Marketing OF or THROUGH Sport?
Your local arena is selling tickets to a community hockey game.
What is marketing of sport?
This occurs when an organization exaggerates or misrepresents its environmental sustainability efforts.
What is greenwashing?
This occurs when a non-sponsor attempts to associate with an event without paying sponsorship fees.
What is ambush marketing?
A brand sets up interactive booths and giveaways at a stadium to engage fans directly with its product.
What is marketing through sport?
This theory explains why organizations may adopt sustainability messaging to maintain legitimacy.
What is legitimacy theory?
This platform made pseudo-sponsor tactics easier and more widespread to enable ambush marketing opportunities during the 2012 London Olympic Games
What is social media?
This type of marketing is primarily used by corporate sponsors rather than sport organizations.
What is marketing through sport?
The U.S. body that ensures companies clearly communicate environmental claims to consumers.
What is the Federal Trade Commission (FTC)?
The committee that applied strict rules to limit ambush marketing during London 2012.
What is the LOCOG (London Organizing Committee of the Olympic Games)?
The NFL launches its own streaming platform to broadcast exclusive games directly to fans, while also selling ad space on the platform to corporate sponsors.
What is marketing of sport?
(Even though sponsors are involved, the primary product being sold is the sport itself (game content subscriptions). The ad revenue is secondary monetization.)
This stakeholder group is most at risk of losing trust if greenwashing is exposed.
Who are fans (or consumers)?
When a brand pays for official rights to an event but faces competitors trying to associate without payment, this investment is at risk.
What is sponsorship?
A professional soccer club launches a sustainability campaign highlighting eco-friendly stadium renovations to increase season ticket sales.
What is marketing of sport?
(It involves sustainability (which feels like sponsorship or CSR), but the purpose is to sell the sport product (tickets).)
Murfree & Brison emphasize that misleading environmental communication violates this ethical marketing principle.
What is transparency?
This marketing concept, that reflects a sport organization’s overall value and fan loyalty, can be weakened if ambush marketing reduces the exclusivity of official sponsorship.
What is brand equity?