WF SEM I
1.01
Acquire information
about the sport/event
industry
TERMS TO KNOW
•
SPORT MEDIA: Any sporting event or sports news
broadcast through a media outlet
–
•
SPORTING GOODS: Equipment and Apparel
essential to the sport event itself
–
–
•
Baseball game broadcast on the radio
Football
Baseballs
NON-SPORT EVENT: Any event that does not
incorporate sports
–
Plays, concerts, festivals
Sport Industry
Attracts what TYPE OF MARKETS
 UNIQUE
Market because:
 INCLUDES

BOTH SPECTATORS AND PARTICIPANTS
Consumers of sports products can participate in AND
view a wide range of sports

Example: Football



FANTASY
Attend a Pro Game
Flag Football
Major Characteristics of SEM
 Provides
PRODUCTS THAT ARE DIFFERENT FOR
EACH CONSUMER
 Industry
is UNIQUE because of the type of
products it produces
 In most cases, the PRODUCTS ARE PRODUCED
AND CONSUMED AT THE SAME TIME because
they are activities or games
 Example: Baseball game (losing team fans vs.
winning team fans)
CORE BENEFITS to Customers
who Purchase Sports Products
•
•
•
ENTERTAINMENT
HEALTH
ACHIEVEMENT
–
Industry is UNIQUE:
•
–
Appeals to variety of people for many different
reasons
Example: Playing Sports
•
•
•
Entertaining for what type of customer?
Healthy for what type of customer?
Provides achievement to what type of customer?
Variety of Sports Segments Available
• Professional Teams
• Professional Individual Sports
• Collegiate/Scholastic Teams
• Sports Venues
• Health Clubs
• Recreation
• Camps
• Amateur Sports
• Sporting Goods
• Media
Professional Teams
• Basketball: Charlotte Hornets
• Football: Carolina Panthers
• Hockey: Carolina Hurricanes
• Baseball: Atlanta Braves
Professional Individual Sports
•
•
•
•
•
Running
Swimming
Golf (PGA, LPGA)
Bowling (PBA)
Tennis (WTA)
Collegiate and Scholastic Teams
*Virginia Tech
*Appalachian State
*NC State
Venues:
*Arenas
*Stadiums
*Coliseums
*Speedways
Health Clubs
• Gold’s Gym
• YMCA
• Triangle SportsPlex
• Ladies Fitness and Wellness
• The Rush Fitness Complex
Recreation
• Aerobics
• Soccer
• Basketball
• Swimming
• Area parks
Camps
• Tennis Camp
• Basketball Camp
• Soccer Camp
• Raven Knob
Amateur Sports
AAU-Amateur Athletic Union
WKA- World Karting Association
Sporting Goods
• Dicks Sporting Goods
• Sports Authority
• Champs Sports
• Foot Locker
Media
ESPN- Sportscenter, MNF
NBC- Sunday Night Football
TBS/TNT-NBA
Variety of Entertainment/Events
Available
• Music
• Movies
• Theme Parks
• Radio
• Film
• Television
•Dramatic Arts
•Video Games
•Fine Arts and
Science
•Literacy
•Casinos
Music Industry
•
•
•
•
Maverick Records
PSE Records
JMG Records
Quincy Jones
Movie Industry
•
•
•
Warner Brothers
Disney
MGM
(Metro Goldwyn Mayer)
•
Actors
Theme/Amusement
Parks
• Six Flags
• Disney Parks
• Carowinds
Radio Industry
• FM
• AM
• Country
• Rap
• Hip-hop
• Jazz
• Sirius/XM satellite radio
Film Industry
• Sundance Film Festival
• RiverRun Film Festival
Television Industry
• Scripted shows
• Reality shows
• News
• Sports
Dramatic Arts Industry
• The Little Theatre
• National Black Theater Festival
• Belk Theatre
Video Game Industry
• X-Box
• Wii
• PlayStation 3
Fine Arts and Science
Industry
• Smithsonian
Museum
• Sci Works
Literacy Industry
• Library
• Internet
• Books
Casinos Industry
• Las Vegas
• Atlantic City
• Harrah’s
Factors Contributing to the Growth
of SEM
• Increase of participants in
sports/entertainment
• Increase of followers of
sports/entertainment
• Increase in attendance in
sports/entertainment
• Increase of media coverage
• Internationalization
Trends in Sports &
Entertainment
• Sports:
•Entertainment
oNaming Rights
oX-Games
oSport Specific
Channels
o Internet Web Casts
o Event marketing
o Specific Channels
Trends (CONT)
• Organizational Control of Athletes
• Internationalization
• Branding
• Brand Extensions
• New Media
• Better Research
• Nostalgia
•
a wistful desire to return in thought or in fact to a former time in one's life, to one's
home or homeland, or to one's family and friends; a sentimental yearning for the
happiness of a former place or time.
FINANCIAL/ECONOMIC IMPACT
of SEM on Community
 FISCAL
IMPACT: Government Revenue generated
from hosting an event

Sales Tax, Food-Service Tax, Parking Fees
 DIRECT

IMPACT:
Expenditure * Number of visitors * Nights of event
 INDIRECT

Direct Expenditures PER INDUSTRY (Food, etc.)
 Total

IMPACT:
Impact:
Direct + Indirect
SEM Contributes to Economic Well-Being of
Communities
•Increase in local business
•Contribute to tax base
•Bring business to abandoned areas
• More job creation
• More tourism
• More consumer spending
• More money for local businesses
• Teams draw huge crowds of fans
Many come from out of town
Stay in hotels
Eat at local restaurants
Factors Contributing to the
GROWTH of SEM
• Increase of participants in the SEM industries
• Increase of followers/spectators/attendance
• Increase of media coverage
• Internationalization/ Globalization
Negative Impacts of SEM on
Community
•Questionable impact on tax revenue
•Divert resources from other priorities
(education, roads, public safety)
•Community can be "held hostage" by a
team
How Communities Can Minimize
Negative Impact of Hosting an
Event
•Sign teams to long-term stadium leases
•Diversify-host more than one sport
•Host multiple events in stadium/arena
•Notify the community in advance
•Provide necessary security/traffic resources