...marketing strategies for expanding the market for American professional sports into China” (Kaplan & Langdon 2012). Marketing strategies are reviewed as one of the main topics. “One strategy of the NBA was to partner with established Chinese brands” (Kaplan & Langdon, 2012). This allowed the NBA to have an easy avenue for expansion as the market had already been developed. Take Nike for instance from the example. In Kaplan and Langdon’s article it is stated “China’s biggest seller of athletic shoes, Li Ning, recently surrendered its top position to Nike, even though Nike’s shoes – upwards of $100 a pair – cost twice as much. The new middle class ‘seeks Western culture’, says Zhang Wanli, a social scientist at the Chinese Academy of Social Sciences. ‘Nike was smart because it didn’t enter China selling usefulness, but selling status” (Kaplan, Langdon 2012). Basically when Nike came in, they did not say that they had the best product. They did not say they had the cheapest product. They said they had their product. Because of the interest by these Chinese consumers that was created by their interest or “Fandom” associated with the sport of basketball where consumers were familiar with the specific brands because of their favorite athletes or teams, they were able to establish themselves as a reputable brand with little to no opposition. Technology Technology has played a major role in consumer behavior in sports fandom. If it wasn’t for the advancements made...
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...The Buzz is Back The Charlotte Bobcats: (Re) Launching a New (Old) NBA Franchise Article Analysis by Rosbie Mutcherson Jr. Business 505 Creating Consumer Value March 4, 2015 After reading Charlotte Bobcats: (Re) Launching a New (Old) NBA Franchise, I think of the Charlotte Hornets like a bad junior high breakup. We have all been there I am sure. Plenty of infatuation, fighting, scandal, embarrassment, pouting, and happiness are a few things that come to my mind. “The Charlotte Bobcats: (Re) Launching a New (Old) NBA Franchise written by D. Branch Jr. looked in the Charlotte NBA franchise from its inception to now. The city of Charlotte for years backed their basketball team through the bad and certainly the good times. The team enjoyed an NBA record for attendance for ten plus years at a time. Fans continued to buy tickets despite not always producing competitive teams. It seemed to not matter whether the Hornets were winning fans would still pack the arena. After years of success there came a point when the organization reached a crossroads. Trades, ownership issues, and scandal all played parts in Charlotte’s fall from the top of the league in fan support to the very bottom. A once vibrant city with a new NBA franchise quickly turned into a black hole for an potential NBA owners. Hornet ownership would eventually flee to New Orleans. Within a few years change it all its glory was revealed. Robert Johnson brought a new face, arena, and name change to the city of Charlotte...
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...Business 115 6 August 2006 Sports Marketing Marketing has become a vital part of sporting events in our country. When market researches use the four P’s to marketing; product, price, place and promotion they are more likely to be successful. NASCAR is a good example of a sporting event that spends a lot of money in market segmentation and marketing research. By doing so, NASCAR is able to find their target market and design their advertising for that particular market. There are many marketing opportunities available for sporting venues. Often we will see commercials advertising the next competition day on television or local areas will advertise for their specific venue. We also see billboards, magazines and newspapers advertising an event or an athlete. There is a lot of money to be made in advertising. According to an article written by Nickels-McHugh-McHugh, NASCAR decided early on that corporate sponsorship was vital to long-term growth because market research showed that NASCAR fans are three times more likely to buy NASCAR sponsors’ products than fans of other sports. Using the four P’s to marketing will ensure a company can use best marketing strategies as possible. Evaluating the product you are selling is the first step in marketing. You must have a product that people want and are willing to spend money. In sports, for example, the product is the sporting event. The product or event must be pleasing to the consumer so that they will continue to return...
