Sport Marketing
Today’s Lecture
1.
2.
3.
4.
5.
6.
7.
What is Marketing?
Understanding Consumers’ Needs
Market Selection (STP)
Marketing Mix (The Four P’s)
Sport Marketing
Sponsorship: A Unique Relationship
Branding
What is Marketing?
“The process of planning and
executing the conception
(product), pricing, promotion,
and distribution of ideas,
goods, and services to create
exchanges that satisfy
individual and organizational
objectives.”
Understanding Consumers’ Needs
You can not market a product to consumers
without understanding what their needs and
wants are
Market Research is completed in order to
identify consumers’ needs
Understanding Consumers’ Needs
(continued)
Market Research
• Surveys (by telephone, mail, in person)
– Attitudes
– Purchase Behaviours
– Needs, Wants, Demands
• SWOT Analysis
Market Selection
Once you have an understanding of what
consumers want and how they purchase,
you must decide who you want to sell your
product to.
This process is called STP
(Segmentation, Targeting, Positioning).
Market Selection
(continued)
Segmentation
Market Selection
(continued)
Target Marketing
Market Selection
(continued)
Positioning
Marketing Mix (The Four P’s)
Product:
Place:
Price:
Promotions:
Marketing Mix (continued)
The Promotional Mix
Marketing Mix (continued)
Advertising –
Marketing Mix (continued)
Public Relations –
Media Relations –
Community Relations –
Marketing Mix (continued)
Sales Promotions –
Personal Selling –
Which ‘P’ is Which?
• Jamie purchased Toronto Maple Leaf tickets after seeing a
press conference announcing the trade for Phil Kessel. He
purchased the tickets over the internet. The cost was $100,
plus tax and service charge, for a total of $120.
• In her Saturday newspaper, Nicole saw a picture of a pair of
Nike Tennis Shoes being sold at Sportcheck for 50% off. On
Sunday, she purchased the shoes for $75.
• Hayden signed up for a wireless phone plan after attending the
Telus Skin Games (golf). He signed up at a Telus store in his
local mall. He got a great deal at $20/ month and a free phone
with a 2 year contract.
What is Sport Marketing?
“The specific application of marketing
principles and processes to sport products
and to the marketing of non-sports products
through association with sport.”
Shank, 1999
The Sports Product
“A good, a service or a combination of the
two that is designed to provide benefits to a
sports spectator, participant or sponsor.”
Shank, 1999
Sport Marketing
When conducting Market Segmentation and
selecting the appropriate Marketing Mix, a sports
marketer must consider the organization’s external
environment.
Socio-cultural Norms
Natural
Technology
Competition
Economic
Political/Legal
Examples of Sports Products
• Sporting Goods
– Shoes
– Clothing
– equipment
• Sport – Related Travel
– Golf trips
– Attending a sporting event out of your city
• Sport Facilities
– ACC
– Wrigley Field
• Sporting Events
• Athletes
What Makes Sport Products Unique?
1. Aspects of the sport product are intangible
2. Sport is subjective and heterogeneous
3. Sport is inconsistent and unpredictable
4. Sport is perishable
5. Sport evokes an emotional response
Sponsorship
Types of Sponsorship
• Facilities
• Athletes
http://www.youtube.com/watch?v=b0AGiq9j_Ak
Sponsorship and Athletes
Branding
Branding and Athletes
Social Media and
Sporting Events
• To be discussed next week in Event
Management lecture