Sports Marketing Profile
Categories of Sports
2 Chapter Objectives
Define sports marketing. Identify the different categories of sports. Differentiate between amateur sports and professional sports. Discuss the significance of international sports. Explain the significance of women’s sports.
3 Sports Appeal and Marketing People spend time and money on sports because they feel excitement and are entertained by the competition and spectacle of sports.
Sports marketers sell sports, games, and services to these fans.
4 Sports Appeal and Marketing The two major components sports marketing all of sports marketing are: the marketing activities designed to satisfy the needs and wants of The marketing of sports sports consumers Marketing through sports
5 A Brief History
In 1923, Wilson Sporting Goods signed professional golfer Gene Sarazen to a deal that lasted until Sarazen passed away in 1999.
William “Bill” Veeck was inducted into the Baseball Hall of Fame for his innovations in sports marketing.
Linking athletes to corporations was the brainchild of agent Mark McCormack.
6 Careers in Sports Marketing Examples of jobs in sports marketing include:
Scriptwriter Producer Ticket agent Luxury-box sales representative Food and merchandise sales representative Group-ticket salesperson
7 From X-Games to E-Tainment The cyber-revolution has positioned Operating an e-tail businessthe Internet on anas electronica major channel channel for— the Web—can be costly,sports due to marketing. design, delivery, Case in returns, point: ESPN and operating expenses. Internet Ventures. From its humble
Though Many largerbeginnings dot-com companies in 1979 as crashed a small incable the TV1990’s, station small in Bristol, stores Connecticut, like Harris Cyclerythe Entertainment of West Newton, and SportsMassachusetts, Programming actually Network increase evolved sales into using ESPN, a basic Inc. Web Thensite. ESPN.com Today, a third became of Harris’s the hub bicycle of ESPN business on the rides Internet, in on coveringthe Web sports to get business hard-to- findnews, parts also and offering personal video service. games, e- tail stores, ESPN magazine, and more. Describe an e-business’s home page to your class after
Forviewing more informationone through on marketingseries.glencoe.com sports and entertainment marketing,. go to marketingseries.glencoe.com. 8 Section 3.1 Review
1. Define sports marketing.
2. Name a pioneer of sports and marketing and identify his or her contribution.
3. Name three jobs in sports marketing.
9 Variety of Sports
Sports and sporting events can be classified into the following categories: Amateur High school College Professional
10 Amateur and Professional Sports Sports consumers are not attracted only to professional sporting events. A sports consumer finds interest in the sport and not just the classification or level of sport.
11 Amateur Sports
High school, college, or any amateur athlete a person who does not get recreational player is paid to play a sport considered an amateur athlete.
Amateur sporting events attract a large number of fans, attention, and money.
12 High School Sports
The goal of the National Federation of State High Schools Association (NFHS) is to make sure that students benefit from a balanced educational and athletic experience.
In many communities, high school sports are a source of pride and part of tradition.
Regional influences affect the popularity of sports in the United States.
13 College and University Sports Sporting events at the NCAA a national organization that governs college level are very college athletics and popular and extremely oversees important competitive in all regions. decisions pertaining to athletics The National Collegiate Athletic Association (NCAA) posts its guidelines and rules on its Web site at www.ncaa.org.
14 Professional Sports
The income of a professional athlete an athlete has the will and professional athlete is ability to earn an income paid for by his or her from a particular sport employer, who is the team or organization. Professional athletes also have the opportunity to earn income from endorsements.
15 Professional Sports
Teams in professional sports are considered fully functional businesses.
It is the main purpose of teams to get the best players in order to win events and attract fans who will purchase tickets and merchandise.
16 Other Categories of Sports
Other categories of sports include:
Olympic Games Athletes with disabilities International sports Women’s sports Extreme sports
17 Olympic Sports
The first Olympic game was held in 776 B.C.
The Olympic Games grew and continued to be played every four years until they were abolished in 393 A.D.
The Olympic Games were revived in 1890.
The International Olympic Committee (IOC) plans the games and oversees issues and decisions.
The Amateur Rule was overturned in 1986. 18 The Wide World of Paralympics The Paralympic Games are Olympic-style games for athletes with disabilities.
In 1968, Eunice Kennedy Shriver organized the First International Special Olympic games.
Special Olympics currently serve one million people in more than 200 programs in more than 150 countries.
19 International Sporting Events Popular sports around the world include: Soccer (the World Cup) Biking (the Tour de France) Cricket Rugby Each of these sports provides entertainment to the sports consumer and new challenges to sports marketers.
20 Women’s Sports
The status of women in sports has advanced in the 20th century.
As early as 1932, Olympic gold medalist Mildred “Babe” Didrikson Zaharias not only excelled at most sports, she was also an impressive sports promoter.
21 Women’s Sports
On June 23, 1972, the enactment of Title IX, the Education Amendment, advanced girls’ participation in sports.
22 Women’s Sports
On June 23, 1972, the Title IX a law that bans gender discrimination in enactment of Title IX, the schools that receive Education Amendment, federal funds advanced girls’ participation in sports. Women’s amateur and professional sports organizations have taken substantial steps in involving women in sports. 23 Extreme Sports
Extreme sports are extreme sports sports that involve relatively new to sports- nontraditional, daring marketing efforts. methods of athletic competition Corporations have begun to market products toward a new target market by promoting extreme sport drinks, clothing, and other merchandise.
24 Sports Categories
Olympics Paralympics Recreational
Amateur Sports Extreme
High School Professional
College
25 SECTION 3.2 REVIEW
1. What are the four main categories of sports?
2. Which category is the most costly and marketed of all categories?
3. List three other categories besides professional and amateur sports that reflect the “wider” world of sports.
26 Checking Concepts
1. Define sports 1.2.3. SportsAnswersMarketing marketing of may sports is involves television and marketing. includeradioall the advertisements activities amateur that sports,aredesigned used toprofessional promote to meet an sports,theactual needs event high or and game,school like 2. Explain the differences the Super Bowl, the sports,Indianapoliswants of college sport500, or andthe between the marketing of universityOlympics.consumers Marketing sports, through sports and the marketing Olympicexchangethrough sports sports, occurs when companies, such as through sports. ParalympicNikeprocesses. or Gatorade, sports, internationalpromote their products sports to 3. Identify the different women’sthe consumer sports, by using a andconnection extreme to sport categories of sports. (typically using a sport sports.personality). continued 27 Checking Concepts
4. Explain why the sports 4.5.6. SportsAnSome amateur internationalconsumer athlete consumer is not just mayhassports thebe may interesteddesire include to attracted to professional inplaysoccer, the but basketball, does not sports. noncommercial,getjai alai, paid, bicycle while a competitiveprofessionalracing, cricket, nature athlete and 5. Name one difference ofhasrugby. amateur the will sports.and between an amateur ability to earn a athlete and a professional living playing athlete. sports. 6. Name five or more international sports. continued 28 Checking Concepts
7. Identify one significant 7.8. AthletesExtreme sports may attracts female athlete in sports includefans because Babe it involves nontraditional, history. daringZaharias, methods Billie of athleticJean King, competition. Martina Critical Thinking MediaNavratilova, exposure and others.through ESPN and 8. Discuss some factors promotional efforts by star extreme athletes that contribute to the have also contributed popularity of extreme to the growing popularity of those sports. sports.
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