Chapter 2 Marketing College Athletics

Lesson 2.1

INDUSTRY SIZE--$212.53BMajor Components (Billions)

0

5

10

15

20

25

30

COMPONENTS

TRAVEL

ADVERTISING

EQUIPMENT

TICKET SALES,PARKING, CONCESSION

TEAM OPERATION

GAMBLING

SPONSORSHIPS

MEDICAL

FACILITYCONSTRUCTION

Categories of Sports

• Amateur

• High school

• College (collegiate)

• Professional

Amateur sports

• A person who doesn't get paid to play.

• They attract fans( spectators), attention & money

Collegiate Sports• Have a strong impact on the community• Very popular extremely competitive for many

as competitive as professional

Rules and Ranking

• NCAA- National Collegiate Athletic Association

•Is a voluntary organization through which the nation's colleges and universities govern their athletics programs.

Govern competition in a fair, safe, equitable and sportsmanlike manner

Main Purpose

• Vote on rules called bylaws. • Establish programs to govern,

promote intercollegiate athletics.• Govern competition in a fair, safe,

equitable and sportsmanlike manner,

• Integrate intercollegiate athletics into higher education

• Obtain accreditation by accrediting agency

• Offer four sports for men and four for women.

• Comply with NCAA

• Cooperate with NCAA regulations& accept penalties

Market Segmentation• Segment- group

of people within a larger market that share one or more characteristics

Basketball

Professional College

University of Kentucky

Demographic segmentation

Product usage

Benefits derived

psychographics

Geographicsegmentation

ElementsOf

Segmentation

Segment meanings

• Geographic- divisions of physical locations– (north, south, east, west)

• Demographics- income, profession gender and educations

• Psychographics- attitude and lifestyle toward a choice.

• Product Benefit- usage of the product and benefits received from it

Women's college sports• New marketing

opportunities

– Soccer shoes

– Basketball

– Golf clubs

– State of art bats

– Racing bikes

Chapter 2 Marketing college Athletics

Lesson 2.2

Economic Benefits

Benefits to the Community

• Good for Town Business

–Builds up hotels, restaurants, shopping malls, gas stations and souvenir shops

• Good for Stadium Business

–Souvenir shops and food and beverage vendors

• The promotion of a company in association with a property.

• A company gives money to fund a project

More sponsoring

• Selling Stadium Rights. Sponsor pays for having the stadium name after the business.

Sponsorship• Generating revenue for the college program. • Corporations benefits by selling their produce

during sporting events.– Hoping that the fans who like the team

purchase brands worn by team

•Corporations team up with the prospect of sells • Adidas is going to be releasing college team editions of the Adidas T-Mac 6

License- Legal right to reproduce and sell items with the teams logo

Chapter 2 Amateur Sports

Lesson 2.3

Marketing & Selling

• Amateur athletes need equipment, uniforms, shoes, lawn chairs, stadium seats, and coolers.– Who Benefits:

• Malls hotels• Restaurants• Gas stations