4.1 Event Marketing4.1 Event Marketing

Marketing The EventMarketing The Event

4.1 The Event4.1 The Event

4.1 Event Marketing4.1 Event Marketing

Standard FourStandard Four

Students will assess the importance of event marketing and entertainment in sports.

Students will assess the importance of event marketing and entertainment in sports.

4.1 Event Marketing4.1 Event Marketing

Event Marketing DefinedEvent Marketing Defined• Applying marketing principles to the

marketing and promotion of an event.– May or may not be team oriented

• Superbowl, NBA Finals, Stanley Cup Playoffs

– May or may not be “mainstream” sports oriented• X-Games, World Chess Championships• Movie Premier, Back to School Night

• Applying marketing principles to the marketing and promotion of an event.– May or may not be team oriented

• Superbowl, NBA Finals, Stanley Cup Playoffs

– May or may not be “mainstream” sports oriented• X-Games, World Chess Championships• Movie Premier, Back to School Night

4.1 Event Marketing4.1 Event Marketing

Event Marketing & EntertainmentEvent Marketing & Entertainment

• Sports Properties– Types of Properties

• VENUE – Stadium, Arena, Track, • LEAGUE• TEAM or CONFERENCE• ATHLETE, SPECIAL EVENT

– Uses of Marketing range from ticket sales to seat design

– Concert, Meeting, Conference…

• Sports Properties– Types of Properties

• VENUE – Stadium, Arena, Track, • LEAGUE• TEAM or CONFERENCE• ATHLETE, SPECIAL EVENT

– Uses of Marketing range from ticket sales to seat design

– Concert, Meeting, Conference…

4.1 Event Marketing4.1 Event Marketing

4.1 Event Marketing4.1 Event Marketing

EVENT MARKETINGEVENT MARKETING• Marketing of the

Event– Entertainment

Offerings– Dates, Times, Location– Special Offering:

Back Stage Passes…– Advertising &

Promotions– Event Evaluations– Other

• Marketing of the Event– Entertainment

Offerings– Dates, Times, Location– Special Offering:

Back Stage Passes…– Advertising &

Promotions– Event Evaluations– Other

4.1 Event Marketing4.1 Event Marketing

Event ComponentsEvent Components

• Concessions• Merchandising

Opportunities– For Event– For Sponsors

• Seating– Personal Seat Licenses*– Luxury Boxes**– Season Ticketing***

• Staffing & Training• Other

• Concessions• Merchandising

Opportunities– For Event– For Sponsors

• Seating– Personal Seat Licenses*– Luxury Boxes**– Season Ticketing***

• Staffing & Training• Other

4.1 Event Marketing4.1 Event Marketing

BrandingBranding• Leagues, Teams, Merchandise, and Events

are often branded to aide in marketing efforts.

Branding: – a company’s or event’s efforts to develop a

personality and make its products or services different from the competition.

• Leagues, Teams, Merchandise, and Events are often branded to aide in marketing efforts.

Branding: – a company’s or event’s efforts to develop a

personality and make its products or services different from the competition.

4.1 Event Marketing4.1 Event Marketing

BrandingBranding• Event Branding

Opportunities– Naming, Event Offerings– Promotions and Co-

Promotions– Sponsorship

Opportunities– Merchandising

Opportunities

• Event Branding Opportunities– Naming, Event Offerings– Promotions and Co-

Promotions– Sponsorship

Opportunities– Merchandising

Opportunities

4.1 Event Marketing4.1 Event Marketing

Merchandising OpportunitiesMerchandising Opportunities

•Licensed Products– Licensing: authorized use of a brand, brand

name, brand mark, trademark, or tradename with a good or service.

•Contractual Agreement•Company A uses Company B’s logo•Company A pays a ROYALTY or Fee

– Booming area of sports with players, teams, event names, and logos appearing on a huge selection of products.

•Licensed Products– Licensing: authorized use of a brand, brand

name, brand mark, trademark, or tradename with a good or service.

•Contractual Agreement•Company A uses Company B’s logo•Company A pays a ROYALTY or Fee

– Booming area of sports with players, teams, event names, and logos appearing on a huge selection of products.

4.1 Event Marketing4.1 Event Marketing

LICENSOR (Company “A”)

LICENSOR (Company “A”)

– Company with an “official” logo in demand

– EXAMPLE: Olympics– BENEFITS:

• Expand into new markets • Generate more awareness for

company/team

– DISADVANTAGES:• Lose some control* over product mix

– Company with an “official” logo in demand

– EXAMPLE: Olympics– BENEFITS:

• Expand into new markets • Generate more awareness for

company/team

– DISADVANTAGES:• Lose some control* over product mix

4.1 Event Marketing4.1 Event Marketing

LICENSEE (Company “B”) LICENSEE (Company “B”)

– The company reproducing an official logo– EXAMPLE: WILSON ATHLETICS

NCAA WEBSITE: Official Licensees– BENEFITS

• Positive association of products with event• Create brand awareness• Increase distribution possibilities• Charge higher prices

– DISADVANTAGES• Possible negative publicity with events /

athletes• Expensive

– The company reproducing an official logo– EXAMPLE: WILSON ATHLETICS

NCAA WEBSITE: Official Licensees– BENEFITS

• Positive association of products with event• Create brand awareness• Increase distribution possibilities• Charge higher prices

– DISADVANTAGES• Possible negative publicity with events /

athletes• Expensive

4.1 Event Marketing4.1 Event Marketing

Event SeatingEvent Seating• Personal Seat Licenses (PSL) –Next Slide

– Licenses purchased by ticket holder which entitles that person to buy that seat’s tickets

