Sports Marketing Pee Wee Leagues to College Football and the NFL

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<ul><li> Slide 1 </li> <li> Sports Marketing Pee Wee Leagues to College Football and the NFL </li> <li> Slide 2 </li> <li> Sports Marketing Long been an area of interest to students and businesses alike Primarily reflected in the sheer dollar volume of ticket sales, merchandising and TV rights sold </li> <li> Slide 3 </li> <li> Areas of Interest Professional and College Football and Basketball NASCAR Major League Baseball Tennis Golf Gambling??? </li> <li> Slide 4 </li> <li> Marketing Issues Product Branding BCM Design Merchandising Players/Coaches Prestige of City? Pricing TV Rights Ticket Prices Fundraising Distribution Location of Team Time and Place Games Played On-Site vs. Broadcast Promotion Advertising vs. PR Sales Promotions Direct Marketing Issues </li> <li> Slide 5 </li> <li> Current Events NBA West Finals Whats going on with the Lakers Steroids and baseball controversy Caminiti - MVP 1996 NASCAR and INDY controversies Star Wars and Spiderman continue to rule Friends top TV program for the season </li> <li> Slide 6 </li> <li> Other Topics of Interest Role of Women in Sports Role of the Media Importance of Personal Endorsements Sponsorships Fan Support </li> <li> Slide 7 </li> <li> College Football Pros Raises a bunch of money! TV rights, merchandising, tickets Increases national profile of the university Assists in recruiting for programs Engenders loyalty and enthusiasm with alums </li> <li> Slide 8 </li> <li> Fundraising Participation in Conference Proceeds National TV Rights (I.e., Notre Dame) Donations from Alums Ticket Sales </li> <li> Slide 9 </li> <li> College Football Cons Funds raised not shared Ethics considerations with grading, schedules and absenteeism Mission of the University Negative Publicity </li> <li> Slide 10 </li> <li> College Football Expenses of Program, Coaches, Travel, Opportunities Role of Alumni and Athletes and Coaches Perks and the NCAA </li> <li> Slide 11 </li> <li> Negative Publicity Alabama Football Coachs indiscretions/ Resignation Tennessee NCAA violations? Money issues </li> <li> Slide 12 </li> <li> Negative Publicity Academics vs. Athletics Vandy and its woes Stanford and Duke??? Distraction Element Examples Miami, SMU, TSU, Notre Dame Investigations Immediate publicity vs. long-term impact on program and university </li> <li> Slide 13 </li> <li> Debate of 1A vs. 2A Why should a school invest in the development of a 1A football program? What are the advantages and disadvantages? What are the payoffs? </li> <li> Slide 14 </li> <li> NCAA Concern and Debate Do the players get a fair deal? Coaches make $300K plus a year Universities generate merchandising, ticket sales, TV Rights $ Media sells papers, generates ratings and sells ads </li> <li> Slide 15 </li> <li> NCAA Concern and Debate NCAA bans players from any form of payment Universities provide educational expenses, room and board, travel arrangements and funds </li> <li> Slide 16 </li> <li> NCAA Concern and Debate Debate centers around questions of fair compensation No pie-sharing TV and recruiter exposure, free education 48% players violate rules </li> <li> Slide 17 </li> <li> NCAA Concern and Debate Possible Solutions Hold Firm and Enforce Policies Provide a Monthly Stipend Are all athletes equal? Gender and Sport Bias Issues? Professional Recruiting Limits? None before junior/senior year? Age limits? </li> <li> Slide 18 </li> <li> Women and Sports Perpetually under- funded and promoted Recent Court rulings require equal opportunity and access Tennessee Womens Basketball and Soccer teams have increased visibility WNBA </li> <li> Slide 19 </li> <li> Role of Women in Boxing First Male vs. Female Fight Shameless sideshow or equal time? Increased ratings? Interest in Muhammed Alis daughter KNOCKOUT VICTORY </li> <li> Slide 20 </li> <li> Women in Tennis Draw very respectable ratings Purses still lag behind mens Hurt by negative publicity Younger ages and lack of racial diversity of competitors a concern </li> <li> Slide 21 </li> <li> Product Issues Product Attributes Tangible atmosphere, sports performance, eat, drink and be merry! Intangible feelings of belongingness, nostalgia, hedonic consumption Branding Associated Images Ties to Cities, Schools* </li> <li> Slide 22 </li> <li> Product Issues Research shows that those organizations that develop a brand image that is distinctive to the area and target market most successful </li> <li> Slide 23 </li> <li> Distribution Location of teams Placement in new markets vs. established markets Geography of TV Coverage and Fan Appeal Timing of Games </li> <li> Slide 24 </li> <li> Promotion Sponsorships in golf and tennis Recall is high Audience very similar Sales Promotions Contests, free tickets and trips Merchandising and Specialty advertising Publicity Newsworthiness and coverage Advertising Superbowl Fox TV earned $150 million in ad revenues Ads sold for $2.5 m this year </li> <li> Slide 25 </li> <li> Promotion Role of marketing communications vital in establishing brand image Advertising Role of the message and medium separate Sponsorship Message and media elements inextricably linked </li> <li> Slide 26 </li> <li> Pricing Number and Level of Competitors Titans Tennessee Vandy MTSU Predators Sounds Out of Pocket Expenses $300 for a family of 4 with Titans </li> <li> Slide 27 </li> <li> Professional Sports Teams Four Distinct Target Markets Fans that attend games, watch and purchase merchandise TV and other media companies which purchase rights Communities that build facilities and support local clubs Corporations that may purchase teams outright, sponsorships, etc. </li> <li> Slide 28 </li> <li> Houston Deal for NFL Originally conditionally awarded LA an expansion Needed suitable stadium site $700 million fee; $310 million for stadium = total of more than $1 billion Nations #11 TV market (means ad revenues and merchandising No return of the Oilers moniker! </li> <li> Slide 29 </li> <li> Houston and the Billionaire New realignment of 8 divisions of 4 teams each Houston will return to AFC St. Louis and Arizona abstained in vote over realignment issues Promise of Superbowl in 2004 (probably) </li> <li> Slide 30 </li> <li> Prices of an Expansion Cleveland credit card magnate Al Lerner paid a mere $530 million for the new Cleveland Browns However, the Redskins and the stadium deal went for $800 million last year So the selling point went up from original projections of $350 million to $700 million + stadium </li> <li> Slide 31 </li> <li> Stadium Proposal $310 million $195 in public funds What was the reason Oilers originally left? Retractable dome Coaching Considerations Butch Davis? Season Opener in 2002 </li> <li> Slide 32 </li> <li> Superbowl Ad time initially sold for $2.5 million per 30 seconds As a result of teams participating value of ad space deteriorating..why? </li> <li> Slide 33 </li> <li> WCW vs. WWF Turners WCW significantly under performs relative to WWF Strategy to hire away the head writer of WWFs Smackdown, Raw is War and Sunday Night Heat! </li> </ul>


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