Sales
HSS 3000/5263
Sport Marketing
Dr. Brian Turner
Introduction
• Sales is “lifeblood” of any sport
organization
– Revenue-producing element of the marketing
process
• “…the process of moving goods and
services from the hands of those who
produce them into the hands of those who
will benefit most from their use”
Introduction
• Selling consists of:
– Identifying the customers
– Getting through to them
– Increasing their awareness and interest in your
product/service
– Persuading them to act on that interest
Introduction
• Sales can be explained as “customer
performance”
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Quality
Quantity
Time
Cost
What Makes a Good Salesperson?
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Belief in product
Belief in yourself
Seeing a lot of people
Timing
Listening to the customer
Sense of humor
What Makes a Good Salesperson?
• Knocking on old doors
• Asking everyone to buy
• Following up after the sale with the same
aggressiveness you demonstrated before the
sale
• Common sense
What Do People Sale in Sports?
• Inventory
– Naming rights
– Electronic inventory
– Signage inventory
– Print inventory
What Do People Sale in Sports?
– Tickets and hospitality inventory
– Promotions inventory
– Community programs
– Misc. inventory
Direct Data-Based Sport Marketing
• “…an interactive system of marketing that
uses one or more advertising media to effect
a measurable response and/or transaction”
Typical Sales Approaches in Sport
• Telemarketing
• Direct mail
– Targeted, personal, measurable, testable,
flexible
– Ticket brochures
– Pocket schedules
– Posters
– Appeal letters
Typical Sales Approaches in Sport
• Personal selling
– Relationship marketing
– Benefit selling
“Club” Sandwich
• Season ticket equivalencies
• Advance sales
• Group sales
• Day of game/walk-up sales
Aftermarketing
• Defectors
• Customer service
Legal Aspects of
Sport Marketing
HSS 3000/5263
Sport Marketing
Dr. Brian Turner
Intellectual Property
• “…the exclusive right to their writings and
discoveries”
• 3 areas
Intellectual Property
• Draft a cease and desist letter to the alleged
infringer
• Seek injunctive relief
• Court trial
Law of Copyright
• Original works of authorship appearing in
any tangible medium of expression may be
granted copyright protection
Law of Copyright
• Works of authorship include
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Literary works
Musical works
Dramatic works
Choreographic works
Pictorial, graphic, and sculptural works
Motion pictures and other audiovisual works
Sound recordings
Architectural works
Law of Copyright
• Copyright Act grants the owner the right to:
– Reproduce and/or distribute copies or sound
recordings to the public by sale, rental, lease, or
lending
– Prepare derivative works
– Perform or display the work publicly
– Perform the work publicly by means of a digital
audio transmission
Law of Copyright
• Limitations
• Fair Use Doctrine
• Copyrights and sport events
Lanham Trademark Act
• Trademarks can last indefinitely
• 4 distinct marks are protected:
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Trademark
Service mark
Certification mark
Collective mark
Lanham Trademark Act
• Denied because:
– Merely the generic name
– Possesses immoral, deceptive, or scandalous
matter
– Disparages or falsely suggests a connection
– Possesses any insignia of the US, any state or
municipality, or a foreign nation
– Consists of a name, portrait, or signature of any
living individual without permission
– Merely a surname
Trademark Infringement
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Degree of similarity
Strength of the owner’s trademark
Price of the goods and other factors
Length of time the defendant has used the
trademark
• Intent of defendant
• Evidence of actual confusion
Ambush Marketing
• Occurs when an advertiser capitalizes on the
attention given an event by using tactics to
imply an official association with that sport
event
Ambush Marketing
• Purchasing advertising time
• Television right holders offer logos
• Direct advertising with individual teams,
athletes, or player’s associations
• Ticket giveaways
• Good luck or congratulatory message
• Nonsponsors market in, around, and above
event
Other Trademark Ideas
• Right of publicity
• Invasion of privacy
Patents
• May be granted to anyone who invents or
discovers any new and useful process,
machine, manufacture, or composition of
matter, or any new and useful improvement
– Cannot be granted for a mere idea
– Duration is 20 years