lesson 2.3 sports are entertainment copyright © 2014 by sports career consulting, llc
TRANSCRIPT
LESSON 2.3
What is SEM?
Sports ARE Entertainment!
Sports are a form of entertainment
Entertainment may be presented in the form of sports
Watching a Broadway show
Listening to music on an mp3 player
Watching a movie
Watching a football game
Playing a game of soccer
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LESSON 2.3
What is SEM?
Copyright © 2014 by Sports Career Consulting, LLC
Technology’s Impact on SEM
Sports ARE Entertainment“I believe sports is entertainment. I know there’s athletic
excellence. But when I watch a game-let’s say I’m watching Charles (Barkley’s) show on (TNT)-it’s not just for the athletic excellence. Every piece of information is available in that telecast: scores, highlights, standings,
analysis-0-right? I watch it because it’s entertaining. It’s about being entertained. It’s about being consumed.
You’re a consumer, and you’re consumed by the entertainment, you’re engaged by the entertainment.”
- PETER GUBER
LESSON 2.3
What is SEM?
Copyright © 2014 by Sports Career Consulting, LLC
Technology’s Impact on SEM
Sports ARE Entertainment
ESPN broadcasts a number of events such as the national spelling bee and a hot dog eating contest. Because ESPN is the broadcaster, would you define those events as sports or entertainment?
LESSON 2.3
What is SEM?
Differentiating BetweenSports & Entertainment
Sports are“unscripted”
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Unscripted:
Consumers of sports do not know the outcome of the event in which they are participating
LESSON 2.3
What is SEM?
Differentiating BetweenSports & Entertainment
Sports entertainment relies heavily on
emotion
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Consumers of sportsproducts have anemotional investmentor interest in theoutcome of the event(winning vs. losing,close games vs. “blow outs”)
LESSON 2.3
What is SEM?
Differentiating BetweenSports & Entertainment
Sports exposedifferences
in customer loyalty
Customer Loyalty:
A customer decision to become a repeat consumer of a particular product or brand
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LESSON 2.3
What is SEM?
Integrating Sports with Entertainment
Cross Promotion:
The convergence of two entertainment properties working together to market products or services
Super Bowl Half-Time Shows
Major League Baseball / HBO’s ‘Game of Thrones’
ESPN’s ESPY Awards
Gorillaz new album / Converse
Pacers / Indy 500 promo
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LESSON 2.3
What is SEM?
Integrating Sports with Entertainment
Copyright © 2014 by Sports Career Consulting, LLC
Cross promotion can be an effective sales and branding tool for all parties involved
In 2014, ESPN also collaborated in cross promotional campaigns with the History channel to promote two hit shows, “American Pickers” and “Vikings” (the cross promo helped ESPN build awareness when they rolled out a brand new SportsCenter set)
LESSON 2.3
What is SEM?
Integrating Sports with Entertainment
Copyright © 2014 by Sports Career Consulting, LLC
Variety.com reports that a significant factor in ESPN’s successful launch of its Chicago-based
website on all things Windy City was cross promotion, suggesting the cable company used “plenty of cross-promotion as a way to attract
listeners to the site”
Cross promotion can be an effective sales and branding tool for all parties involved
LESSON 2.3
What is SEM?
Integrating Sports with Entertainment
Copyright © 2014 by Sports Career Consulting, LLC
It took just six months for ESPNChicago to become the city’s top sports site, attracting about 590,000 unique
visitors in the month of June alone while the city’s historic newspaper company’s (Chicago Tribune) online
sports section drew just 455,000 unique visitors
LESSON 2.3
What is SEM?
Integrating Sports with Entertainment
20th Century Fox engaged in several cross promotional efforts, including a tie-in with TNT and the NBA playoffs and
an advertising campaign with Farmers insurance, to promote the release of the film "X-Men: First Class”, yet the film was
largely underwhelming at the box office, yielding around $36 million less in its opening weekend than 3 of the other 4
installments of the film’s franchise (the third film, “X-Men”, did just as poorly)
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LESSON 2.3
What is SEM?
Integrating Sports with Entertainment
A badly botched a Spider-Man 2 promotion in which MLB had planned to feature the Spider-Man logo on each base
during the All-Star Game provides a cautionary tale to marketers considering cross promotional strategies.
The league received such opposition from fans and baseball purists that the promo was eventually pulled.
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What is SEM?
LESSON 2.3 REVIEW (ANSWERS)LESSON 2.3 REVIEW (ANSWERS)
Copyright © 2014 by Sports Career Consulting, LLC
1) Compare and contrast sports marketing and entertainment marketing
Sports are entertainment but several key differences separate the two: sports are unscripted, sports customers are extremely loyal and an emotional attachment is very prevalent in sports