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...all professional sports. Al Reach, a professional baseball player becomes the first owner along with attorney John Rogers; the team’s name “Phillies” (due to its geographical roots in Philly) was Reach decision. In 1901, after losing several games and some of their best players, the team is sold for first time. The Phillies has the second-longest streak of consecutive losing seasons in American professional sports, sixteen straight from 1933 to 1948.The franchise has won two World Series championships (against Kansas City in 1980, Tampa Bay in 2008), and seven National League pennants. Phillies had own five different home stadiums. The most recent one have a fan-friendly design and is part of their complex marketing strategy to increase revenue and happy customers. In 2013 Forbes ranked the Phillies #41team in the World’s most valuable Sports Team. The franchise is estimated to be worth $893 million. But, how does a sport team keep increasing its revenue during bad seasons? The Phillies not only represent a changeable and unpredictable “product/brand” but also compete in a market with many other substitutes that may take away fun attention, support and possible sponsorships. In this case study, we would analyze the team’s market, and its complex segmented target. Marketing concepts would be applied to establish possible solutions to a team which major problem is the fact that they are marketing a team/brand that its owners “Unfortunately can’t promise fans in the stands a win...
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...Summary The qualitative article being reviewed is “Demand for Sport” done by Jeffery Borland from the University of Melbourne. The article discusses several issues such as, the sources and determinants of the demand for professional sports and the evidence of key determinants of attendance. The several determinants are the consumer preference, economic setting, quality of viewing, and the sporting contest itself (Borland and MacDonald, 2002). The consumer preferences are made up of team loyalty, conspicuous consumption (for example a desire for other in game entertainment) and being encouraged by other fans to go as well. Economic reasoning is where the fan is financially—for example if the fan does not have the finances for tickets or concessions. The make-up quality of viewing can be the facilities, the weather, the timing of the game, etc. The last determinant is the sporting contest itself, meaning how entertaining is the game going to be (Borland and MacDonald, 2002). The demand of attendance is based on “a standard consumer-theory model (Borland and MacDonald, 2002). The participants in the study are several different ones: the product itself—which in this case professional sport, the fan themselves—meaning the level of “fan interest” that they carry, international literature—that is thoroughly reviewed (Borland and MacDonald, 2002). Method...
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...“product” is marketed as entertainment, a “happening” (Kerin, Hartley & Rudelius, p.313, 2012) that highlights the positive aspects of Phillies baseball. This includes the key elements of the new Citizens Bank Park field, having a fun experience without having to spend a lot of money, having the feeling of camaraderie being surrounded by likeminded Phillies fans, like eating hot dogs and shopping for souvenirs at the Phanatic Attic, and simply having a good time. The video demonstrates the vast efforts that the Phillies marketers put into being good “community citizens”. The Phillies Phanatic mascot appears at charity, hospital and other public events. The demand for the mascot’s public appearances is so great that there are actually three Phanatics to meet the need. The “Ballgirls” are 20 female college students from various colleges who appear at schools, golf outings, local charity softball games, and at the Citizens Bank Park field. “They act as ambassadors for the Phillies both on and off the field. The Phillies Ballgirls represent educated, athletic women who hope to serve as role models in professional sports for young girls” (3). The Phillies also have “The Green Team” to promote their concern about sustainability and the environment. The Ballgirls wear green t-shirts while collecting bottles and cans for recycling at regular intervals during the game to promote awareness and reinforce the Phillies’ sense of social responsibility. The Ballgirls are also involved...
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...Research Findings The following research findings are intended to provide with actionable insights into how to reach movie consumers. Nearly 180 students participated through undergraduate student survey in Carnegie Mellon Univ. and 81 moviegoers in target age group answered questionnaire through online survey – ‘Mechanical Turk Survey’ between Oct 5 and Oct 7. These survey questionnaires shed light on the behaviors and habits that drive moviegoer awareness and decision-making and also ask the interest on sports and ESPN to figure out the relation between heavy sports fans and moviegoers in terms of their movie going behavior. • Changing TV watching trend We acknowledge that there is change on media consumption habits among our target age group. For moviegoers, digital technologies have gone main stream and TV is losing ground among the target audience. Moviegoers spend more time online than watching TV. • Target age-group’s behavior on online media For moviegoers within target age group, the Internet is a source of information, entertainment, and socialization. Moviegoers go online to gather knowledge. Most of them use the internet to check news and sports information. Without any doubt, social activities are also dominant, as moviegoers connect via chat, instant messaging, online forums, or social networks. Majority of the moviegoers have created their own social networking profile and half of them indicate they spend a lot of time socializing with...
