Deca Sports and Entertainment Management

Ad Schedule

Organizes promotional message delivery.

Advertising

One-way mass communication paid for by an identified sponsor.

Amateur

Someone who is not a professional in a specific field. In sports, an amateur is an athlete who is not monetarily paid.

Amateur Sports Participant

Participants who do not receive compensation for playing a sport.

Ancillary Product

A product related to or created from the core product.

Arbitrary Allocation

Promotional budgeting based on "what I can afford."

Athletic Platform

The type of sports entity (team, sport, or event) determined to produce the best return on sports sponsorship objectives.

Audience

All individuals at or exposed to an event.

Barter Sponsorship

A form of sponsorship in which a company provides products, equipment, or services in return for affiliation with a sports or entertainment entity. Also called in-kind or trade sponsorship. Companies may combine money and barter sponsorship. For example, a company pays for a little league team's uniforms and equipment in return for placing its name and logo on the uniforms.

Behavioral Segmentation

Segmentation based on rate of use.

Borrowed Equity

Using the appeal of an event to market a product.

Brand

A company's identifying mark or logo.

Branding

A company's efforts at developing a personality and image.

Bundle Pricing

Selling several items as a package for a set price.

Category

Area in which sponsorships are classified, such as fast food.

Clutter

A drawback to sponsorship in which sponsors blend in with all the other promotions delivered at an event.

Competitive Parity

Promotional budgeting based on "follow the market leader."

Consumers

Individuals who use a product or service.

Convention & Visitors Bureau (CVB)

An establishment that provides services to businesses, residents, and tourists. Services include visitor guides, calendars of events, housing information, and attractions information.

Customer

An individual who makes a purchase.

Customer Loyalty

A customer's decision to become a repeat customer of a brand or product.

Demographics

Segmentation based on measurable statistics.

Direct Goal

A measurable and tangible goal.

Discretionary Income

Money left to spend after necessary expenses are paid.

Endorsement

In sports, a partnership between an athlete and a company in which the athlete receives compensation for promoting the company's goods or services. Endorsements, also called testimonials, are personal recommendations regarding the use or quality of a good or service. Consumers are more likely to purchase a good or service if a celebrity endorses it.

Entertainment

Any diversion, amusement, or method of occupying time that people are willing to spend their money and spare time on.

Entertainment Marketing

The process of developing, promoting, and distributing goods or services to satisfy customers' needs and wants through entertainment.

Event Manager

Oversees every aspect of an event. Researching, planning, and organizing are some daily tasks an event manager is expected to accomplish.

Event Marketing

All activities associated with the sale, distribution, and promotion of a sports event.

Evergreens

Films or products that are popular year after year. They are important because new generations of viewers who may be unfamiliar with them buy them.

Exclusivity

A sponsorship in which only one partner is promoted or allowed promotional opportunities.

Facility Aesthetics

The interior and exterior appearance of a stadium or event center.

Facility Guide

A listing of sports facilities in an area that may be reserved for sporting and other special events.

Feasibility

Evaluation of a sponsorship to determine "if it would work."

Gate Receipt

Total money from ticket sales for an event.

Geographics

Segmentation based on area, region, or climate.

Indirect Goal

A goal that can be felt but not directly measured.

Leveraging

Increasing a sponsorship with additional marketing efforts.

Licensee

A company or individual paying for the rights to use the licensor's name or property.

Licensing

An agreement giving a company the right to use another's brand name, patent, or other intellectual property for a royalty, fee, or as a merchandising strategy.

Licensor

The company that grants a license to another to use its brand, name, logo, team, or other property.

Luxury Box

Seating typically purchased or leased by corporations and used for business meetings and entertainment.

Marketing Segmentation

Separating consumers into smaller groups.

Marketing of Sports

Marketing principles used to market a team.

Marketing thru Sports

Marketing of a non-sports product during a sporting event.

Media

A method of communicating a message to a large number of people.

Mob Effect

A situation in which consumers feel it is socially desirable to attend special sporting events.

Naming Rights

Contractual agreements between a sponsor and a venue or event. A company or organization sponsors a sports or entertainment facility or event in return for its logo appearing in affiliation with that facility or event.

NCAA

National Collegiate Athletic Association; a national organization that governs college athletics and oversees important decisions pertaining to athletics.

Niche Market

A relatively small market with specialized needs.

Objective and Task

Promotional budgeting that funds a specific goal.

Organized Sport

A sport overseen by a sanctioning body.

Payola

An illegal payment by record labels to radio stations to persuade them to play the labels' records.

Percentage of Sales

Promotional budgeting using a set percentage of gross sales.

Personal Seat License

A license purchased by a ticket holder that entitles that person to buy that seat's tickets.

Personal Selling

Interactive and interpersonal promotions meant to develop relationships and increase customer satisfaction.

Piracy

The unauthorized use of an owner's or creator's music, movies, or other copyrighted material.

Producers

Individuals who supply a product or service.

Product Placement

An advertising approach in which commercial products and services are used within the context of certain media, such as a movie.

Professional

In sports and entertainment, an athlete or entertainer who is monetarily paid for their performance.

Professional Athlete

An athlete who has the will and ability to earn an income from a specific sport.

Promotional Mix

The combination of promotional efforts for a business.

Psychographics

Segmentation based on personal interests and activities.

Public Relations

Building a good image in the community through community involvement and goodwill.

Publicity

Unpaid, news-style mass communication about a product or company.

Record Clubs

Organizations in which members received free music records if they agreed to purchase additional records within a certain time period.

Retailer

A company that sells merchandise to the end user.

Return on Investment

Represents benefits to sponsors and advertisers for being involved in an event.

Revenue Stream

Various cash inflows, typically resulting from the sale of company products or services.

Royalty

A payment for material that has been copyrighted.

Sales Promotion

Retailer-focused promotion aimed at increasing short-term sales goals.

Season Ticket

Tickets purchased for a block of games during a season, typically with better-quality seats.

Season Tickets

A ticket bought at a set price that allows consumers entrance to every home game.

Signature Sponsor

A sponsor who has paid for the most exposure and is most promoted during an event or at a property.

Sponsorship

A corporate entity's involvement with a sports property to gain exposure and promote its products.

Sponsorships

The financing of a sports or entertainment entity, such as an athlete, league, team, concert, or event, by a business in return for recognition and affiliation. A sponsor can be a business, person, or organization. Financing may include money, products, equipment, services, or any combination of the four.

Sport

A typically competitive physical activity involving physical exertion or skill, participated in for pleasure or exercise.

Sports Agent

A business manager for an athlete who represents the athlete in contract negotiations, handles finances, deals with public relations, and more.

Sports Cape

The physical surroundings of a venue that impact spectators' desire to stay and return to the venue.

Sports Commission

A group created to support the creation and hosting of sporting events.

Sports Event Pyramid

A way to categorize sponsorship opportunities into five levels: global, international, national, regional, and local events.

Sports Intermediary

An organization that markets an event.

Sports Marketing

The process of marketing and selling the sports or entertainment property itself, or using sports to market products or services.

Sportscape

The physical surroundings of a stadium that impact a spectator's desire to stay at and ultimately return to the stadium.

Stadium as Place

Simultaneous production and consumption of sports events at a venue.

Syndication

Selling television programs to individual stations rather than networks.