Introduction to Sports Marketing

Marketing

• What is Marketing? – • The process of developing, promoting, and

distributing products and services to satisfy customers’ needs and wants.

Marketing cont…

– Developing – studying customers to determine their wants & needs.

– Promotional Activities • Educate customers: Free samples of new chips at Wal-

mart• Create Interest/Desire: Movie Trailers• Make a Sale: Buy one get one free; 10% off

– Distributing – Where are items sold? • Store, online, phone

Development of Business

• Self-Sufficient –People did not rely on others to meet their needs.

• Bartering –Exchanging products or services• Specialization of Labor- Do what your good at

and focus on that. • Money System• Central Markets – Place where people could

buy and sell products.

Development of Marketing• Development of Marketing• • Marketing was not always a primary concern of businesses due

to:– Lack of technology– Lack of transportation)

• Advanced Technology + Improved Transportation = Competition • What do we have to do to get people to buy from us????

– Implement the Marketing Concept

Marketing Concept:

• Focusing on the needs of customers during the development and promotion of a product.

Who is your customer?

• Target Market – A specific group of consumers that an organization selects as the focus of its marketing mix.

Marketing Exchange:

• Transfer of something, tangible or intangible, between two or more parties.

Team Regular Fans

Team Corporate Sponsors

Team Vendors

Team Concessions

Marketing Mix – – Product – Price – Place– Promotion

Products• Products that a professional sports franchise

markets:– Team – players, name,– Experience – buying a ticket, going to game– Merchandise – featuring team logo, colors, name– Food, beverages– Sponsorships

Place

• How does a team “place” the products they offer?– Advertising with newspapers, TV, radio– Merchandise in retail locations, games and online

Price

• What role price plays in a sports franchise:– Pricing plans for radio and TV broadcasters to

broadcast games– Ticket pricing plan– Merchandise

Promotion

• A sports franchise promotes the products through:– Advertising in newspaper, TV, radio– Sponsoring events at the arean/stadium– Participating in events (All-star games, Super

Bowl)– Internet– Press Releases