Sport Marketing

1
Sport Marketing

• An Introduction

2
In Sport Marketing, What Is Being Marketed?

• It didnt take me long to realize that the
  business of the Mavericks was not selling
  basketball, Cuban said. It was selling a fun
  night out and creating favorable brand
  identification with our team and our players,
  with the hope that people would be excited to buy
  merchandise, products and services from us.
  (Mark Cuban, owner of the Dallas Mavericks in
  Miracle Marketer by Todd)

3
Sport Marketing

• Consists of the application of marketing
  principles and the exchange process to the
  activities designed to meet the needs and wants
  of sport consumers including the marketing of
  sport products and services to consumers of sport
  and marketing of other consumer products or
  services through the use of sport promotions
  (i.e., selling of sport and selling through
  sport).

4
Sport Marketing

• Promotional and Sport Licensing
• Sport Sponsorship
• Branding
• Promotions
• Place and Distribution
• Public Relations, Media Relations, and Customer
  Relations
• Venue and Event Marketing
• Global Sport Marketing

• Marketing Research and Data-Based Marketing
• Market Segmentation, Targeting, and Positioning
• Strategic Sport Marketing Management
• Marketing to the Sport Participant and Consumer
• Sport Products
• Pricing Concepts and Strategies

5
Sport marketing myopia describes a failure to
provide a full range of services to meet the
wants and needs of customers.

• Confusion between marketing and promotionswhat
  are the differences?
• Ignorance of the competition inside and outside
  of sport
• Too focused on the short-term and a failure to
  plan and work for achieving long-term and more
  lasting goals
• Lack of market research
• Poor sales techniques

• Symptoms of sport
• marketing myopia
• Too focused on producing and selling sporting
  goods and services rather than meeting the wants
  and needs of customers
• Too focused on winning (something sport marketers
  have no control over)

Customer value is central to marketing.
6
The Sport Industry Consists of

• Consumersspectators participants corporations
  or businesses
• Productsgames events sporting goods sports
  information camps clubs
• Producers and intermediariesownership
  sanctioning bodies colleges and schools sport
  organizations sponsors media agents
  management manufacturers

• Sport participation
• Sport entertainment
• Sport products
• What are examples of each of these?

7
Spectator Sport

• Is an intangible, experiential, emotional, and
  unpredictable service product (the attitudes of
  consumers matter).
• Customers help create this service product
  through their perceptions of service encounters.