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...Deliverable Team D MKT/571 October 20, 2015 Don Braunstein Identify the Target Markets for Your Sport and Your Team The NFL has been a thriving business for over 50 years, and the main target market has been male athletes and males from the ages ten years of age to 65 years of age. Since recent years, the NFL has observed female fans it has become a target market for the NFL they have seen an increase from 44 percent of base fans to a 60 percent of female fans over the age of 12 which identifying themselves as NFL fans. Last year, 80 million women watched NFL games, and around 310,000 women attended NFL games. The NFL has now recognized women’s interest in the league, and they have now sought out to find out new ways to cultivate the female fans passion for the league. The NFL has come up with a new strategy by focusing on women’s apparel. Since the NFL knows women enjoy looking good, they have developed a women's apparel line that features items like Victoria Secret loungewear as well as Nike active wear and couture Marchesa tops. Each piece of team apparel has team colors and is tailored to fit a women's body. The league has also included different accessories to the women's apparel like watches boots and other jewelry items. The NFL has strategized women's apparel to grow its business and revolutionize the sport and help women define themselves as fans and providing them with apparel that will suit their personalities as well as the teams they love which is...
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...of Jiu-Jitsu, so there were no weight categories and all martial arts were allowed; a sumo wrestler could face an expert in karate athletes. There were almost no rules and, as a result, it not recognized as a sport (Correia ¶ 01). In 2001, the brothers Frank and Lorenzo Fertitta, owners of a chain of casinos in Las Vegas, bought the event. The two brothers promoted many changes in the UFC: they stipulated 31 rules, and the athletes were divided into five categories according to weight. It was also determined that each fighter would participate in only one fight per night. After buying the event, the brothers invested considerably in promoting it and the result is that today, in each edition, the event reaches 351 million homes in 130 different countries . In the U.S., over the past three years, the UFC has grown by 30% its fan base, which is estimated to be 31 million in U.S. and 61 million around the world (Esteves ¶ 04). According to CNBC, the brand Ultimate Fight acquired by new owners in 2001 for "only" two million dollars, today is worth more than $ 1 billion (CNBC sec 03). Even though the UFC was originally created by a Brazilian fighter, the importance of this championship in Brazil was almost none. However, this situation changed in 2011 and the sport became really famous and popular in Brazil. There are several reasons that contributed for this chance....
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...E-sport tournaments and customer engagements Name Course Title Instructor Date The role of the e-sport tournaments activities in increasing customer engagement in video game industry in China E-sport tournaments E-sport is basically, competitive gaming that involves computer games and other related forms of games that can be addictive. Many people who involve themselves in the sports can get addicted to them in the case where there are structures that enhance their engagement in the games and tournaments. The customer can easily be engaged when the sports have aspects of addiction that can come as a result of elements of reward. The Chinese video game industry is worth millions of dollars and needs to keep the customers in order to enhance the flow of profits and growth of the e-games through addictive tournaments. E-tournaments do engage customers and make the games addictive because of the continuous engagement in the same and the rewards that come from customer performance. Gaming is a popular TV sport in Korea with channels, leagues, teams, superstar players dedicated, adoring opportunities of multinationals and female fans have ignored. Ongagemenet, the first cable TV channel solely devoted to online gaming, celebrated the 10th anniversary of the Star League, which was a testament to the popularity and longevity of a phenomenon of TV gaming that is popularly known as e-sports. The popularity of a single platform of a game, Starcraft has swept the Korean nation...
