SPORTS & ENTERTAINMENT MARKETING
What is the process of planning, promoting, selling, and distributing goods and services to customers?
Super Bowl ads, stadium sponsorships, athlete endorsements, celebrity appearances
WHAT IS A TARGET MARKET?
A specific group of consumers at which a product or service is aimed
WHAT IS ADVERTISING?
Paid promotion through media channels (TV, radio, online ads)
In event management, what does "planning" involve?
Deciding what needs to be done and whether the event is feasible (timeline, goals, budget)
Name the "Four P's" of the marketing mix.
PRICE
PLACE
PROMOTION
How can a sports team use celebrity appearances to promote a product?
By drawing fans' attention, creating publicity, and linking the celebrity's image to the product (endorsement/appearance)
Demographic: age (e.g., teenagers); Geographic: urban, suburban, rural (e.g., city residents)
What is the main goal of public relations for a team?
To create goodwill and manage the team's public image
Name two resources an organizer must arrange before an event (from the list).
Concessions, parking, security, staffing, transportation, venues, hotels
Which part of the marketing mix describes "where you are selling it"?
PLACE
WHAT IS ONE BENEFIT OF ATHLETE ENDORSEMENT FOR A BRAND?
Builds credibility, exposes brand to new markets, improves ad recall, adds glamor
Define psychographic segmentation.
Psychographic segmentation = grouping by interests, hobbies, values, motivations
Name two types of promotions (from the list) used to persuade customers to buy.
Examples: Advertising, Sponsorships, Endorsements, Sales Promotion, Content Marketing, Direct Marketing, Personal Selling, Public Relations, Digital Marketing
What does the "controlling" function do after an event?
Evaluating results and using feedback to improve future events (measure success, identify issues)
What are two goals of promotion? (Name any two.)
Explain why the fit between a celebrity and a brand's target market is important.
If the celebrity matches the target market's values and interests, the endorsement is more credible and effective
Give an example of behavioral segmentation for a sports product.
Example: customers who buy sports drinks because they exercise daily; or frequent ticket purchasers
What is the difference between proactive PR and reactive PR?
Proactive PR is image-building communications initiated by the team; Reactive PR responds to negative events or crises
List three characteristics a host city should have for major events.
Examples: large international airport, appropriate venues/stadiums, reliable public transportation, ample hotel rooms, strong hospitality industry, pleasant climate, diverse culture
Define social responsibility in marketing and give one reason it matters for sports teams.
Efforts to help the environment, communities, and non-profits; it improves public image and builds fan loyalty
Describe two ways sports and entertainment marketing overlap (give specific examples).
Examples: using concerts at sporting events; cross-promotion of movies and athlete endorsements; stadium ads during a sports broadcast promoting films/music
Create a short target market description (1–2 sentences) for a new line of athletic shoes aimed at high school students.
Example answer: "High school athletes (ages 14–18) who play team sports, value performance and style, and have moderate disposable income; they want durable, stylish shoes for practice and games."
Provide a short example of a press release headline a team might use after signing a major player.
Example headline: "City Stars Sign Two-Time All-Pro Forward — Team Strengthens Championship Push"
CREATE A sales pitch that could be used to persuade a city to host a major sports event (focus on benefits).
Example pitch: "Hosting this championship will bring millions in tourism revenue, fill hotels and restaurants, and raise the city's national profile. Our experienced event team will ensure safe, well-organized operations that benefit local businesses and create lasting community pride."