* DAY1 * What is Sports Marketing? It depends! (IV League Schools say!) * We need to influence and Persuade! * Sponsorship “getting the bat in the hands of the right player” * IMGbiggest sports marketing agency in the world, Mark McCormick, said “it is putting a celebrity/athlete with a product/company”….and that is it. * Louis Shefield* wanted NBA basketball team in Miami (Miami Heat). He said “its easy to fill a stadium once, but each time its hard”. He saw that basketball would get bigger than it was and it needed to go to Miami. He said sports marketing is just about “Sagacity.” * Sagacity A vision for the future. Example by Louis, Nike taking swoosh off bottom of shirt and putting it on the chest. And, the only reason we know about Ted Turner is because of exposure. Active and innovate an idea.
Dictionary Definition: foresight, discernment, or keen perception; ability to make good judgments.
Seeing a trend and executing it! Execute your idea and fulfill what you start! * Tommy Karam Wanted to turn LSU scoreboard into a marketing opportunity by putting ads on it using triplicates (3 rotations: purple, purple and tiger stadium, then purple, tiger stadium and a company’s name). He thought this would be sagacity! He spoke with a man at Exxon and he liked Karam’s idea and Karam sold the sponsorship to Exxon for $250,000 per scoreboard (when they were going for around $300,000). Karam later found out that corporate signage is against University procedures so now he had to go before the University Planning Commission which only met twice a year. He asked his friend to do the presentation for him because he was a coward. His friend didn’t do the presentation for him!! Because Karam was coward his plan was a failure! * Karams Student Had “sagacious” idea of putting Nike swoosh/ad on field goal net. He wanted to know if he could TM it. He ended up not being able to “activate it” (his idea). * * DAY2 * Personal Branding What happens, how do we see you, and how do we create the personal brand. * PERSONAL BRAND= PERFORMANCE + PERSONALITY * VISIBILITY + TRUST * Personality are you energetic? How do you look? Ect. * Visibility TV, internet. (The big multiplier, very important!) * Trust when you loose trust it damages your personal brand and credibility is violated. When you make a mistake say it! * Penn state trust has been lost. * Michael Vicks trust was lost and now has been re-earned. (Karam was invited to help with Michael Vicks book but he was coward and didn’t think he knew enough.) * Lance Armstrong’s trust is about to go away. * Winning enhances credibility! * Gold Silver Bronze Going to Olympics Going to Tryouts * Management of Personal Brand David Becham’s tattoos ending at sleeves and collar. * Lolo Jones may be the most visible woman in USA right now! * * 7/31/12 * Winning is not just winning at the goal post! * Scott Boras great sports agent. He takes statistics on players, got baseball player who was very unattractive (tattoos) but who talked like a scholar, Scott was able to talk up his performance. * If your resume violates trust and honesty it will ruin your personal brand! * LIKEABILITY!!! * Drew BreesHe is now attacking the commissioner of the NFL which is ruining Drews personal brand! * Language and word selection is very critical of personal brand. * Personality that you create will impact your likability that will effect your personal brand! * If your personal brand is not likable you will not succeed! * Steven Jobs and GM ad guy fired because they were not likable! * Likeability will influence your personality! * Likeabiltiy=38% VOCALTone * People remember your tone * Tone can be bitterness and boringKiller B’s * Boring, being asked same question over and over. Paton Manning may get bored with same question but he manages his tone very well! * Vulgarity is a huge impact on tone! * 38% of why personality is good vs. bad is tone! * Likeability=55% VISUALFacial Expressions, Default Look
55% of the emotional impact you have is visual!
Tiger Woods default look is bad because he gets so upset when he looses and wins. His tone and facial expressions were bad during his press conference. He should have just been honest and owned up to his mistakes.
Likeability=7% Verbal Arrangement * BP Explosion President did nothing wrong. He had nothing to do with the oil rig explosion, but he was so cold BP’s image was ruined! * Images are created in 1/24 of a second! * Credibility Great multiplier when it comes to influencing people. LSU degree will one day add to your credibility! * 1. Trust Do I trust you? Are you honest? Are you sincere? Empathy? If you loose this your credibility will be lost. Don’t lie on your resume! * 2. Knowledge Expert, must be smart and know what you are talking about. Give credit to the experts. Main reason Karam said No to being a sports agent.. * 3. Identification Hitting the responsive Cord! Man using F--- when talking to athletes to try and identify with them. When you are trying to influence and persuade speak the language but be careful. Know how to relate to each group! * 4. Position/Status/ Success * 5. Personal Brand if PB is not good you will loose credibility. * * Charlie Weis Notre Dame wanted to pay someone $70,000 to keep up his brand. What 3 things should he do to be more likeable? * Public Information Public Opinion * Penn States public opinion shifted recently. * During the hurricane the public opinion went to NOLA and not Biloxi. * Public Information: * 1.Public Relationsis dealing with integrity with a variety of medians to promote a positive image or correct a negative image. Being able to put out all the public materials for situation controllers. When you have outlets to air events to the masses; having good relationship with press is important * Person who represents organization must be trusted. * In public relations you need to influence public opinion in positive way. * A city can benefit London Olympics * Detroit the silver dome, NFL wanted to play Super Bowl, the city suffered because no one liked the city even though it was a good game. * New Orleans the city does wonderful for Super Bowl because everyone loves the city, it has a great public opinion.
2. Media Relations media is not TV and internet, it is the people! To be able to cultivate a relationship with the media!
You must manage the media properly to get what you want.
Give media free stuff, food, hotel, good seats and they will write the stories according to their experience. Have them write things the way you want them to be seen!
The#7 got to be Heisman finalist because of good media relations.
Summer class said was most important!
3. Community Relations elevates the brand with good public opinion. Not community service!
Ward Dunn created a relationship with the community. Creates name recognition!
Two touch rule for athlete when walking into a room of fans.
A way to drive public opinion and visibility and personality.
If athlete with bad reputation can get involved with community it will change his reputation. (Ray Lewis having charity bowling tournament)
Cause Related Marketing! *
4. Social Media

