Marketing/Sponsorship
What is marketing
Task of creating, promoting, and delivering goods and services to consumers and businesses
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)
Definition of Sports Marketing
Consists of all activities designed to meet the needs and wants of sport consumers.
Define focus groups.
discussion groups
Define advertising.
paid messages through media
Definition of Sponsorship.
Partnering with a rightsholder for the purpose of gaining some benefit of that partner.
Define intercept interviews.
one-on-one interviews
Define publicity.
media exposure non paid
Definition of Sport Sponsorship.
Rightsholder can be a league, team, player, event - partner is some business organization (food/beverage corporation, clothing company, etc.)
Define pass-by interviews.
interviews in heavily trafficked areas
Define personal selling.
face to face presentations
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)
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