– Payments vary by team/sport/venue– Holds seats for that person

• Season Ticketing– Tickets bought for a block of games for a

season– Typically better quality seats in venue

• Luxury Boxes– Boxes typically purchases/leased by

corporations– Used for entertainment and business

meetings/games

• Personal Seat Licenses (PSL) –Next Slide– Licenses purchased by ticket holder which

entitles that person to buy that seat’s tickets– Payments vary by team/sport/venue– Holds seats for that person

• Season Ticketing– Tickets bought for a block of games for a

season– Typically better quality seats in venue

• Luxury Boxes– Boxes typically purchases/leased by

corporations– Used for entertainment and business

meetings/games

Personal Seat LicensesPersonal Seat Licenses• A personal seat license gives the holder the right to buy

season tickets for a certain seat in a stadium. This holder can sell the seat license to someone else if he no longer wishes to purchase season tickets. However, if the seat license holder chooses not to sell the seat licenses and does not renew the season tickets, the holder forfeits the license back to the team. Most seat licenses are valid for as long as the team plays in the current venue.

• The primary reason sporting venues offer PSLs is that the proceeds are used to help pay the debt incurred during the construction of the stadium or arena. Also, many supporters feel that such licenses essentially give fans ownership of the seat. Opponents of PSLs see this as another way to extract money from the sports fans.

• A personal seat license gives the holder the right to buy season tickets for a certain seat in a stadium. This holder can sell the seat license to someone else if he no longer wishes to purchase season tickets. However, if the seat license holder chooses not to sell the seat licenses and does not renew the season tickets, the holder forfeits the license back to the team. Most seat licenses are valid for as long as the team plays in the current venue.

• The primary reason sporting venues offer PSLs is that the proceeds are used to help pay the debt incurred during the construction of the stadium or arena. Also, many supporters feel that such licenses essentially give fans ownership of the seat. Opponents of PSLs see this as another way to extract money from the sports fans.

4.1 Event Marketing4.1 Event Marketing

4.1 Event Marketing4.1 Event Marketing

SPORTSCAPESPORTSCAPE• Why is attending a game better than

watching on TV? THE EXPERIENCE!

• The use of the venue to make attendance to a game “more than just a game” – Atmosphere, Color, Music, Motion– Sights & Smells, Tradition, Architecture

• All of these factors and many more shape the Fan’s perception of the event and his or her role in that event

• Why is attending a game better than watching on TV? THE EXPERIENCE!

• The use of the venue to make attendance to a game “more than just a game” – Atmosphere, Color, Music, Motion– Sights & Smells, Tradition, Architecture

• All of these factors and many more shape the Fan’s perception of the event and his or her role in that event

4.1 Event Marketing4.1 Event Marketing

Elements of SportscapeElements of Sportscape

• Aesthetics• Music• Colors• Smells• Lighting• Motion

• Aesthetics• Music• Colors• Smells• Lighting• Motion

• Parking• Seat Comfort• Seat Access• Sponsor Marketing• In-Game Entertainment• Signage• Replay Screens

• Parking• Seat Comfort• Seat Access• Sponsor Marketing• In-Game Entertainment• Signage• Replay Screens

Identify WHAT these are and WHAT THEY MEAN at an event

4.1 Event Marketing4.1 Event Marketing

Luxury BoxesLuxury Boxes• Provides opportunities for the

venue to:– Increase Sales

• High Dollar – Multi-Year Contracts

– Increase Attendance• Boxes Offer additional seating

– Increase Entertainment Experience• Offer more amenities for spectators

– Box sales can include other opportunities

• Food, Meet & Greet, Pre/Post Game Offerings…

• Provides opportunities for the venue to:– Increase Sales

• High Dollar – Multi-Year Contracts

– Increase Attendance• Boxes Offer additional seating

– Increase Entertainment Experience• Offer more amenities for spectators

– Box sales can include other opportunities

• Food, Meet & Greet, Pre/Post Game Offerings…

4.1 Event Marketing4.1 Event Marketing

Event EvaluationsEvent Evaluations

• Evaluations are on-going during an event

• Used to improve and manage offerings

• Typically conducted by management & staff

• Evaluations are on-going during an event

• Used to improve and manage offerings

• Typically conducted by management & staff

4.1 Event Marketing4.1 Event Marketing

SWOT EvaluationsSWOT Evaluations

• S = Strength– Things that went well, positive results

• W = Weakness– Things that went poorly, room for improvement

• O = Opportunities– Things/areas that can be improved, capitalized

• T = Threat– Things which could become a problem, area of

concern

• S = Strength– Things that went well, positive results

• W = Weakness– Things that went poorly, room for improvement

• O = Opportunities– Things/areas that can be improved, capitalized

• T = Threat– Things which could become a problem, area of

concern

4.1 Event Marketing4.1 Event Marketing

Component EvaluationsComponent Evaluations

• Sales Evaluations– Ticketing, Season Ticketing, Packages

• Fan Enjoyment Evaluations– Fan Reactions, Consumer Evaluations

• Return On Investment– Repeat Purchases – Individuals &

Corporate– Sponsorship Evaluations

• Venue Evaluations– Capacity, Perceived Crowding, Entry, Exit

• Sales Evaluations– Ticketing, Season Ticketing, Packages

• Fan Enjoyment Evaluations– Fan Reactions, Consumer Evaluations

• Return On Investment– Repeat Purchases – Individuals &

Corporate– Sponsorship Evaluations

• Venue Evaluations– Capacity, Perceived Crowding, Entry, Exit