* Gabby Douglas!!! * Celebrity what power does a celebrity have to the media? Visibility of writer or person doing the interview. * Celebrity who is going to represent a company you must be trustworthy. * Do the celebrity make the company or does the company make the celebrity?

Ways to Influence celebrity endorsers status: 1. Familiarity TV interviews, cereal box. Do we see you? This leads to visibility. Talks shows, reach out to community and promote.3 2. Relevance Fit, match individual with right product. So where does Gabby go? What will help create her brand. 3. Esteem respectful, honorable, trustworthy. When celebrity’s break this companies drop them. Penn state needs this. 4. Differentiation what do you do to make yourself different. #7 made himself different. Stand out! *
Goals of Celebrity Endorsers: 1. Boost Sales 2. Change Perception *
Manchester United and Chevy!!! * Marketing understanding the customer and creating relationships! * * * WEEK 2 NOTES!
Olympics Track and Field Husan Bolt won 100m. If you were the person selling the tickets…
Michael Phelps He now wants to sit back and SMILE. He now has a little charm.
Sponsorship When a company enters into a contract with a sports entity or organization in exchange for access and entry into the venue to receive certain benefits. Sponsors what their brand seen. They want to feel they are someone special. Fastest growing forms of advertising is the multi-billion dollar sponsorship industry. Companies align themselves with events to gain valuable benefits along with the ability to reach a specific target market.
One of the big problems with the Olympics is tickets, yet all the seats are empty. Sponsors get first shot at the great tickets. (Visa, Coke, P&G)
Why is sponsorship important?
Gatorade has entered into contract with NFL to receive certain predetermined benefits.
Black Eyed Peas William get company to sponsor BEP to get something in return.
Why do companies get involved in sports marketing?
Peter Uberof bring Olympics to LA, he was able to sell LA and people on the idea of sponsorship. To help fund he wanted to bring in corporate sponsors. This was the birth of sports sponsorship. They did it in clean and tasteful way.
Tiger Stadium No signage when parents went here.

Reasons For Sponsorship:
1. Reach Target Market Know who target market is, who audience is. Need to reach them. Evolving target market.
Genius for Olympics to put all different sports in it and not the same sports that are always on TV. They saw an emerging target market and they changed.
NFL got smart and started targeting women by putting them in ads and clothes for women.
2. Drive Sales you want to make money!
3. Exposure Can I get my company brand seen? Can I be clever enough to get my company brand seen?
4. Brand Awareness Title sponsors get to name the event. Nokia got sugar bowl.
5. Name recognition Mercedes Benz name on Super Dome.
6. Image Enhancement Does product make celebrity or does celebrity make the product?
Selling Abita Springs water, got involved with sports sponsorship, they had a new product and they needed exposure.

