three sectors advertising sports events advertising sports events promotion/ sponsorship promotion/...

THREE SECTORShttp://www.youtube.com/watch?

v=2p_AqnG8kNs

ADVERTISINGSPORTSEVENTS

PROMOTION/SPONSORSHIP

ADVERTISESPORTS

PARTICIPATION

ADVERTISING SPORTS

SPECTATOR SPORTSThink of an example for each kind of event:

REGIONAL

NATIONAL

INTERNATIONAL

GLOBAL

LOCAL

World Series

2011 World Series CommercialPhillies AdvertisementPlayers - Jeter

PROMOTES:

PROMOTIONPROMOTION: When events, teams,

individual athletes promote products“Marketing Through Sports”

Examples?

MARKETING THROUGH SPORTSSponsorship Strategies

Traditional P& G and Olympics

Venue Naming Rights Coors Beer & Coors Field (Denver) Citizens Bank Park

Licensing See NASCAR

Endorsements Tag Heuer Watches Tiger Woods

SPORTS MARKETING

THE8

PsPlace

Perception PromotionPrice

Planning

Packaging PositioningProduct

SPORTS PROMOTION“GRASSROOTS” SPORTS MARKETINGIncreases participation & interest in sportsInfluences other forms of Sport’s Marketing

Growth of soccer in USA started with kids playing

TARGET MARKETDefined in the same way as other products and

services EXCEPT:Athletes and fans are “brand” loyalFans often “idolize” players/teams so will willingly

attend games & wear apparelGeography and Psychographics are easy to identify

SPORTS INDUSTRY GROWTHAttendance Growth

$135-350 Billion per Year Nearly Every Sport and League +

Media Coverage and Growth Main Stream and Alternative Sports Coverage Coverage Growing with Demand

Employment Growth 4.5 – 6 Million new Jobs from 1999-2001

Global Markets Expansion of Leagues & Marketing outside of U.S. Availability of News Media and Sports Reporting

Discover The World Of Sports Marketing; Use in Marketing OF Sports and THROUGH Sports