Sport MarketingChapters 1 – 2 BUSI 252Professor Conrad

http://courses.humankinetics.com/shell.cfm?pageid=31152

What is Sport Marketing?

Marketing of Sports Marketing

Through Sports

What is Sport Marketing?

▪ Consist of all activities designed to meet the needs and wants of sport consumers through exchange processes. ▪ Sport marketing has developed two major

thrusts: – the marketing of sport products and services

directly to consumers of sport – the marketing of other consumer and industrial

products or services using partnerships and promotions with sport properties

Discover Examples of Sport Marketing

Find a company website that practices the marketing of sport

Find a company website that practices the marketing through

sport

Marketing Myopia in Sport

▪ What the heck is “myopia?”

Marketing Myopia in Sport

▪ Product orientation▪ Winning fixes

everything▪ Marketing =

promotions?▪ Not know who all the

competitors really are

▪ Short-term over long-term▪ Crappy research▪ Poor sales and service▪ Arrogance and laziness▪ Lack of flexibility

What Makes Sport Marketing Unique?

Sport Product

▪ Goods, services, ideas, places and people– Playful competition, typically in some game form– A separation from normal space and time– Regulation by special rules– Physically prowess and physical training– Special facilities and special equipment

▪ Provides health, entertainment, sociability or achievement

Sport Product = A Service

▪ Intangibility▪ Perishability▪ Variability▪ Inseparability▪ Experiential▪ Strong personal/emotional connection▪ Little control over core product (the game)

Sport Market

▪ Competition AND cooperation▪ Fans are experts, or so they think▪ Annual life cycle▪ Global appeal▪ Linked to life

Sport Finance & Promotion

▪ Pricing is challenging–Traditional job costing–Total cost to consumer–More than ticket sales

▪ Media can help and hurt▪ Focus on individuals instead of team

Sport Marketing Management

Sport Marketin

g Mix

Product

Price

PlacePromotion

Public Relations

Marketing Planning Process

Vision, Position

and Purpose

Goals & Objectiv

es

Ticket, Sales and

Service

Integrate in Larger

Plan

Implement,

Control and

Evaluate

Step 1 – In the Beginning……

▪ Chapters 3 – 5 ▪ Core Vision▪ Understand the Client (WVWC & individual team)▪ SWOT▪ Competitor Analysis▪ Market Research▪ Understanding the Sport Customer▪ Segmentation/Target Audience

Getting Started

▪ What is the core vision of the WVWC Athletic Department as a whole?▪ What is the core vision of your specific team?▪ What is the history of WVWC athletics?▪ What is the history of your team?– Players– Coaches– Facility changes–Major benefactors–Memorable seasons