SPTS MKT FINAL

Front: What are the major functions of a good brand?
Back: - Identify goods/services

  • Act as a point of differentiation

Front: What is the BLIP model in brand management?
Back: A framework used in the brand management process (specific steps to be reviewed).

Front: What are the key benefits of brand equity?
Back: - Brand loyalty reduces revenue impact.

  • Allows for price premiums.

  • Attracts corporate interest.

  • Winning can influence brand equity.

Front: What are the 3 strategies to leverage brand equity?
Back: - Line extension

  • Brand extension

  • Licensing

Front: What is the purpose of rebranding?
Back: Differentiation and maintaining relevance.

Front: What are the characteristics of TV advertising?
Back: - Most expensive.

  • High reach.

  • Narrowcasting and compatibility with second/third screens.

Front: What are the characteristics of radio advertising?
Back: - Affordable.

  • Highly targeted.

  • Strong communal power.

Front: What are the characteristics of in-venue media?
Back: - Captive audience.

  • Affordable.

  • Targeted.

Front: What are the two types of promotions?
Back: - Price-oriented promotions.

  • Non-price promotions (examples needed).

Front: What are the advantages of posters for promotions?
Back: - High control.

  • Effective for smaller organizations.

Front: What is the triangular relationship in sponsorships?
Back: The dynamic relationship between the sponsor, the sponsored entity, and the audience.

Front: What are the key elements of sponsorship agreements?
Back: - Entitlement

  • Designations/phrases

  • Sponsor’s products

  • Promotions

  • Media assets

Front: What are the advantages of athlete endorsements?
Back: - Cost-effective.

  • High reach.

  • Strong engagement and sales.

Front: What are the 3 criteria for athlete endorsements?
Back: - Expertise

  • Credibility

  • Attractiveness

Front: What is the match-up hypothesis?
Back: The alignment between an athlete’s image and the sponsor’s brand goals.

Front: What is the difference between sponsorship rights and activation?
Back: - Rights: What you purchase.

  • Activation: What you do with what you purchased.

Front: What is the average licensing-to-activation fee ratio?
Back: 1:2.2

Front: What are the advantages of joint sponsorships?
Back: - Cost-sharing.

  • Promotion of multiple brands/products.

  • Testing opportunities.

  • Strengthens existing partnerships.

Front: What is the goal of PR in sports marketing?
Back: To create a positive image and foster favorable opportunities.

Front: What is a key principle in crisis management strategy?
Back: Always have a strategic plan before releasing an official statement.

Front: What is the goal of the sales process in sports marketing?
Back: To engage fans by offering a variety of options (full-menu selling).

Front: What are common challenges in ticket sales?
Back: Season ticket sales are declining—shift to membership or subscription models.

Front: What is the Ticket Sales Sandwich (Total Inventory Plan)?
Back: A strategy to minimize reliance on a single ticket-purchasing segment.

Front: What are the benefits of secondary ticket markets?
Back: Provide flexibility and additional options for ticket buyers.

Front: What are the key characteristics of Gen Z relevant to sports marketing?
Back: Gen Z’s preferences influence marketing strategies, including digital engagement.

Front: How do sports gambling and esports impact sports marketing?
Back: They affect sponsorship dollars, venue fan experiences, and targeting strategies.

Front: What is NIL in sports marketing?
Back: College athletes earning money from Name, Image, and Likeness agreements.

Front: What is the Cross-effect Matrix of 5Ps?
Back: A tool to analyze the integration of marketing mix elements