SPORTS & ENTERTAINMENT MARKETING
The process of promoting and selling sports or entertainment products, events, athletes, teams, or experiences.
What is Sports and Entertainment Marketing.
A specific group of people a business or organization wants to reach with its marketing message.
What is a target market?
When a company pays to have its name or logo connected to a team, event, athlete, or venue.
What is sponsorship?
A planned competition or athletic contest marketed to fans, sponsors, and media.
What is a sporting event?
Product, price, place, and promotion are known as these.
What are the four Ps of marketing?
These are the people, businesses, or organizations that buy tickets, merchandise, subscriptions, or experiences.
Who are the consumers? (Customers)
Age, gender, income level, education, and occupation are examples of this type of market information.
What are demographics?
When a celebrity, athlete, or influencer publicly supports or promotes a product.
What is an endorsement?
Ticket sales, concessions, parking, merchandise, and sponsorships are examples of this for sporting events.
What are revenue sources?
In sports marketing, tickets, jerseys, game experiences, and streaming packages are examples of this part of the marketing mix.
What is product?
This is the way a team, athlete, artist, or event wants to be viewed by the public.
What is brand positioning?
Interests, values, lifestyles, attitudes, and personality traits are examples of this type of market information.
What are psychographics?
Nike paying a professional athlete to wear and promote its shoes is an example of this.
What is an endorsement deal?
This is the economic effect a major event can have on hotels, restaurants, local businesses, and tourism.
What is economic impact?
Discounts, premium seating, student tickets, and season ticket packages are examples of this part of the marketing mix.
What is price?
This type of marketing focuses on creating excitement and interest before an event, product launch, or season begins.
What is promotional marketing?
A sports team creating a student ticket night with discounted prices is an example of marketing to this group.
What is a student target market?
This is why companies sponsor major sporting events like the Super Bowl, Olympics, or World Cup.
What is to increase brand awareness and reach a large audience?
A city hosting the Final Four, World Cup, or Super Bowl would likely use this to attract visitors and spending.
What is event marketing?
Social media ads, commercials, flyers, email campaigns, and giveaways are examples of this part of the marketing mix.
What is promotion?
This is why sports and entertainment marketers must understand fan behavior, trends, and competition before creating a campaign.
What is market research?
This is the reason a company should not use the exact same marketing message for families, teenagers, and corporate clients.
What is because different target markets have different needs, interests, and motivations?
This is a major risk of using athletes or celebrities in endorsement campaigns.
What is the endorser’s behavior can damage the brand’s image?
This is why planning a sporting event requires attention to security, staffing, parking, concessions, promotions, and the fan experience.
What is event management?
The stadium, online ticket platform, school campus, team store, or streaming service all connect to this part of the marketing mix.
What is place?