Sport Marketing Beginnings

In what decade did baseball cards first appear in cigarette packages to increase loyalty?

1870s

What was the first paid endorsement associated with Louisville Slugger bats?

Honus Wagner’s signature

What is significant about Fenway Park, which opened in 1912?

It was the first professional baseball stadium.

What year was the Goodyear Blimp used for public announcements?

1925

Which athlete was featured on Wheaties in 1934?

Lou Gehrig

What event marked the first TV broadcast of college basketball?

1939

How is the sport product described by marketers?

Intangible, inconsistent and unpredictable, simultaneously produced and consumed.

Why is emotional attachment a challenge for sport marketing?

Fans have deep loyalty to teams.

What is a double-edged sword in sport marketing?

Widespread media exposure that promotes athletes but leads to scrutiny.

What are common symptoms of marketing myopia?

Lack of research, short-term promotions, poor sales, ignorance of competition.

What does SWOT stand for in a SWOT analysis?

Strengths, Weaknesses, Opportunities, Threats.

What does the BCG Matrix evaluate?

Market penetration, diversification, market/product development.

What are the five forces in Porter’s Five Forces model?

Rivalry, New Entrants, Buyer Power, Supplier Power, Substitutes.

What do the five P's in sport marketing refer to?

Product, Price, Promotion, Place, Public Relations.

What does Kotler's Black Box represent in marketing?

Stimuli (External) → Mind (Internal) → Response (Purchase/No Purchase).

What are economic factors in sports marketing?

Impact of macroeconomics and microeconomics on consumer spending.

How do technology advancements affect sports marketing?

Through wearable tech, digital ticketing, and social media engagement.

How can political factors influence sports marketing?

Political influences shape regulations in sports.

What are situational factors in consumer behavior?

Personal beliefs and attitudes that influence fan loyalty.

What drives consumer preferences in sports marketing?

Beliefs, attitudes, and motives.

What type of data is syndicated data?

Data collected by third-party sources for market segmentation.

What is the purpose of custom research in sports marketing?

Tailored research to understand consumer behavior.

What segmentation method divides consumers by usage frequency?

Product usage segmentation.

What is the 80-20 rule in marketing?

80% of revenue often comes from 20% of customers.

How is state-of-being segmentation defined?

Segments the audience by demographics and psychographics.

What is unique about a sport product?

It includes both tangible and intangible elements.

What is a Unique Selling Proposition (USP)?

The distinguishing feature that sets the sport brand apart.

What does brand equity result in?

Price premiums, corporate interest, and fan loyalty.

What forms strong brand associations?

Logos, mascots, rivalries, and team performance.

What is a line extension in branding?

Variations of the same product targeting different segments.

What does sponsorship in sports create?

A triangular relationship involving three groups: sponsored property, corporate entity, and consumers.

What are common sponsorship elements?

Logo rights, exclusive category association, media assets.

What has driven growth in sport sponsorship?

Shifts in spending by traditional industries and increased reach.

What is lifestyle marketing?

Creating products and promotions that fit specific audience segments.

What are the key components to measure sponsorship effectiveness?

Audience demographics, ROI (Return on Investment), and ROO (Return on Objectives).

In the eight-step process of sponsorship sales, what is the first step?

Research the category and prospect.

What is the goal of public relations in sports marketing?

To build relationships between organizations and the public.

What is a key task in public relations?

Crisis management and community relations.

How does non-price promotion impact loyal fans?

Provides tangible incentives but must consider their impact.

What activities are included in promotional forms of marketing?

Paid Media, Earned Media, Sales, Sales Promotion.

What does AIDA stand for in promotion goals?

Awareness, Interest, Desire, Action.

What is the role of media in paid promotions?

To create awareness and communicate benefits.

What strategies enhance brand image in public relations?

Media relations, publications, and community engagement.

How can sponsorship and cross-promotion benefit organizations?

Share costs and leverage existing business relationships.

Why are corporate partnerships important in sponsorship?

Allow corporations to capitalize on shared sponsorship opportunities.

What can innovations like virtual reality enhance in sport marketing?

The overall sports viewing experience.

What factor impacts ticket sales during economic downturns?

Business cycles.

What is meant by 'intangible' in the context of sports marketing?

Intangible refers to elements that cannot be physically touched or seen, such as the experience and emotions fans associate with a sport, which influence consumer behavior.

