THE SPORTS MARKET

The Sports Market Sports Marketing Profile Categories of Sports

Sports Appeal and Marketing Entertain people

Competition Spectacle of sports

Marketers sell: Sports Games Goods Services

What is Sports Marketing? Marketing- the process of developing, promoting, and

distributing products, or goods/services to satisfy customers needs/wants

Sports marketing- all the marketing activities designed to satisfy the needs and wants of sports consumers Focuses on:

The sport Event planning Promotion Financing Sponsorship

2 components: Marketing of sports (Advertising of Super Bowl) Marketing through sports (Gatorade promote products through

athlete spokesperson)

History of Sports Marketing Most firsts occurred in the 20th Century

Longest running endorsement deal in sports history (Wilson: Golfer Gene Sarazen from 1923-1999)

William “Bill” Veeck-Baseball games entertaining Player names on jerseys, giveaways,

exploding scoreboards, Wrigley Field’s ivy colored walls

Sports is ranked____ for big business/industry 11th

Studying Sports Marketing More than promoting sports events and

finding a sponsor for your next game Takes a simple gameAn exciting event Monday Night Football-began by

applying principles of SM SM is something you have to study

Careers in Sports Marketing Employment is expanding as the industry

expands Require action, creativity, and dedication

Sports journalists-new publications/books Sports marketing jobs:

Scriptwriter Producer Ticket agent Luxury-box sales representative Food and merchandise sales representatives Group-ticket salesperson

Categories of Sports Amateur High School College Professional

Amateur and Professional Sports People prefer various categories of

sports for different reasons High School-may know the players or went

to school College-may find it more competitive or

know them Professional-may think it is the best

Amateur Sports Amateur athlete-a person who does not get

paid to play a sport High school, college, recreational athlete Amateur sporting events attract a large amount

of fans, attention and money Draw sponsors b/c they draw so many people

Youth leagues Fans: family, friends, colleges and potential

sponsors Banners, booths, advertising to attract their target

market

Recreational Sports Begins with peewee leagues (Age 5-6) Youth leagues

Boys and Girls Clubs YMCA

Amateur Athletic Union (AAU)-established in 1888 as a non profit org. to encourage kids to play Teams gain sponsorships to play

Adults Softball, soccer, basketball, volleyball, kickball, skiing,

rowing, rugby Other-noncompetitive-scuba diving, rollerblading,

skydiving, rock climbing

High School Sports School spirit is affected by sports of the school Big win: local newspaper, community, pride Debate: Spending money on sporting events

National Federation of State High School Associations (NFHS)- set guidelines and ensure students benefit from a balanced educational and athletic experience

Tradition-encourages people to rally around the school and sporting events Disney’s Remember the Titans-influence of school and

community Regional considerations: Region influences sport popularity

Southern States-high school football-as imp. as college or prof. Central states- ice hockey Vermont-skiing Cali-surfing

College and University Sports Very popular, extremely competitive

Are collegiate sports more competitive than professional?

Larger universities vs. smaller one More sports offered, larger budget Ex: Water polo, rowing, fencing, etc. Ohio State’s athletic budget: One of the

highest in NCAA. Better staff, facilities

NCAA Sports National Collegiate Athletic Association

Governs college athletics Oversees important decisions pertaining to athletics Guidelines/rules are posted online ncaa.org

Ex: players cannot accept any form of pmt from a school or from companies Encourage legitimate amateur competition

Regulates all college athletics Including the marketing of sporting events If rules are broken NCAA has authority to eliminate teams from playing for

an entire season and can terminate an athlete's college scholarship Divisions

Created/determined by the characteristics of the school and level of competiveness

DI, DII, DIII Ranking has an impt. affect on the community and schools-higher rank=larger

crowd Most heavily marketed collegiate sporting event: NCAA DI Men’s

Basketball Championship tournament: March Madness Schools market to: 1. Potential markets to pay admission and buy apparel 2.

Potential students/players

Professional Sports Pro. Athlete-an athlete who has the will and

ability to earn an income from a particular sport Paid by employer: Team or organization Opportunities to earn extra income-endorsements

LeBron James: 3-yr contract of $12.96 million with a one-year option at $5.8 million. Nike endorsement=$90 mill.

Teams are businesses Get playersWinDraw crowds who buy tickets

and merchandise

Olympic Sports First recorded evidence: 776 B.C. in Greece!!

192 meter run. Then added discus, javelin, jumping, wrestling

Abolished in 393 A.D. b/c of Pagan influences by Roman Emperor Theodosius I.

1890-Pierre de Coubertin wanted to revive the games-formed a committee of 79 delegates International Olympic Committee (IOC)-plan and

oversee issues and decisions April 1896-Athens chosen for the revival

300 athletes from 13 countries participated Had to get there on own expense

Present-Day Olympics What is the Olympic goal? How often are the Olympics held? How many athletes competed in the

2002 games? What problems have the Olympics

faced? (list 3) In what year were corporate sponsors

used? What was the profit of the Olympics in

1932?

Present-Day Olympics What is the Olympic goal?

“To contribute to building a peaceful and better world by educating youth through sports practiced without discrimination of any kid and in the Olympic spirit which requires mutual understanding with a spirit of friendship, solidarity and fair play.”

How often are the Olympics held? Every 4 years How many athletes competed in the 2002 games? 2,399 What problems have the Olympics faced? (list 3)

terrorist attacks, illegal drug use, boycotts In what year were corporate sponsors first used? 1984 What was the profit of the Olympics in 1984? $225

million

Paralympics 1948- Sir Ludwig Guttman organized a

sports competition involving WWII veterans with spinal cord related injuries in England

Special Olympics-1968-Chicago, IL. Offers year round training and competition

in 26 Olympic-type summer and winter sports

Since 1968-served one million people in more than 200 programs in more than 150 countries

International Sporting Events ABC Network-The Wide World of Sports

show Introduced people around the world to

various sports and icons Wrist-wrestling, Soccer, Tour de France bicycle

race, cricket, rugby

Women’s Sports June 23, 1972-enactment of the Title IX, Education

amendment-advanced girls’ participation in sports Title IX-law that bans gender discrimination in schools

that receive federal funds 1970-71=294,000 girls in interscholastic sports 1998-99=2,652,000 Females received more than $212 million in

scholarships 1995-96. Tennis star Billie Jean King-key player in women’s

advancement in sports-won Wimbledon in 1962 Sports Illustrated “Sportswoman of the Year” in 1972-1st

time given to a woman

Extreme Sports Extreme sports-sports that involve

nontraditional, daring methods of athletic competition Generation X :Skateboarders, rollerbladers,

stunt bikers, snowboarders Marketers: Sports drinks, clothing

X Games