The Marketing Mix

Product

Objectives

• Discuss what separates Sport & Entertainment Marketing from Traditional Product Marketing

• Differentiate Sport from Entertainment Marketing

What Makes Sports and Entertainment Marketing Unique?

1. The marketing of the sport or event itself

2. The marketing of other products through sports

Marketing the Event

• Ticket Sales & Prices

• The Venue/Stadium

• Parking/Transportation

• Seating

• Concessions

• The Game/Event/Entertainment itself

Marketing the Event

When putting on an event you are marketing more than the sport or the

concert itself,

you are marketing the experience of being there.

What’s the difference between sport and Entertainment Marketing?

• Consumer Loyalty

• Product

• Revenue Stream

Differences in Consumer Loyalty

Consumer Loyalty:

When consumers are happy with a company’s product and become repeat customers.

Therefore

Differences in Consumer Loyalty

Job of the Sports Marketer:

Find a winning Team. Know what consumers want. Try to Deliver that product.

Differences in Consumer Loyalty

Job of the Entertainment Marketer:

Find a winning Formula. Try to know what consumers want. Create that product.

Differences in Product

• Consistency/Stability of sports products

• Variability/Changeability of the entertainment product

Difference in Revenue Stream

• Entertainment products have a greater potential to generate revenue from ancillary (related) products.– Products that make use of the original

creative idea or characters make a profit for the owner through sales, royalties, and licensing fees.

Difference in Revenue Stream

Promotional tie-ins Merchandise

Movie Rentals

TV Series

Books

Entertainment

Theater Sales

Difference in Revenue Stream

Sponsorships:– The promotion of a company in

association with a property (team, league)

Nascar Sponsorships

Difference in Revenue Stream

Endorsement:– The approval, use or support of a product

or idea, usually by a celebrity lending his or her name or image to a product.

Difference in Revenue Stream

Sponsors

Merchandise

Broadcast Rights

Sports

Tickets