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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTERCHAPTER 22Marketing Basics

2.12.1 Marketing College Athletics

2.22.2 Economic Impact of College Athletics

2.32.3 Amateur Sports

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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETINGLESSON 2.1LESSON 2.1

Marketing College Athletics

GOALSGOALSExplain the importance of the NCAA

and team rankings to college sports.Define market segmentation.Discuss the growing market

surrounding women’s college athletics.

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Effects of Collegiate Sports

A winning team has economic implications for school, community, region, and state

Fan expectationPromotion of organization’s goods and

services

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Rules and Rankings

National Collegiate Athletic Association (NCAA)—the governing body of most college and university athletic programs

Creates and enforces guidelines and rules

NCAA Corporate Partners

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College Team Rankings

Why so much emphasis?#1 has lingering effects

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Market Segmentation

Market segment—a group of individuals within a larger market that share one or more characteristics

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Five Elements of Market Segmentation

Geographic segmentationDemographic segmentationPsychographicsProduct usageBenefits derived

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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

Women’s College Sports

NCAAWomen’s Enhancement ProgramIncreased fan supportMarketing opportunities in women’s

sports

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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETINGLESSON 2.2LESSON 2.2

Economic Impact of College Athletics

GOALSGOALSUnderstand the benefits of college

sports to the home community.Identify benefits of sponsorship and

licensing to a team.Explain the reasons for realignment of

college conferences.

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Benefits to the Community

Good for town businessHotelsRestaurantsRetailers

Good for stadium businessFood/restaurantsGift shops

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Sponsorships and Licensing

SponsorshipsGenerating revenueName-brand apparelCreate goodwill

LicensingLicense—the legal right to reproduce a

team’s logo in exchange for paymentProtect the use of the name and symbolsIdentify and associate logos

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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

Conference Realignment

Conference—a group of college athletic teams within the same region

Increase revenuesCreate new rivalriesPlayoff games generate additional

revenue

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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

LESSON 2.3LESSON 2.3

Amateur Sports

GOALSGOALSDiscuss marketing and sponsoring of

amateur sports.Understand the economic benefits of

amateur sports.

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SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

Popularity of Amateur Sports

Amateur athlete—someone who does not get paid but plays for enjoyment, challenge, or both

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Marketing and Sponsoring Amateur Sports

Provides significant income for manufacturers

Minivan and sport utility vehicleRetro sports jerseys

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Local Promotion of Amateur Sports

Fund-raising charity eventsHigh school athletic teams

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National Promotion of Amateur Sports

Promotion used to elevate the attention of consumers

Lance Armstrong and Subaru

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Economic Benefits

Minnesota’s exampleMinnesota Amateur Sports CommissionCreate economic development through

amateur sportsCreate maximum opportunity for sport

participationEstablish Minnesota as a national model for

the Olympic and amateur sport movement

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Economic Benefits of Specific Sports

Ice skatingSoccerBasketballBaseball and softball