Sponsorship is about achieving benefits!
Benefits of sponsorship: The benefits a sponsor receives enable it to fulfill certain marketing objectives and to gain signage opportunities that could reach tens of thousands of spectators at events or millions of viewers at home. Sports have relied heavily on sponsorship to generate revenue for athletic programs and events. Businesses are also finding sponsorship as a highly desirable alternative to traditional advertising.
1. Exclusivity The only brand of that category allowed in that venue. A benefit not easily attained in more traditional forms of advertising. You want to be the only product in that category seen at the event. Eliminates competition. There are different levels of sponsorship (Tile sponsor, name rights…)
Abita Springs water being the only water you could buy at Tiger Stadium.
Mercedes Benz must be said before Super Dome every time now!
Phoenix University ???
Adidas vs. Nike and Coke vs. Pepsi
2. Signage You get your brand seen. Its everywhere. It makes your brand VISIBLE! In arena signage. Press conference banners. Have people see your name, creates name recognition, brand awareness.
Omega Factor. A form of having your brand embedded and it has long visibility. Omega put their logo by the clock during the Olympics.
Sponsorship is a high end form of product placement!
Nike is official sponsor of LSU, all players will be wearing Nike! $500,000 Cash and $1.5 million in Merchandise.
NASCAR guy putting on several different hats for each sponsor. Hats are a huge form of visibility for companies!
Advertising is about visibility!
3. On-Site Promotion Ways to get product out there. Ways to have great promotions.
Sampling, T-shirt give away.
Wrapping orange water jug in white for Dr. Pepper.
4. Entertainment/ Hospitality Tickets, David Delacandro is CEO of John Hancock and he set up company contest to win tickets.
Get perks to make you feel special! Be able to use the event to create a relationship.
Some companies give tickets to employees for good moral!
Fastenal gets involved in sports sponsorship and they get involved with NASCAR. They get certain number of tickets and backstage passes from NASCAR for being a sponsor. They must be able to measure the results so they invite people who buy Fastenal supplies to races and give them a good time. After the race their sales went up 30%.
David Stern Commissioner of NBA. Manage image of NBA. He wants seating chart for arena and he wants people to be seated in the correct places for business deals!
5. Media Exposure Press conference banner. Company will go out and measure the amount of exposure another company is getting.
Joyce Julius (ITVX and Neilson) companies that measure media exposure. They watch game on TV on a TV that divides it into different quads. Each quad gets certain score and it must be about 8 seconds clear and in focus. Then they total up the number of minuets logo was seen. They find what the exposure opportunity is valued at!

READ “OLYMPIC SPONSERS GO FOR THE YOUNG” MEDIA AND MARKETING SECTION ON JULY 3RD BY MIKE ESTERL

Something about 36 reasons???
People get involved in sports for a variety of reasons.
$9 billion industry sponsorships
WHY SPONSORSHIPS FAIL: who would want to sponsor Kalya Maroney because she is a brat! A company will want to change her brand. P&G would not want her because of her bad attitude.
1. Ambush Marketing When a company that is not an official sponsor for an event, they didn’t give money, they somehow make their way into the venue and receive benefits that other sponsors have paid for. When a company violates exclusivity and brings their products into the venue.
Gatorade Tom Brady seen drinking a Powerade on the sidelines.
Shaq Drinking Pepsi in Staples arena which has a contract with Coke. They later catch on and make him pour it into a white cup.
Brian Urlacher sits at press conference with vitiman water hat. This made Gatorade who is the official sponsor of the NFL very mad.
Types of Ambush Marketing:
Ex of all three: 1st USA woman to place in swimming in Olympics. When she went to get interviewed the logo on the microphone was Nike while Adidas is the official sponsor.
1. Intrusion Seeing Powerade in background when it should be only Gatorade during college games.
2. Association Nike buying building next to Olympics in Atlanta when Adidas was the official sponsor. A very large percentage thought Nike was the official sponsor.
3. Brand Blocking Athletes covering up brand on hat when being interviewed.
Lance Armstrong drinking from bottle with Ad on it and he blocked the logo every time.
Michael Jordan and the Dream Team at Olympics sponsored by Reebok when they are all sponsored individually by Nike. When they went to take a picture after winning, the players took the American Flag and wrapped themselves in it (covering the Reebok sign on their Jersey). cont. why sponsorships fail:
2. Lack of Due Diligence Did I read the whole contract? You told me this but I thought this! Time to make sure there is no miscommunication in contract.
3. Lack of quality activation Need high quality. Must be able to get it done with quality. Must look like it’s of nice quality. Everything you get at AT&T Cotton Bowl is of very high quality. Nike is of high quality and people like it. If someone is giving out free T-shirts they are usually poor quality and people probably will not wear them.
4. Forget the fans Can you anger the fans? Ohio State vs. Michigan (Rivalries). SBC the phone company entered into contract where they would be official sponsors of that game. Each school would get $500,000 for that game and it would be called the SBC game. They wanted naming rights, tickets, logo on jerseys and field. Two days later it was cancelled because they forgot the fans. The fans were mad because they felt they were selling them out. The public was outraged.
5. Crisis Fallout There are various types of crisis fallout.
1. Tragedy Auto Racing, sometimes tragedy strikes, people die, someone falls to their death by a Staples sign.
Baylor Player killed someone and coach covered it up.
Kmart 500 tire jumped off car and killed group of fans, all race tracks are changing fences so they don’t have the same thing happen as at the “Kmart 500”
2. Embarrassment/Scandal Penn State is the latest scandal, its talked about because people want to hear it. StateFarm was their sponsor and they kind of want out now. Its huge and companies are pealing off, but they will come back.
3. Controversy
Northern Trust wanted to have Northern Trust Open golf tournament and they mad it a big event with Cheryl Crow who they paid a quarter of a million dollars $250,000. They had the event during the recession. “Northern Trust Uses Bailout Money for Entertainment”.
Wells Fargo Involved in sports sponsorship. They didn’t take the bailout money. They bought Wachovia Bank. They were trying to decide about name changing of the golf tournament. Naming rights are very powerful because of exposure.

Someone has to make the decision to go forward with sponsorship or not!

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