economy: sports marketing courtney sharpe and jamison sampson
DESCRIPTION
History Product placement 1870’s tobacco cards Main purpose changes OlympicsTRANSCRIPT
Economy: Sports Marketing
Courtney Sharpe and Jamison Sampson
What is sports marketing?-Field of marketing-Advertising, promotion, sales-Sporting events, players, teams-Includes all levels
History Product placement 1870’s tobacco cards Main purpose changes Olympics
Types of Sports
Marketing
Commercialshttps://www.youtube.com/watch?
v=mkcWmdwaTQE
Banners/Logos
Stadiums
Equipment
Sponsorships
Why is it effective?Role modelsHuge audienceSubliminal association with successPeople are passionate
Who does it effect?ChildrenFansEx-athletes with identity crisisThose interested in bettering health
Small ScaleTimbits Minor Hockey
Sociological Imagination “The vivid awareness of
the relationship between personal experience and the wider society.”- C. Wright Mills
Hey Big Spender NASCAR Being a primary sponsor
at Sprint cup costs 350,000-500,000$ per race
Celebrity Endorsements
Why? 1. Build brand equity2. Help people remember Ads 3. Believe the product results in
super star status4. Stand out How?
Strange endorsement deals
Tom Brady for Uggs
Joe Namath for Beauty Mist Pantyhose
Ray Lewis for Snuggie
SUCCESS STORIES
Lou Gehrig
George foreman
Danica Patrick
Jordan Michael Jordan Former NBA Basketball player Best of all time Built brand off himself
https://www.youtube.com/watch?v=xmPJlMajVi4
Scandals “You could pay tens of millions of dollars to partner these athletes and if you have to abandon this campaign it’s potentially a big loss in your books” – Shaun Crossner
Unrelated Advertising “a 30 second spot during the Super Bowl went for almost 3 million dollars”
“Sports Sponsorship accounts for the largest sector of the marketing industry.
Mean Joe Greene First time a non-sport
related company used sports for advertising (1979)
https://www.youtube.com/watch?v=-oaiV8MQH7shttps://www.youtube.com/watch?v=yqT1DUBtLcM
Kevin Clancy and Peter Krieg study
• 2007, 55% of participants when they think of Olympics think of Visa
Advantages/ disadvantages
“ sports are near and dear to so many people, they are already passionate about their favorite teams and sport activities, by sponsoring those companies or marketers hope to tap in on a key passion point and gain positive association by supporting this activity that people love” – Bill Chipps
Only one main downside
Could cost a million dollars
Case StudyKia motors Allowed kia to reach a large audience Links it to superiority in another field Involved with FIFA 2002Partner now until 2022
“Sports marketing success lies in predicting the unpredictable”
There is no guarantee the product will be successful just by using sports marketing
All it guarantees is that a different audience than normal will see the product
References http://teamsportsmarketing.com/the-text/the-fan
/why/http://www.marketing-schools.org/types-of-mark
eting/sports-marketing.htmlhttp://www.forbes.com/forbes/welcome/http://www.ft.com/intl/cms/s/0/ece33fda-ff90-11
e2-a244-00144feab7de.htmlhttp://businesscasestudies.co.uk/kia-motors/usin
g-sports-marketing-to-engage-with-consumers/marketing.html#axzz3qeezOERn
Referenceshttp://auto.howstuffworks.com/auto-racing/nasc
ar/nascar-basics/nascar-sponsorship.htm
http://www.sportsnetworker.com/2011/08/30/the-powerful-reach-of-sports-marketing/