Sports Management

Sports ManagementSports ManagementCavite State University – Carmona Campus

Cavite State University – Carmona Campus

OUTLINE• Definition• Difference between sports marketing and

traditional goods and services marketing• Benefits of sports marketing• Sectors of sports marketing• The marketing of sports team and events• The marketing of products through sport• Sports sponsorship• Major elements of sports marketing

Rights Holders

• It include entities such as; the International Olympic Committee, NFL, NCAA, Major League Baseball, National Basketball Association, United States Olympic Committee and others.

Broadcasters

• Package and promote the events to a television audience and they count on advertisers to pay fees for commercial time when the broadcast is aired. Profit on these broadcasts is usually substantial, thus justifying the fees paid by the networks.

Facilities/Venues

• required to stage the events and the host team or facility also needs to make a profit. This model is particularly evident in professional sports where the local team sells in stadium advertising and tickets and, on occasion, local broadcast rights, thus providing additional revenue to the host team or facility or owner.

Promoters

• Frequently create their own events. Don King has been the consummate sports promoter by packaging professional boxing events in large venues and negotiating television rights and signing the athletes to fight for a large prize purse.

Buyers/Sponsors

• Pay enormous amounts of money to advertise their messages on the air, in stadiums/venues, on radio and in hospitality at the various events. The Olympics and NASCAR have been particularly successful as corporate entertainment venues.

Agents/Athletes

• Perform their artful craft in return for large salaries. Of course, these enormous salaries would not be possible if not for the tremendous amounts of money paid by the television networks.

Event Management/Operations • Finally, none of the events can be

staged without facilities. Management and operations of the sports venues is a business in itself. The sale of tickets, licensed merchandise, food and beverage and other operational tasks, generate revenue and create a sense of excitement around the events.

Group 1:• Jaymee Loyola• Veronica Legacion• Grace Ruth Villas• Lady Lyn Giray• Joan Lozana• Maryel Mendoza• Erah Almajo• Rosie Gabis

DefinitionDefinition

•Focuses both on the promotion of sports events and team as well the promotion of product and services.


• Sport marketing takes advantage of the athletes tends to be brand loyal and the fans tends to loyal to their athletes and teams.


• Sport marketing is simply any sales or publicity-related activity associated with an organized sporting event, its personality, or the celebrity lifestyle.


• Sport marketing is a subdivision of marketing which focuses both on the promotion of sports events and teams as well as the promotion of other products and services through sporting events and sports teams.


• The goal is to provide the client with strategies to promote the sport or to promote something other than sport through sports.


• Sports Marketing Mix•Planning•Packaging•Positioning•Perception

Difference between Sports Marketing and Traditional Goods/ Services

Marketing


Marketing

Sports Marketing

• It is building a highly identified, passionate fan base such that fans, sponsors, media and government pay to promote and support the organization for the benefits of social exchange and personal, group and community identity within a cooperative competitive environment.


Marketing


Marketing


Marketing


Marketing

Traditional Marketing

• Common marketing method.• Principles of Four Ps’• Require a substantial time and budget

to get the desired result.• Requires constant advertising for

months and it also requires a high budget, depending on the type of media the marketer is using.


Marketing


Marketing


Marketing


MarketingDimension Goods/services

1.Purchasers2. Adoption

3. Promotion & Media

• Customers• Loyalty—repeat

purchasers of the same brand (viz., lack of switching behavior)

• Owner pays media for promotion

Sports & Entertainment

• Fanatics• Psychological ide

ntification with individuals and teams that goes beyond mere loyalty

• Fans, sponsors, and media pay to promote team/event


Marketing



4.Distribution Channel

5.Product

6. Price

• Static; More site-limited

• Adapted

• Customer pays a given price for good/service


• Mobile; more flexible

• Global

• Two part: Fans frequently pay for the right to pay for ticket


Marketing



7. Facilities

8.Competition

• Corporate owner buys/builds own facilities

• Individual branding in competitive markets


• Government (taxpayer) typically pays for facilities

• Cooperative contractual relationships as monopoly power & anti-trust exemption.


Marketing



9. Exchange

10.Employees

• Principally economic exchange

• Contractual power favors owners


• Principally social exchange

• Contractual power favors employees (players)

Benefits of Sports Marketing


• It impulses membership, sales and recognition

• Help increase the company’s club’s or association performance

• Help to understand the customer and the marketplace



• Describes the marketing of products that are not sport-related through associations with sports

• It refers to the marketing of sports leagues and teams

• It can create fan loyalty for organizations that use it effectively

Sectors of Sports Marketing


• Sports marketing is divided into three sectors• Advertising of Sport• Use in of individual athletes• Sports to the public



• Marketing Strategy• Marketing of Sports• Marketing Through Sports• Grassroots Sports Marketing



• Grassroots Sports Marketing

• It is part of the field of marketing known as social marketing.

