Chapter 3

The Sport Marketing Process

What is Sport Marketing?

“Sport Marketing is the process of designing and

implementing activities for the production, pricing,

promotion, and distribution of a sport product to

satisfy the needs or desires of consumers and to

achieve the company’s objectives.”

(Pitts, B.G. & Stotlar, D.K. 2007. Fundamentals of Sport Marketing. F.I.T. Publishers.)

Where does Sport Marketing come from?

There is a need for highly specialized professionals

working in the sport business industry.

It’s a content area of the Sport Business

Management field of study.

Fundamental information and knowledge

Fundamentals of sport marketing are based on the research and foundational theory and research of several fields, combined with the knowledge of professionals in the industry

Segments of the Industry• Participation Sports• Spectatorial Sports Events• Sporting Goods• Sports Media – Print,

Broadcast, Electronic• Sponsorship• Athlete Management• Sports Tourism and Travel:

Participation or Spectatorial

• Facility and Venue Design and Construction

• Licensing and Merchandising

• Sport Marketing Research• Web Sport Business• Sport Law Firms• Sport Event Management• Sports Medicine• Sport-Governing

Organizations• Advertising• Endorsement Management

Company

Research & Information Collection

Company Mission & Goals

Consumer Competitor Climate

Segmentation

Target Market Decisions

Sport Marketing Mix Decisions & Strategies

Marketing Management Strategies Implementation –

Management – Evaluation – Adjustment

The Sport Marketing Management Model

PriceProduct Place Promotion

Figure 3.3 The Sport Marketing Management Model

The 4 C’s

of Sport

Marketing:

What the sport

business needs

to study

Consumer: demographicspsychographicsgeography & geodemographicspurchase behaviorproduct usebehavioralistic

Company: mission & objectives brand strength market share financial resourceshuman resources competitive advantage marketing mix strategies

Competitor: the industry and marketplacecompetitors databrand strength market sharetrends financial strengthpositioning competitive advantage

Climate: economiclegalsocial and culturalpoliticalethicaltechnologicaleducationcommunitycorporate

Source: Pitts & Stotlar, 2007

Consumer

Behavioralistic

Geography

PsychographicsDemographics

Product Use & Function

The consumer and factors that affect marketing strategies

The company and factors that affect marketing

COMPANY

strengthsweaknessespositioning

financemission

market share

Marketing mix strategies

The competitor and factors that affect marketing

COMPETITOR

strengthsposition

trendsindustry

market share

product/price/place/promotion

The climate and factors that affect marketing

CLIMATE

industry

education economic

political legal

socialmedia

communitytechnology

community

The 4 P’s of Marketing Mix Strategies

Marketing Mix

Promotion(Communication

with the consumer)

PlaceGetting the

product to the consumer)

Price(Exchange

agreement with the consumer)

Product(What you create

for the consumer)

Company

Research & Information Collection

Company Mission & Goals

Consumer Competitor Climate

Segmentation

Target Market Decisions

Sport Marketing Mix Decisions & Strategies

Marketing Management Strategies

Implementation – Management – Evaluation – Adjustment

The Sport Marketing Management Model

PriceProduct Place Promotion

Figure 3.3 The Sport Marketing Management Model