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... Sports Now a Business Sports is now a money making business in the human culture. In the United States, Every day millions of office and break time conversations center on the local team’s most recent performance, an upcoming game, the impending draft, the current coach, the future coach, and so on. according to the existing records, in United States of America, there are less than 110 Teams of the 4 main organized professional sports, basketball, baseball, hockey, and, football participating in the main League level fixtures annually. There are less than 90 Stadiums spread over 25 States. Today, sports has become a money making alternative for not only players but also the coaches or managers, the media, and schools participating in sports. Salaries for professional athletes continue to escalate each year. From Alex Rodriguez’s record, $252 million contract to David Beckham’s $50 million per year enticement to join the LA Galaxy soccer team, most sports fans believe that professional athletes, in general, are overpaid and not worth their salaries. Yet for the professional athlete, maximizing compensation is critical, given the short careers and health risks associated with the sports profession. Thus, athletes and their agents often look to see what others within their sport are paid in an effort to negotiate for more money. Few, if any, have compared athlete compensation across sports (Rod Hilpirt, Scott Wysong, Sheila Hartley...
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...of the letters “LA”. Both logos also only consist of those two letters. An individual that was not an avid baseball fan could confuse the two logos as being from the same team as both also use a similar blue and white font and the Chargers version of the logo simply appears as a italicized version of the Dodgers logo. • Similarity of goods and services o Both logos represent teams that...
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...Case Study Analysis: Philadelphia Phillies Question- assessing the competitive environment the Phillies participate in and suggest ways for them to manage their product and highlight their brand accordingly. Philadelphia Phillies are a major league baseball team. They are the oldest continuous, one name, one city franchise in all of professional American sports. Philadelphia Phillies had participated in so many activities such as the Phillies baseball academy for boys and girls ages 6-14. Offers campers unforgettable baseball and softball experiences they will treasure for a lifetime. Many of us are familiar with a close relationship in which all parties’ benefits from relationship. A common example of mutualism relationship is between a dog and human. Dog supply protection and companionship and the human provide shelter and food for the dog. However nature is not the only place that mutualism relationship can occur. In facts they can occur in business, particularly in the form of sports sponsorship. The relationship between sponsors and sports events, sports organization is not different than the human and dog relationship they have. All relationships operate based on some essential characteristics that can be illustrated in the relationship management theory. “The most important supported elements of mutualism are trust commitment, satisfaction, and control relationship. “ As I have discuss in a previous paragraph, trust between organizations...
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...Basics and Perspectives of Sports Marketing Table of contents Index of figures ........................................................................................................ III 1. Differentiation and evolution of dedicated sports marketing ........................... 1 1.1. Historical development and modern definitions ............................................... 1 1.1.1. Historical development ........................................................................... 1 1.1.2. A broader definition ............................................................................ 3 1.2. Distinctiveness of the sports market compared to traditional markets ............. 3 1.2.1. Characteristics of the sports market ................................................... 4 1.2.2. Characteristics of the sports product .................................................. 4 1.2.3. Characteristics of the sports consumer .............................................. 5 2. Defining a marketing mix ..................................................................................... 5 2.1. Analysis phase and market segmentation ....................................................... 5 2.2.1. The traditional four p’s ........................................................................ 8 2.2.2. Additional domains of sports marketing ............................................. 9 3. Current Developments and future perspectives ............................................
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...Name Tutor Course Question 1 Vine has changed everything for the better in the world of sports. It has brought the transformation from the analog times where the climax of the game was captured in a photo to where the moment is actually felt with all its aspects. The times when the existing moment of the game was put on a poster, printed in newspapers and magazines all over. Then the fans had a hard tasks of collecting the cutouts and stick in their rooms. Today, Vine has come with a tremendous way of making this easier, admirable, and lively. It has brought life to the captions through the six seconds video. To match up sports and the digital life of today, Vine captures the climax, tremendous velocity and the surrounding emotions that come at the climax of the game (Eric, and Kinghorn 23). When the game is on and the moment is just hitting beyond the limit when the basketball is being played and thunderous slum dang just happens. The Vine is here to ensure it promotes the flow, allowing the play develop within six seconds of celebrating. The final multi-steps of the basketball derring-do to the thrilling moments when final dung is done , the ball is right into the pit and all are in screams of excitement with the champion grilling all over in a jumpy manner of excitement all over the field. Vine has given life to the captions and delivers the moment just as it was. This makes the real experience be felt by the recipients. This is unlike the posters that used to show the...
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