Sports Marketing
Definition of Sports Marketing
Consists of all activities designed to meet the needs and wants of sport consumers.
Definition of Sponsorship.
Partnering with a rightsholder for the purpose of gaining some benefit of that partner.
Main focus of Matt Levine's research.
Increase fan attendance.
Define the sport marketing mix.
The controllable variables the company puts together to satisfy a target group (recipe for creating a successful marketing campaign)
Describe the communication skill.
Oral: ability to speak in public and make persuasive presentations about the product
Written: ability to prepare sales presentations, reports, analyses
Main focus/job of a marketer.
Create demand.
Definition of Sport Sponsorship.
Rightsholder can be a league, team, player, event - partner is some business organization (food/beverage corporation, clothing company, etc.)
Define focus groups.
discussion groups
Define advertising.
paid messages through media
Describe the data analysis skill.
Ability to use data to inform decision-making process
Analyzing databases, projecting returns on ticket sales/investments
Sports marketing specifically markets these 3 categories.
Products (apparel, footwear, equipment)
Services/Experiences (attendance at a sporting event, participation in sport)
Entities (leagues, teams, individuals)
This pioneer of sport sponsorship was the one of the first to partner with an athlete to sell their brand.
Nike
Define intercept interviews.
one-on-one interviews
Define publicity.
media exposure non paid
Describe the computer capabilities skill.
Expertise in all types of software - databases, spreadsheets, web page design, ticketing systems
Presentation software - Powerpoint, Google Slides/Presentations
Social Media tools
This pioneer was the first to capitalize on the term "official" as it relates to a sport product.
Albert G. Spalding
Define pass-by interviews.
interviews in heavily trafficked areas
Define personal selling.
face to face presentations
Describe the personnel management skill.
Skills to develop, motivate, and manage a diverse group of people to achieve goals/objectives
This pioneer capitalized on Arnold Palmer's popularity and secured him endorsement contracts.
Mark H. McCormack
What is the purpose of theses interviews and groups.
To gather marketing information for professional sport franchises
4 key concepts of sports marketing.
Product, price, place, promotion
Describe the sales skill.
Ability to convince potential consumers of the value and benefits of that product or service
Identify/recognize opportunities in the marketplace