in Bristol,
Connecticut,
the Entertainment
and
stores
like Harris Cyclery
of West Newton,
Massachusetts,
actually
increase
sales
a basic
Sports
Programming
Network
evolved
intousing
ESPN,
Inc. Web
site.ESPN.com
Today, a third
of Harris’s
bicycle
business
rides
in on
Then
became
the hub
of ESPN
on the
Internet,
the Web
to getbusiness
hard-to-find
parts
personal
service.
covering
sports
news,
alsoand
offering
video
games,
e-tail stores, ESPN magazine, and more.
Describe an e-business’s home page to your class after
viewing
one throughon
marketingseries.glencoe.com.
For
more information
sports and entertainment marketing,
go to marketingseries.glencoe.com.
8
1.
Define sports marketing.
2.
Name a pioneer of sports and marketing and
identify his or her contribution.
3.
Name three jobs in sports marketing.
9
Variety of Sports
Sports and sporting events can be classified into
the following categories:
Amateur
High school
College
Professional
10
Amateur and Professional
Sports
Sports consumers are not attracted only to
professional sporting events. A sports consumer
finds interest in the sport and not just the
classification or level of sport.
11
Amateur Sports
High school, college, or any
recreational player is
considered an amateur
athlete.
amateur athlete a
person who does not get
paid to play a sport
Amateur sporting events
attract a large number of
fans, attention, and money.
12
High School Sports
The goal of the National Federation of State High
Schools Association (NFHS) is to make sure that
students benefit from a balanced educational and
athletic experience.
In many communities, high school sports are a
source of pride and part of tradition.
Regional influences affect the popularity of sports
in the United States.
13
College and University
Sports
Sporting events at the
college level are very
popular and extremely
competitive in all regions.
NCAA a national
organization that governs
college athletics and
oversees important
decisions pertaining to
athletics
The National Collegiate
Athletic Association
(NCAA) posts its guidelines
and rules on its Web site at
www.ncaa.org.
14
Professional Sports
The income of a
professional athlete is
paid for by his or her
employer, who is the team
or organization.
professional athlete an
athlete has the will and
ability to earn an income
from a particular sport
Professional athletes also
have the opportunity to
earn income from
endorsements.
15
Professional Sports
Teams in professional sports are considered fully
functional businesses.
It is the main purpose of teams to get the best
players in order to win events and attract fans who
will purchase tickets and merchandise.
16
Other Categories of Sports
Other categories of sports include:
Olympic Games
Athletes with disabilities
International sports
Women’s sports
Extreme sports
17
Olympic Sports
The first Olympic game was held in 776 B.C.
The Olympic Games grew and continued to be played
every four years until they were abolished in 393 A.D.
The Olympic Games were revived in 1890.
The International Olympic Committee (IOC) plans the
games and oversees issues and decisions.
The Amateur Rule was overturned in 1986.
18
The Wide World of
Paralympics
The Paralympic Games are Olympic-style games
for athletes with disabilities.
In 1968, Eunice Kennedy Shriver organized the
First International Special Olympic games.
Special Olympics currently serve one million
people in more than 200 programs in more than
150 countries.
19
International Sporting
Events
Popular sports around the world include:
Soccer (the World Cup)
Biking (the Tour de France)
Cricket
Rugby
Each of these sports provides entertainment to the
sports consumer and new challenges to sports
marketers.
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Women’s Sports
The status of women in sports has advanced in the
20th century.
As early as 1932, Olympic gold medalist Mildred
“Babe” Didrikson Zaharias not only excelled at most
sports, she was also an impressive sports promoter.
21
Women’s Sports
On June 23, 1972, the enactment of Title IX, the Education
Amendment, advanced girls’ participation in sports.
22
Women’s Sports
On June 23, 1972, the
enactment of Title IX, the
Education Amendment,
advanced girls’ participation
in sports.
Title IX a law that bans
gender discrimination in
schools that receive
federal funds
Women’s amateur and
professional sports
organizations have taken
substantial steps in
involving women in sports.
23
Extreme Sports
Extreme sports are
relatively new to sportsmarketing efforts.
extreme sports
sports that involve
nontraditional, daring
methods of athletic
competition
Corporations have begun to
market products toward a
new target market by
promoting extreme sport
drinks, clothing, and other
merchandise.
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Sports Categories
Olympics
Paralympics
Amateur
Recreational
Sports
High School
Extreme
Professional
College
25
1.
What are the four main categories of sports?
2.
Which category is the most costly and
marketed of all categories?
3.
List three other categories besides
professional and amateur sports that reflect
the “wider” world of sports.
26
Checking Concepts
1. Define sports
marketing.
2. Explain the differences
between the marketing of
sports and the marketing
through sports.
3. Identify the different
categories of sports.
continued
ofmay
sports
1.. Marketing
2.
3
Answers
Sports
marketing
is
involves television and
include
all
the
activities
amateur that
radio
advertisements
sports,
designed
professional
to meet
are
used to
promote
an
actual
event
orand
game,
like
sports,
the needs
high
school
the Super Bowl, the
sports,
wants
ofcollege
sport
Indianapolis
500, or and
the
university
consumers
sports,
through
Olympics. Marketing
through
sports
occurs
Olympic
exchange
sports,
when companies, such as
Paralympic
processes.
sports,
Nike or Gatorade,
international
sports
promote their products
to
the consumersports,
by using a
women’s
connection to sport
and
extreme
(typically
using a sport
sports.
personality).
27
Checking Concepts
4. Explain why the sports
consumer is not just
attracted to professional
sports.
4. An
5.
6.
Some
Sports
amateur
international
consumer
athlete
may
has
sports
the
bemay
interested
desire
include
to
in
play
soccer,
thebutbasketball,
does not
noncommercial,
get
jai alai,
paid,bicycle
while a
competitive
professional
racing, cricket,
nature
athlete
and
5. Name one difference
of
has
rugby.
amateur
the will sports.
and
ability to earn a
between an amateur
living playing
athlete and a professional
sports.
athlete.
6. Name five or more
international sports.
continued
28
Checking Concepts
7. Identify one significant
female athlete in sports
history.
Critical Thinking
8. Discuss some factors
that contribute to the
popularity of extreme
sports.
7. Extreme
8.
Athletessports
may attracts
fans
because
it
include
Babe
involves nontraditional,
Zaharias,
Billie
daring methods of
Jean
Martina
athleticKing,
competition.
Navratilova,
Media
exposureand
through
others.ESPN and
promotional efforts by
star extreme athletes
have also contributed
to the growing
popularity of those
sports.
29
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