ADAPTED FROM: SPORTS AND ENTERTAINMENT

MARKETING , GLENCOE MARKETING SERIES, 2005

Chapter 3:The Sports Market

What is Sports Marketing?

Marketing is defined as the process of developing, promoting, and distributing products, or good and services, to satisfy customers’ needs and wants.

Sports Marketing can be defined as all the marketing activities designed to satisfy the needs and wants of sports consumers.

Two major components: 1. The marketing of sports (i.e. Super Bowl, Olympics)2. The marketing through sports (i.e. Nike, Gatorade,

Goodyear)

Categories of Sports

Amateur SportsHigh School SportsCollege and University SportsProfessional Sports

Amateur Sports

An amateur athlete is a person who does not get paid to play a sport.

Therefore, a high school, college, or any other type of athlete, including a recreational player is considered an amateur athlete.

Amateur sporting events attract a large number of fans, attention and money.

Many communities have youth leagues, senior leagues, etc.

More and more common to see these events attracting a number of interested spectators and sponsors too. QUESTION: 1. Who might want to sponsor teams at Malvern/ within the Beach?2. How might they sponsor/ advertise?

High School Sports

Case study:

With a partner, choose a Malvern sports team and a possible sponsor. Analyse the relationship and be prepared to answer the following:

1. What sports team and possible sponsor have you chosen?

2. Why did you choose to pair these two? 3. How might the team benefit from the

sponsorship?4. How might the sponsor benefit from the team?

College and University Sports

Sporting events at the college level are very popular and extremely competitive – especially in the larger universities (primarily in the US).

In most cases, the larger schools also have larger budgets. This provides the university with the best possible facilities and support staff to encourage winning teams and positive promotion.

NCAA (National Collegiate Athletic Association) is a national organization that governs college athletics and overseas important decisions pertaining to athletics.

Professional Sports

A professional athlete is paid to play a particular sports.

A professional athlete’s income is paid by his or her employer, however: The employer may depend on major corporations to

pay the athlete’s salary (i.e. professional race car drivers)

The athlete may sign additional contracts with sponsors to earn additional wages outside of their team contract. It is not infrequent that this deal could actually pay more than their compensation from the team.

Case Study

Andrew Wiggins:http://www.theglobeandmail.com/sports/bask

etball/shoe-companies-lining-up-for-signature-of-canadian-basketball-phenom-andrew-wiggins/article14885819/

In pairs, complete a S.W.O.T. chart with regards to the possible 10 year - $180 million deal between Adidas and Andrew Wiggins.

Olympics

In the beginning… Recorded evidence shows the first Olympic games were held in 776 B.C. in

Olympia, Greece. The only event was a 210 yard run. Several years later there were other events such as discus, javelin, jumping, and

wrestling. They were played every 4 years for 1,200 years until they were abolished in 393

A.D. by the Roman emperor Theodosius I, because of their pagan influences The revival…

More than 2,500 years later in 1890 a young Frenchman began the revival of the Olympic Games.

International Olympic Committee (IOC) was formed In 1896 Athens was chosen as the location; approximately 300 athletes from 13

countries participated Present-day Olympics…

Include 77 member nations and 2,400 athletes. In 1984 the IOC allowed 43 corporate sponsors to sell “official” licensed Olympic

products. With new corporate sponsors, the 1984 Olympics were the first games to profit since 1932 ($225 million)

Paralympics

Began in 1948 when a sports competition in England was organized for WWII veterans with spinal cord related injuries was started.

Four years later competitors from Holland joined

This began the movement of the ParalympicsOlympic-style games for athletes with

disabilities were organized for the first time in Rome in 1960.

Paralympics Games continue to be held in the same year as the Olympic Games.