Sports Marketing Plan:AnAlternative Framework for Sports Club
Sports Marketing
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Sports Marketing Sports marketing is marketing products through the sponsorship of sporting events or the sponsorship of teams or equipment for sporting events.
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Transcript of Sports Marketing
Sports Marketing Sports marketing is marketing products through the sponsorship of sporting events or the
sponsorship of teams or equipment for sporting events.
ACTION PLAN – SPORTS MANAGEMENT
Consult bid
Define timing
Execute in stages
Region is ahead
Need to keep ahead
Requirements
Timing
Relationships
Capability
• Develop requirements profile of each event
• Develop gap analysis
• Define strategies to close gaps
• Recognise sport is key to business success
• Identify necessary local capabilities
• Harness existing capability
• Develop required capability
• Adapt current practices to suit market need
• Understand decision-making process
• Identify important relationships
• Develop and implement relationships building plan – regional, national, international
Sports engagement is just not about viewership The sports engagement is just not about the viewership. It is all about the sports worship.
MARKET INFLUENCERS
Purchasers Adoption Media Distribution Product Pricing Facilities Competition Exchange Employees
MARKET INFLUENCERS – AN OVERALL VIEW
Purchasers Adoption Media Distribution Product Pricing Facilities Competition Exchange Employees
Customers Loyalty Owner pays Static Adapted Single price
Owner buys existing or builds own
facilities
Individual branding in competitive
markets
economic
Contractual power favors
owners
MARKET INFLUENCERS – SPORTS COMMUNITY
Fans RecognitionFans,
Sponsors, & Media pay
Dynamic Global
Fan pays extra for
right to buy tickets
Government (taxpayers)
pay for facilities
Monopoly power
social
Contractual power favors players
Purchasers Adoption Media Distribution Product Pricing Facilities Competition Exchange Employees
MARKET INFLUENCERS – A PARADIGM SHIFT
Purchasers Adoption Media Distribution Product Pricing Facilities Competition Exchange Employees
Customers Loyalty Owner pays Static Adapted Single price
Owner buys existing or builds own
facilities
Individual branding in competitive
markets
economic
Contractual power favors
owners
Fans RecognitionFans,
Sponsors, & Media pay
Dynamic Global
Fan pays extra for
right to buy tickets
Government (taxpayers)
pay for facilities
Monopoly power
social
Contractual power favors players
sports marketing different from traditional marketingBy understanding the differences we can understand the effectiveness of sports marketing principles.
FANS VS. CUSTOMERSWhat are some things you have seen fans do at a game that customers at a grocery store never do for a favorite brand?
Customer
One that buys goods or services.
Fan
An ardent devotee;
An enthusiast
Fanatic
A person marked or motivated by an extreme, unreasoning enthusiasm, as for a cause
FANS PRICING
Pro
fit
Co
nsu
me
r Su
rplu
s
Cost of Sports Event, Product, or Service Provision
Pla
n*
Price of Sports Event, Product, or Service
Value of Sports Event, Product, or Service for the Fan
Val
ue
of
th
e T
ran
sact
ion
*Availability of Sports Event, Product, or Service Provision
Fans can pay any premium over the cost of product to avail the
services and product.
SPORTS IS CHANGING
We’ve recognized for several years that sport is part ofentertainment. The market now is really sports, fashion andmusic. We can’t expect to ignore reality and survive.
- Reebok president Robert Meers
