SPTS MKT FINAL

What are the major functions of a good brand?

Identify goods/services; Act as a point of differentiation.

What is the BLIP model in brand management?

A framework used in the brand management process (specific steps to be reviewed).

What are the key benefits of brand equity?

Brand loyalty reduces revenue impact; Allows for price premiums; Attracts corporate interest; Winning can influence brand equity.

What are the 3 strategies to leverage brand equity?

Line extension; Brand extension; Licensing.

What is the purpose of rebranding?

Differentiation and maintaining relevance.

What are the characteristics of TV advertising?

Most expensive; High reach; Narrowcasting and compatibility with second/third screens.

What are the characteristics of radio advertising?

Affordable; Highly targeted; Strong communal power.

What are the characteristics of in-venue media?

Captive audience; Affordable; Targeted.

What are the two types of promotions?

Price-oriented promotions; Non-price promotions (examples needed).

What are the advantages of posters for promotions?

High control; Effective for smaller organizations.

What is the triangular relationship in sponsorships?

The dynamic relationship between the sponsor, the sponsored entity, and the audience.

What are the key elements of sponsorship agreements?

Entitlement; Designations/phrases; Sponsor’s products; Promotions; Media assets.

What are the advantages of athlete endorsements?

Cost-effective; High reach; Strong engagement and sales.

What are the 3 criteria for athlete endorsements?

Expertise; Credibility; Attractiveness.

What is the match-up hypothesis?

The alignment between an athlete’s image and the sponsor’s brand goals.

What is the difference between sponsorship rights and activation?

Rights: What you purchase; Activation: What you do with what you purchased.

What is the average licensing-to-activation fee ratio?

1:2.2.

What are the advantages of joint sponsorships?

Cost-sharing; Promotion of multiple brands/products; Testing opportunities; Strengthens existing partnerships.

What is the goal of PR in sports marketing?

To create a positive image and foster favorable opportunities.

What is a key principle in crisis management strategy?

Always have a strategic plan before releasing an official statement.

What is the goal of the sales process in sports marketing?

To engage fans by offering a variety of options (full-menu selling).

What are common challenges in ticket sales?

Season ticket sales are declining—shift to membership or subscription models.

What is the Ticket Sales Sandwich (Total Inventory Plan)?

A strategy to minimize reliance on a single ticket-purchasing segment.

What are the benefits of secondary ticket markets?

Provide flexibility and additional options for ticket buyers.

What are the key characteristics of Gen Z relevant to sports marketing?

Gen Z’s preferences influence marketing strategies, including digital engagement.

How do sports gambling and esports impact sports marketing?

They affect sponsorship dollars, venue fan experiences, and targeting strategies.

What is NIL in sports marketing?

College athletes earning money from Name, Image, and Likeness agreements.

What is the Cross-effect Matrix of 5Ps?

A tool to analyze the integration of marketing mix elements.