Exam 3 sport management (14,15,17,19)

sport marketing

all activities designed to meet the needs and wants of sport consumers through an exchange

• getting consumers to purchase product at price theyre willing to pay

sport consumers

players, officials, viewers, listeners, readers, etc

two major “thrusts” of sport marketing

1. the marketing of the sport product to sport consumer

   • ex: nike markets shoes; NFL markets to sell tickets

2. The marketing of sport or nonsport products through sport

• ex: sponsors (chevy logo on soccer jersey)

Sales

professionals who convince people to get involved in their company (ex: CEO of WNBA)

marketing is a …

complex function

Unique characteristics in sport

• aspects are intangible (memories)

• involves emotions

• subjective/heterogeneous (everyone has different feelings

branding

using name, image, design or symbol to differentiate a product

• brand awareness, image, equality, loyalty

4 P’s of marketing

• product

• price

• place

• promotion

product

• differenciate product from competitors

• create distinctive image of

Intellectual Property

logos; names, etc.

price

• easiest thing to change

• analyze and target an audience

• determine value of product

place

• where product is made (starting point) all the way to how it gets on shelves

• may focus on geographic location of target market (for a team)

promotion

• “advertising” is last step

• outbound communication

• educating/informing target audience

• persuading customers to purchase

advertising

any paid, not directed to individuals; clearly sponsored message conveyed through media

4 p’s example

product: chipotle food

price: cost of food

place: chipotle locations

promotion: buy one get one free if wearing jersey on specific date/ tied to NHL

category exclusivity

only one in category associated with league/team

• moes or qdoba won’t sponsor the same team chipotle does

Title/ naming rights sponsorship

• signage

• suites

• activation

• local ads

intellectual property

• NIL

• logos

• color schemes

• style

• trademarks/patents

SWOT Analysis

• Assessing internal strengths and weaknesses

• assessing external oppertunities and threats

The sport consumer

participant; spectator; purchaser of sport

segmentation

grouping customers based on common characteristics

• market segment

• target segment

• segment based on their motives, attitudes and perceptions

pro volleyball market segmentation example

characteristics: young volleyball players and families

demographics: bigger cities, middle and highschool girls

attitudes: big fans of volleyball; followers of top college volleyabll; new and exciting

history of purchases/activity: club volleyball; college volleyball game tickets/merch

3 key participation motives

1. achievement → extrinsic

2. social → run clubs; beer league hockey

3. mastery → intrinsic; golf; trying to get better at something

extrinsic vs. intrinsic

• extrinsic → rewards, money, prizes

• intrinsic → social, enjoyment, hard work

spectator motivation

diversion → a fun distraction

eustress → good stress; typically when you watch your favorite team

social interaction → making friends; interacting with others

“all things, to all people”

• marketers want to make something for everyone, address different motivations

consumer motivations

• varies depending on age (singles, couples, families, etc)

• motivates each group to buy different products (singles night; family packages)

• buy the same products but for different reasons

consumer perceptions

• perceiving sport as meeting particular need or motive

  • ex: location, safety, risk, waste of time

• satisfaction = benefit - cost

consumer attitudes

based on feelings, experiences and beliefs

• ex: football fans only liking football, not wanting to watch soccer

group influences on the sport consumer

external factors influences buying behavior

• people closest to us, groups associated us

• direct, indirect, and aspirational reference groups

reference groups

chosen based on what consumer has learned; can affect what a consumer has learns subsequently

socialization process

modeling, prompting and reinforcement

can produce → national pride and positive social interaction OR negative behaviors (disputes)

situational influences on sport consumer

• isolating influences of internal or external forces

• different contexts and situations result in different decisions

• a situation set on factors

differentiation

something that sets it apart from how it normally appears (ex: glow in the dark baseball)

situational influences

• physical or social surroundings

• task requirements

• time pressures

• antecedent states

ex: misters on fruits and vegetables in the grocery store

common progression in consumer decision making process

• recognizes a need or problem

• seek information to resolve problem

• determines purchase options

• evaluates alternatives

• makes purchase decision

• engages in post purchase evaluation

Sales is the lifeblood of business

ticket sales drive attendance and in stadium revenue; attendance drives sponsorship sales

all about “buts in seats”

ticket sales should be priority

sales

process of moving goods and services from hands of those who produce them into hands of thos ewho will benefit most from their use

building customer relationships

• listen to customers needs

• do what you say

• under promise and over deliver

• customize payment terms and timing

• show your appreciation

• always be in contact

• MAKE IT EASY

sport communication

methods for communicating about sports in a variety of formats, media and context

media relations

• facilitating coverage of sport properties and brands

• initiating, guiding and pitching stories

• all about developing relationships with media thats mutually beneficial

two types of media

payed media → buying coverage

earned media → covered by choice (good stories)

public relations

• team or brand communicates directly to public and fans

• may use company blog, social media, etc

• all media relations is also pubic relations!

community relations

• create positive attention for team or brand through charity or community area

• makes you “look good”

• ex: players going to read at elementary school

communications model

sender → (encode) → channel → (decode) → receiver

encode

the message; put it in a way people will understand

sender

who wants publicity; the source

channel

(media); social media; the news; ect

decode

seeing the image and interpreting/ understanding it

receiver

the audience

noise

all the extra information and distraction

feedback

how does the receiver respond

case study: commanders going DC

• drives economy in DC

• win for DC gov

• access to NFL in metro district

• establishes surrounding area (apartments, shopping, hotels, etc)

• roofed stadium → can host major events

communication channels

everyone consumes media in all different ways

traditional medai

newspapers, radio, television

new media

internet, social media

sport communication

many marketing functions are typically grouped with communications functions → advertising, PR, research, community relations

one way models

“spray and pray” → traditional media

two way models

consumers can talk back → new media (likes, reposts)

media relations

coverage generated by community efforts

• writing news releases

• plan news conferences

• managing press box

• stats

case study: world cup host city bid process

• rights holder: FIFA

• goal for host city: economic development

why do countries want to host major events?

economic development and impact; defending building infrastructure

single purpose facility

designed for one sport (tennis court; golf course)

Specialized facility

designed for specialized event (ice arena)

multi purpose facility

designed to host a variety of events (football stadium)

Non Traditional Facility

may not have traditional aspects, like a roof or seating area (skate park)

what do all facilities have in common

• seating

• concessions and merch

• restrooms

• parking

• hospitality

• ticketing

• security/PA system

what does hospitality look like in sports

• food and beverage

• ticketing

• private space

Ex: sponsored tents; luxury suites

Safety

Always number one priority

• crowd control

• communication

• facility set up

event management

event is PRODUCT: similar structure to pro team’s business side

staging event - alcohol policies

• PRICING

• stop selling at certain point during event

• limit number you can purchase

• always having insurance and COPS

Case study event management

SoFi stadium

• influences surrounding neighborhood

• popular and thriving market in LA

• multi - purpose stadium