What does it mean for a sport product to be inconsistent?

A sport product is inconsistent because the quality of the experience can vary greatly from one event to another due to factors such as player performance, weather conditions, and fan engagement.

What does it mean for a sport product to be unpredictable?

A sport product is unpredictable as the outcomes of games or events can change, making it difficult to foresee results, which adds excitement and uncertainty to the experience.

What does it mean that sport products are simultaneously produced and consumed?

Sport products are simultaneously produced and consumed because the experience is created in real-time; fans experience the event as it unfolds, and the production process occurs during the event.

What is the Blip Model in branding?

The Blip Model consists of four key elements: Building brands, Leveraging brands, Identifying and measuring brands, and Protecting brands.

What are the benefits of cross-promotion in sports marketing?

Cross-promotion offers organizations the opportunity to share costs and resources, increase audience reach by tapping into each other’s fan bases, and create unique marketing campaigns that can attract more attention and engagement.

How does cross-promotion enhance brand visibility?

By partnering with another brand or entity, cross-promotion allows both parties to leverage each other's platforms, thus enhancing brand visibility and reaching new audience segments.

What is an example of successful cross-promotion in sports marketing?

An example is a professional sports team collaborating with a local beverage company for a promotional event where fans receive discounts or branded merchandise, benefiting both the team and the beverage brand.

What are common strategies used in cross-promotion?

Common strategies include joint events or campaigns, shared advertisements, and bundled products or services that feature both brands.

What role does customer data play in cross-promotion?

Customer data helps organizations identify compatible partners for cross-promotion and to tailor

What is the second step in the eight-step process of sponsorship sales?

Identify potential sponsors based on the research conducted in the first step.

What is the third step in the eight-step process of sponsorship sales?

Develop unique sponsorship proposals tailored to potential sponsors.

What is the fourth step in the eight-step process of sponsorship sales?

Conduct outreach to potential sponsors to present the proposals.

What is the fifth step in the eight-step process of sponsorship sales?

Negotiate sponsorship terms and finalize agreements.

What is the sixth step in the eight-step process of sponsorship sales?

Activate the sponsorship by executing the agreed-upon marketing strategies.

What is the seventh step in the eight-step process of sponsorship sales?

Measure and evaluate the effectiveness of the sponsorship.

What is the Frequency Escalator in sports marketing?

The Frequency Escalator encourages consumers to move up/down levels of sport engagement.

What is the eighth step in the eight-step process of sponsorship sales?

Introduce the client to the activation team.

What are the revenue sources in the sport industry?

Core product revenues (tickets), sponsorship, and concessions.

What is the Frequency Escalator in sports marketing?

The Frequency Escalator encourages consumers to move up or down levels of sport engagement.

What influences purchase decisions in consumer behavior?

Purchase decisions are influenced by cognitive (thought), affective (emotion), and behavioral involvement.

What are the three main types of learning styles?

The three main types of learning styles are Doing (experiential learning), Feeling (emotional learning), and Learning (cognitive knowledge-based learning).

What are cross tabulations in market research?

Cross tabulations analyze the interaction between multiple variables to understand relationships in data.

What does cluster analysis do in market research?

Cluster analysis identifies groups of customers with similar characteristics.

What are Outer Rim markets in sports marketing?

Outer Rim markets refer to secondary markets or distant fanbases that are not typically the primary audience for sports teams, often encompassing fans who live far from the team's home market.

What are the four bases of segmentation?

State of being, state of mind, product benefits, and product usage.

What factors must a sport marketer consider in product development?

The sport marketer must consider the relative advantage of the new product over old preferences, complexity or difficulty in adoption and use, and compatibility with consumer values.

Who is Bill Veeck and what is he known for in the world of sports marketing?

Bill Veeck was a legendary sport marketer who owned three different Major League Baseball franchises, was inducted into the Baseball Hall of Fame, and is celebrated as the champion of the little guy for his focus on attracting common fans to his teams' games.

What two factors lead many sport consumers to consider themselves experts?

Product salience and strong personal identification.

What is an example of marketing through sport?

Using a sport team's television broadcast to advertise financial services.

What is an example of accessibility in sports marketing?

A sport marketer placing an ad on the right radio station at the right time to reach the right customer.

Which of the following is a component of state-of-mind segmentation?

Attitudes.