Economy: Sports Marketing

Courtney Sharpe and Jamison Sampson

What is sports marketing?-Field of marketing-Advertising, promotion, sales-Sporting events, players, teams-Includes all levels

History Product placement 1870’s tobacco cards Main purpose changes Olympics

Types of Sports

Marketing

Commercialshttps://www.youtube.com/watch?

v=mkcWmdwaTQE

Banners/Logos

Stadiums

Equipment

Sponsorships

Why is it effective?Role modelsHuge audienceSubliminal association with successPeople are passionate

Who does it effect?ChildrenFansEx-athletes with identity crisisThose interested in bettering health

Small ScaleTimbits Minor Hockey

Sociological Imagination “The vivid awareness of

the relationship between personal experience and the wider society.”- C. Wright Mills

Hey Big Spender NASCAR Being a primary sponsor

at Sprint cup costs 350,000-500,000$ per race

Celebrity Endorsements

Why? 1. Build brand equity2. Help people remember Ads 3. Believe the product results in

super star status4. Stand out How?

Strange endorsement deals

Tom Brady for Uggs

Joe Namath for Beauty Mist Pantyhose

Ray Lewis for Snuggie

SUCCESS STORIES

Lou Gehrig

George foreman

Danica Patrick

Jordan Michael Jordan Former NBA Basketball player Best of all time Built brand off himself

https://www.youtube.com/watch?v=xmPJlMajVi4

Scandals “You could pay tens of millions of dollars to partner these athletes and if you have to abandon this campaign it’s potentially a big loss in your books” – Shaun Crossner

Unrelated Advertising “a 30 second spot during the Super Bowl went for almost 3 million dollars”

“Sports Sponsorship accounts for the largest sector of the marketing industry.

Mean Joe Greene First time a non-sport

related company used sports for advertising (1979)

https://www.youtube.com/watch?v=-oaiV8MQH7shttps://www.youtube.com/watch?v=yqT1DUBtLcM

Kevin Clancy and Peter Krieg study

• 2007, 55% of participants when they think of Olympics think of Visa

Advantages/ disadvantages

“ sports are near and dear to so many people, they are already passionate about their favorite teams and sport activities, by sponsoring those companies or marketers hope to tap in on a key passion point and gain positive association by supporting this activity that people love” – Bill Chipps

Only one main downside

Could cost a million dollars

Case StudyKia motors Allowed kia to reach a large audience Links it to superiority in another field Involved with FIFA 2002Partner now until 2022

“Sports marketing success lies in predicting the unpredictable”

There is no guarantee the product will be successful just by using sports marketing

All it guarantees is that a different audience than normal will see the product

References http://teamsportsmarketing.com/the-text/the-fan

/why/http://www.marketing-schools.org/types-of-mark

eting/sports-marketing.htmlhttp://www.forbes.com/forbes/welcome/http://www.ft.com/intl/cms/s/0/ece33fda-ff90-11

e2-a244-00144feab7de.htmlhttp://businesscasestudies.co.uk/kia-motors/usin

g-sports-marketing-to-engage-with-consumers/marketing.html#axzz3qeezOERn

Referenceshttp://auto.howstuffworks.com/auto-racing/nasc

ar/nascar-basics/nascar-sponsorship.htm

http://www.sportsnetworker.com/2011/08/30/the-powerful-reach-of-sports-marketing/