Sports

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Sports Entertainment Marketing

• Chapter 2 - College Amateur Sports

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2.1 Marketing College Athletics

• NCAA (National Collegiate Athletic Assoc) -
  governing body of college athletics.
• NCAAS overall goal is to promote college
  athletics.
• Conditions must be met by a college to join the
  NCAA.
• NCAA serves as a magnet for important sponsors.

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2.1 Marketing College Athletics

• College team rankings determined before the
  season.
• These preliminary team rankings provide promotion
  for a team.
• Highly ranked team yields high attendance, fan
  loyalty, respect, televised games.
• How does a national championship affect a
  colleges marketing program?
• Recruitment
• National recognition
• Manufacturer ads and sportswear

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2.1 Marketing College Athletics

• Market segment - a group of individuals within a
  larger market that share 1 or more
  characteristics. (millions of people in the U.S.
  enjoy NBA basketball, but a smaller group
  specifically enjoys the Bulls).
• 5 ELEMENTS OF MARKET SEGMENTATION
• 1) Geographic segmentation - dividing markets
  into physical locations. Tend to find sports
  fans loyal to their geographic regions.
• 2) Demographic segmentation - dividing markets
  by age, income, education, and gender.

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2.1 Marketing College Athletics

• 5 ELEMENTS OF MARKET SEGMENTATION
• 3) Psychographics - focus on characteristics
  that cant be measured such as lifestyle
  attitude choices.
• 4) Product usage - what products you use,
  how often why.
• 5) Benefits derived - the perceived value
  from the product or service.

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2.2 Economic Impact of College Athletics

• College athletics increase revenues in
  communities at hotels, restaurants, etc.
• Sponsorships - finance college programs help
  corporations sell their products during major
  events.
• Licensing - legal right to reproduce a teams
  logo in exchange for payment. Colleges license
  their logos for clothing, posters, etc. Clothing
  mfrs, for example, pay an agreed-upon amount to
  the college to sell sweatshirts with the college
  logo on it.

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2.3 Amateur Sports

• Amateur sports provide revenue for manufacturers
  (ex. equipment, clothing, etc.).
• Amateur sports, like professional sports, must
  also be marketed. How is your high school
  basketball team marketed?
• Economic benefits provided by amateur sports for
  community businesses, but also goodwill.

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