CH2 SPORTS MARKETING

Utilitarian Consumption

Consumption undertaken as a practical means to an end. It focuses on a functional benefit.

Hedonic Consumption

Consumption undertaken to create fun, pleasure, or excitement. It focuses on the sensory experience.

Functional vs. Sensory Benefits

Functional = practical/useful benefit. Sensory = pleasure, excitement, fun, or experience.

Motives That Influence Sports Consumption — categories

Social, psychological, personal, and economic factors can motivate sports consumption.

Social Motives

Include family and group affiliation—sports can connect people with family or social groups.

Psychological Motives

Include self-esteem and escape. Sports can make people feel good about themselves or provide a break from everyday life.

Personal Motives

Include aesthetic enjoyment, entertainment, and sensory stimulation.

Economic Motive

Financial/economic considerations can influence whether and how someone consumes sports.

High Involvement

Strong involvement that is often emotion-based (affective). Fans have passion for the brand win or lose, and the team may become part of their self-concept/identity.

Low Involvement

Weaker involvement that may be situation-based or geography-based rather than deeply emotional.

Situation-Based Involvement

Following or watching because something is a special event, rather than because of long-term loyalty.

Geography-Based Involvement

Liking a local team because of civic pride or regional connection.

Five Fan Connection Points

Star Power, Family, Socialization, Community, Participation.

Star Power

Connection to a sports property because of players/coaches. The slides also discuss executives and standout facilities in this section. Heavy reliance on players creates a risk because players can leave or be traded.

Family

Fan connection that often starts at an early age through family influence. The slides describe family as potentially one of the strongest core influences.

Socialization

Sports provide social currency, an icebreaker, a common bond, and a way to feel like part of a group.

Community

Connection based on geography and civic pride. People often identify the team with the region it represents.

Participation

Playing a sport can increase engagement and sports knowledge. Youth participation programs can create future knowledgeable fans.

Cognitive Involvement

Involvement based on thinking about, learning about, and gaining knowledge of the sport.

Affective Involvement

Emotion-based involvement—passion and emotional attachment to a sport/team.

Cognitive vs. Affective Involvement

Cognitive = thinking/knowledge. Affective = feelings/emotional attachment.

Direct Consumption

Attendance at a live sporting event. It contributes to game attendance and other venue-related revenue.

Factors Affecting Direct Consumption

Perceived options, sport/team identification, personal incentives, and marketing incentives.

Perceived Options

Alternatives consumers consider when deciding whether to attend: alternatives, future availability, financial requirements, convenience and comfort.

Alternatives

What else could I do with my entertainment/sports dollar?

Future Availability

Is this game unique, or will tickets/the experience still be available later?

Financial Requirements

What will attendance cost?

Convenience and Comfort

Factors such as seating, distance, parking, weather, and availability of alternative ways to consume the event.

Sport/Team Identification

The degree to which the sport/team represents a person's identity. The slides call it potentially the most impactful determinant of attendance and describe these consumers as very loyal.

Personal Incentives

Reasons for attending related to intrinsic aspects of the sport, social incentives, and value-added elements of the event.

Intrinsic Aspects of the Sport

Whether the person finds the type of sport or competition itself appealing.

Social Incentives

Whether attendance creates a common bond with friends, family, or other attendees.

Value-Added Elements

Parts of live attendance that cannot be replicated through indirect consumption.

Price-Based Incentive

Ticket discounts or limited-time offers for ticket packages.

Benefit-Based Incentive

Providing added value, such as an all-you-can-eat package.

Reward-Based Incentive

Giving attendees a special reward, such as T-shirts or other game swag.

Marketing Incentives

Marketing-controlled factors that encourage attendance, especially marketing communications, promotions, and physical environment.

Promotions

Incentives that increase the perceived value of attendance, such as fireworks, T-shirts, or bobbleheads.

Aesthetics

The look and feel of the physical