SEM1 1.03

CAREERS IN SPORTS AND

EVENT MARKETING

Why Learn About Careers in SEM?

• If you love watching or playing sports, •Going to concerts or fairs, •Planning meetings for school clubsYou might be interested in pursuing a career insport or event marketing.

1. Fast-paced, fun, and can be very rewarding2. Great number of career paths3. Accessible to people with different talents andInterests

Identify Types of Businesses that offer Careers in Sports/Event Marketing

• Teams (College, Professional, Amateur)

• Venues (Coordination & Sales)

• Sports Agencies• Parks & Rec Departments• Private Businesses• Sporting Goods Industry

(Retail, Sales, B2B)• Technology (Websites,

Apps, Research)• Media (Radio, TV,

Magazines)

• Event Planning• Fitness Industry• Agents• Marketing (Marketing

Research, Sales)• Public Relations

(Taylor)• Charities• Convention and Visitors• Hospitality Services• And many, many

more….

CAREERS in SPORT MARKETING

Mr. Dawson working at Charlotte Motor Speedway in public relations.

Careers in Sports Marketing1. Advertising2. Sales3. Ticket management4. Market research and development5. Promotions6. Merchandising7. Public relations8. Media relations9. Community relations

Job responsibilities in sport marketing

Director of Marketing

Responsibilities 1. In charge of all marketing efforts

2. Oversees marketing sub-departments

3. Creates marketing budget for the organization

4. Allocates money to all the directors working beneath him/her

Advertising

Design and create copy andillustrations for print,

broadcastand social media

Examples include:A. Designing a billboard adsB. Creating ads to attract newYMCA members

Advertising SalesA. Selling ad space in a team’s game-nightprograms

B. Selling verbal ads to be broadcast overthe public-address system at games

C. Selling ad space on the jumbo scoreboard

Ticket sales

A. Corporate sales• Selling private suite boxes to businesses

B. Group sales• Suite boxes or seats sold to social groups

or organizations

C. Season ticket sales• Selling season or “full membership”

tickets to individuals or companies

• Side note: This is an easy way to get into sports.

Ticket Management

1. Responsible for the entire ticket-office staff

2. Allocates tickets to their proper outlets

3. Keeps detailed ticket sales records

-Nick Skrabalak•Director of Ticket Sales at Charlotte Motor Speedway

•Adjunct Professor at Wingate University

MARKET RESEARCH and DEVELOPMENT

The systematic gathering, recording, andanalyzing of data about a specific issue, situationor concern and use that data to create and implement (to accomplish)plans.

This allows organizations to: 1. Identifies new markets2. Develop plans to enter new markets

PROMOTIONS

1. Sales promotion

2. Advertising promotion

3. In-game promotions attempts to communicatewith and entertain fans during an event.a. Mascot races, Kiss Cam,

4. Walk-in promotionsa. When you walk in the venue you receive a

freehat, T-shirt or poster giveaways

PUBLIC RELATIONS

1. Media relationsa. Distributes information

to the mediab. Write press releasesc. Develop media guidesd. Organize press

conferencese. Manage press box

PUBLIC RELATIONS CONT.

2. Community relationsa. Develops relationships with local

communityb. Plan sport camps and clinicsc. Plan community nights at games and

eventsd. Schedule public appearances for athletes

andcoachese. Respond to fan mail

CAREERS in EVENT MARKETING

Comparing Sports & Event Marketing

Similarities

• Depth and Breath of fields

• Employees with a variety of skills and interests

• Social media will continue to be very important in the future

Differences

• Event Marketing has broader scope

• More job opportunities in Event Marketing

• Event Marketing focuses more of business and corporate sponsorships

HOSPITALITY

•1. Coordinating travel schedulesa. Flightsb. Airport shuttles

•2. Reserving hotel rooms•3. Arranging meals•4. Arranging entertainment•5. Welcoming guests as they arrive•6. Passing out important papers and

schedules•7. Directing foot traffic

SPONSORSHIP MANAGEMENT

1. Securing corporate sponsors for events

2. Securing events for corporate sponsors by:

a. Helping them find events to sponsor that reach their target audience

b. Helping them find events to sponsor that are a good fit with their marketing goals

Volunteer and vendor coordination

1. Volunteer coordination

a. Delegate responsibilities

b. Assign workers where needed

2. Vendor coordinationOrganizes the following:a. Food standsb. Game tentsc. Rides

Personal Traits needed in SEM•Competitiveness•Positive attitude•Problem Solving•Detail Oriented•Leadership•Creativity•Adaptability

•Negotiation Skills•Flexibility•Time Management•Able to work under

pressure•Multi-tasking

ability•Initiative

Training for careers in SEM

•Firm educational background▫Marketing▫Sport Management http://youtu.be/SDF6l-

ORxfA▫Sport Communication ▫Business▫Hospitality and Tourism

•You must volunteer and do internships•Network: It’s about who you know and

who knows you?

Videos in Sport Management:

Baylor University: http://youtu.be/Soz9MbsracU