Sport Marketing Fundamentals
Fans & Consumer Behavior
Sponsorships & Branding
Data & Analytics
Ticketing & Pricing
100

These are the four elements traditionally known as the marketing mix.

What are Product, Price, Place, and Promotion?

100

What is fan identity?

When fans react to events affecting their team as if they happened to themselves.

100

In branding, this symbol primarily represents a team’s identity and values.

What is the logo?

100

In marketing analytics, KPI stands for this.

What are Key Performance Indicators?

100

These are an essential revenue source for teams and help maximize customer lifetime value.

What are season tickets?

200

Sport marketers often define their sport marketing job as doing this:

What is "create, communicate, and deliver value."

200

This factor most strongly shapes fan identity in early childhood.

What is family?

200

The added value and distinct identity a brand holds in the minds of consumers is known as this.

What is brand equity?

200

In sport marketing, CRM stands for this.

What is Customer Relationship Management?

200

These licenses give fans the right to purchase season tickets.

What are PSLs (Personal Seat Licenses)?

300

Traditional marketing emphasizes economic exchange, while sport marketing emphasizes __________ exchange.

social

300

Name 3 major revenue sources for most professional sport teams.

Corporate sponsorships

Broadcasting deals

Tickets

Merchandise

300

In sponsorship marketing, this term means actively engaging fans with a brand rather than just displaying a logo.

What is activation?

300

Looking at the results of a survey that a major competitor has done is an example of  _____ data analysis.

secondary

300

The basic economic theory for pricing?

Supply and demand

400

This process involves dividing a larger market into smaller groups based on shared characteristics.

What is market segmentation?

400

Describe the difference between "internal" and "external" sport marketing.

Fan experience vs. Sponsorship acquisition

400

The degree to which a sponsor’s brand aligns with a team’s values and audience is called this.

What is sponsorship fit?

400

Briefly describe "target market."

Market segmentation for a specific campaign.

400

According to social exchange theory, if a fan pays $100 for a ticket and feels the experience was worth more, this is the result.

What is a consumer surplus?

500

What distinguishes sport marketing from traditional marketing?

Uncontrollable outcomes; passion-driven consumption; fan identity; unique distribution, facilities, equipment; emotional connection; shelf-life; live-entertainment opportunities and challenges

500

These 3 M's are guide fan consumption behavior.

What is Meeting, Merchandise, and Media

500

Briefly describe "sponsorship exclusivity."

Only brand in that category.

500

The process of Generating new fans, Enlarging purchases, and Maintaining passion describe the goals of this approach.

What is precision marketing (GEM)?

500

A strategy where ticket prices automatically adjust based on demand and other factors.

What is dynamic pricing?