Chapter 2 Marketing College Athletics Lesson 2.1.
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Transcript of Chapter 2 Marketing College Athletics Lesson 2.1.
![Page 1: Chapter 2 Marketing College Athletics Lesson 2.1.](https://reader034.fdocuments.in/reader034/viewer/2022051315/56649dbb5503460f94aac939/html5/thumbnails/1.jpg)
Chapter 2 Marketing College Athletics
Lesson 2.1
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INDUSTRY SIZE--$212.53BMajor Components (Billions)
0
5
10
15
20
25
30
COMPONENTS
TRAVEL
ADVERTISING
EQUIPMENT
TICKET SALES,PARKING, CONCESSION
TEAM OPERATION
GAMBLING
SPONSORSHIPS
MEDICAL
FACILITYCONSTRUCTION
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Categories of Sports
• Amateur
• High school
• College (collegiate)
• Professional
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Amateur sports
• A person who doesn't get paid to play.
• They attract fans( spectators), attention & money
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Collegiate Sports• Have a strong impact on the community• Very popular extremely competitive for many
as competitive as professional
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Rules and Ranking
• NCAA- National Collegiate Athletic Association
•Is a voluntary organization through which the nation's colleges and universities govern their athletics programs.
Govern competition in a fair, safe, equitable and sportsmanlike manner
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Main Purpose
• Vote on rules called bylaws. • Establish programs to govern,
promote intercollegiate athletics.• Govern competition in a fair, safe,
equitable and sportsmanlike manner,
• Integrate intercollegiate athletics into higher education
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• Obtain accreditation by accrediting agency
• Offer four sports for men and four for women.
• Comply with NCAA
• Cooperate with NCAA regulations& accept penalties
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Market Segmentation• Segment- group
of people within a larger market that share one or more characteristics
Basketball
Professional College
University of Kentucky
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Demographic segmentation
Product usage
Benefits derived
psychographics
Geographicsegmentation
ElementsOf
Segmentation
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Segment meanings
• Geographic- divisions of physical locations– (north, south, east, west)
• Demographics- income, profession gender and educations
• Psychographics- attitude and lifestyle toward a choice.
• Product Benefit- usage of the product and benefits received from it
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Women's college sports• New marketing
opportunities
– Soccer shoes
– Basketball
– Golf clubs
– State of art bats
– Racing bikes
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Chapter 2 Marketing college Athletics
Lesson 2.2
Economic Benefits
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Benefits to the Community
• Good for Town Business
–Builds up hotels, restaurants, shopping malls, gas stations and souvenir shops
• Good for Stadium Business
–Souvenir shops and food and beverage vendors
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• The promotion of a company in association with a property.
• A company gives money to fund a project
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More sponsoring
• Selling Stadium Rights. Sponsor pays for having the stadium name after the business.
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Sponsorship• Generating revenue for the college program. • Corporations benefits by selling their produce
during sporting events.– Hoping that the fans who like the team
purchase brands worn by team
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•Corporations team up with the prospect of sells • Adidas is going to be releasing college team editions of the Adidas T-Mac 6
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License- Legal right to reproduce and sell items with the teams logo
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Chapter 2 Amateur Sports
Lesson 2.3
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Marketing & Selling
• Amateur athletes need equipment, uniforms, shoes, lawn chairs, stadium seats, and coolers.– Who Benefits:
• Malls hotels• Restaurants• Gas stations