• This refers to marketing something that is of benefit to the public, and is normally done by government or charities rather than private sector organizations.

The Marketing of Sports Team and Events


Definition:• Marketing strategy which is

designed or developed a “live” activity, which has specific theme.

• Mostly, this kind of strategy is used as a way to promote, display, or exhibit different things, such as sports teams, a sport association, among others.

Events that exemplify this concept:



•Super Bowl•Olympic Games•UEFA Champions League•FIFA World Cup

Sports Marketing Agencies:



• Specialty firms that service the promotional and sponsorship needs of sporting events, teams and individual athletes.



Sport Marketing Professionals:

• Internal marketers that are responsible for promoting the team or event for which they work.

• Secure radio and newspaper spots to advertise upcoming games or device special offers and product giveaways to encourage attendance.



Ways to market a professional sports team:

1. Websites2. Email Campaigns for ticket3. Video Interviews4. Jersey or team merchandise

giveaways



Ways to market a professional sports team:

7. Public speaking engagements for star players

8. Community outreach

9. Selling merchandise



BRANDSTAND

• A patented interactive street legal towable vehicle that is used in industries including event marketing, experiential marketing, sports marketing, mobile marketing, and more.

• For sports teams and events, Brandstand gives teams the ability to maximize revenue opportunities before, during and after games thru:



BRANDSTAND



Premium Sponsorship and Signage Opportunity

►With the use of Rapid Panel System, it makes initial configuration and branding effortless



Premium Sponsorship and Signage Opportunity



Fan Development and Fan Assistance

►Using touch screen interfaces in every kiosk for data collection.



Fan Development and Fan Assistance



Off Premises Event Marketing

►Can be easily towed with an SUV to different areas where teams engage fans.



Off Premises Event Marketing



Portable Hospitability Solution

►Designed to increase food and beverage sales at numerous sports functions.



Portable Hospitability Solution

The Marketing of Products Through Sports


• Concept that has been used since 1980s.

• It is a marketing strategy that can be used in sports in two different ways.

• The use of marketing and promotion can be carried out through the sport or through the sports club:



• In the first case, the use of marketing is under responsibility of the different sporting associations.

• In the second case, the responsibility falls on the different sports clubs.



Endorsement• Marketing and promotion through the

sport and through the club involve sponsorship, corporate events and boxes, licensed merchandise, names and images.



“Sport is the only entertainment where, no matter how many times you go back, you never kno

w the ending.”



• This singular fact is used by marketing companies as an advantage.

• It will perceived the advertisements again and again.



• Marketing of sports reflects different than in other usual areas or common industries

• Operate on this field is a wide opportunities and diversities for the different companies.



Examples of marketing of products through sport

• Sponsorship of teams

• TV advertising during broadcast sports events

Sports SponsorshipSports Sponsorship

• It is a business relationship between a provider of funds, resources or services and individual, event or organization which offer in return some rights and association that may be used for commercial advantages.


The Role of Advanced Research in Sponsorship Acquisition

• Starts with the internal evaluation of the strengths and weaknesses of the sport organization.


Consumer Demographic Psychographics


Geographic The success and failure of the organization


Growth and decline popularity

Participation or attendance


Current and past sponsor

Relevant public relation


Media relation Community


Two major stages in research process:

1. Prospecting for sponsor


Two major stages in research process:

2. Determining the needs of sponsorship


Developing sponsorship proposal• Four main features that should be

considered as a framework for the agreement:

1. Goals and objectives2. Characteristic of the sport organization


Developing sponsorship proposal• Four main features that should be

considered as a framework for the agreement:

3. Compatibility between the potential sponsor and the sport organization4. Maximizing exposure for the potential sponsor


Exposure• Maximize exposure for the proposal

Types of Exposure• Media Coverage

• Broadcasting


Selling Sponsorship Opportunities• Five Stages

• Prospecting for customer

• Determining communication method

• Making contract and pitch

• Closing the Scale

• Servicing after selling

Major Elements of Sports Marketing

Major Elements of Sports Marketing

Sports Marketing uses marketing elements to meet the goals of a sports property:

•Product Strategies•Service Strategies•Pricing Strategies•Promotion Strategies•Distribution Strategies

Major Elements of Sports Management

Major Elements of Sports Management

The business of sports (or sports marketing) is made up of distinct segments.

Business

Sports Management