Sports Marketing Ch 1

1. Stickiness of an idea
2. Reach of brand
3. Social Identity
4. Media Interest
5. Marketing Metric
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Terms in this set (18)
1. Stickiness of an idea
2. Reach of brand
3. Social Identity
4. Media Interest
5. Marketing Metric
Key Ingredients of a Successful Sport Branding Effort
Global Marketing Strategy
- Growth of North American professional sport leagues is a global phenomenon.
- Building sport participation has been a key tool in marketing sport brands on the international stage.
Weathering Recessions
Sport marketing has been affected by prevailing economic conditions.
Recessions have a major effect on sport brands:
- MLB Attendance decrease between 2002 & 2009
- MLB fans start to lose interest starting in the 1990s
Competitive Marketplace
- Leisure spending on spectator sports has decreased in the United States.
- Expansion of sport entertainment and participation options creates greater marketplace competition.
- Maintaining market share can be difficult for sport products.
- Popularity of some sports, such as action sports, is plateauing or declining.
Media Challenges
- The way that fans consume sport has evolved considerably, particularly with the explosion of new technology such as social media, mobile devices, and high-definition televisions.
- Popularity of newspapers is in sharp decline.
- Sport and media organizations must adapt to new means of reaching consumers.
Grassroots Stress
- Shifting economy and pressure on tax revenue spending have clearly affected high school sports.
- High school sport participation and spectator attendance play significant roles in sport popularity.
Sports Marketing
- All activities are designed to meet the wants and needs of sport consumers through an exchange process.
- Sport consumers are involved in sport through playing, officiating, watching, listening, reading, and collecting.
1.The marketing of sport products to the sport consumer
2. The marketing of sport and nonsport products through sport
Two Major Thrusts of Sport Marketing
Marketing Myopia
- Focus on producing and selling goods and services rather than on identifying and satisfying the needs and wants of consumers and their markets
- Belief that winning absolves all other sins
- Confusion between promotions and marketing
- Ignorance of competition inside and outside sport
•Sport marketing pioneers paving the way
-Bill Veeck, Tex Rickard, Mark McCormack, Don Canham, David Stern
•Improvements in sales training and methodology
•Institutionalized sport marketing knowledge and training
Broadening diversity
Change in the Sport Marketing Profession
- Sport Product - Sport Marketplace - Sport Finance - Sport Promotion - Showing strong and personal yet emotional identification - A variety of product and consumption - Dependence of Social facilitationUniqueness of Sport MarketingSport Product•Any bundle or combination of qualities, processes, and capabilities (goods, services, or ideas) that a sport consumer expects will deliver want satisfaction. •Sport marketers must understand why consumers make consumption decisions.•Pricing the individual sport product unit by traditional job costing is difficult. •The price of the sport product itself is invariably quite small in comparison with the total cost paid by the consumer. •Indirect revenues are frequently greater than direct operating revenues.Why Sport Finance Is UniqueBill VickMLB White Sox owner: helped get people to come to the game andUCLA vs HoustonPete RosdaleNFL commissioner who distributed money equally throughout the networksMark MccormikHead of IMG•Widespread media exposure is a double-edged sword. Media and sponsors emphasize celebritiesWhy Sport Promotion Is Unique