...* 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...
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...Sport Marketing is defined as according to Mullin, Hardy, &Sutton (2014), “today’s marketers clearly need a rational, coherent system that can match sport consumers with sport products of” (p.13). If there is a waiting list of over 120, 000 people for the NFL team Washington Redskins and the list for the Masters Golf Tournament is an estimated 7-10 years. I do see the need for the promotion of the product to sell tickets. It appears that the tickets are already being promoted. According to Mullin, Hardy, & Sutton, (2014), “sport marketing consists of all activities designed to meet the needs and wants of the sport consumers through exchange processes. Sport marketing has developed two major thrusts: the marketing of sport products and services...
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...SPORTS MARKETING AND BRAND BUILDING Marketing Management - II Prof. Sanjay Patro Section C - Group 5 George Antony B13148 Mayank Siotia B13156 Vijender Kaur B13180 SPORTS MARKETING AND BRAND BUILDING An Introduction Not that long ago, a company that wanted to reach 20 million young Americans could do it easily—place an ad on Friends on Thursday night. With the proliferation of media types and channels, though, such large and predictable audiences are few and far between. Among all the media touch points, for example, cable has the highest share—34 percent—and of course cable audiences are highly fragmented. Broadcast television gets only 20 percent. Getting people’s attention at all is difficult enough; getting them to pay attention is well-nigh impossible. Sports is the exception. Because it is live, and because there is so much free publicity around major events— everything from water-cooler gossip to blogs to newspapers—sports breaks through the static. It is one of the few areas (music and fashion are others), where people are admittedly passionate. In that passion is opportunity for marketers. Because fans are already invested in the event or their team— think how insufferable New York Yankee or Manchester United fans can be—companies can tap into these emotions to connect with consumers and build an emotional bond with them. And because sports are best watched live, it’s harder to skip the ads, as Tivo- or DVR equipped viewers increasingly do. To begin with,...
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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...
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...The 43-year-old company, which declared bankruptcy last year and emerged with a new owner, says it has learned from its mistakes and has a strategy to rebuild its brand. It’s a saga that has played out many times before in business: an iconic brand loses its way and has to struggle to regain its position in the market. For Prince, at stake is the future of a company that once had more than 130 employees and now is looking to add to its current staff of 50. Its strategy includes expanding its product line and bringing back some old favorites, being more active in social media, and continuing to help develop the next batch of top tennis players. Ballardie cited a number of factors that pushed Prince into bankruptcy last May, when the company had $55.2 million in assets and more than $77 million in liabilities. “It really was the perfect storm,” said Ballardie, a 10-year Prince executive who previously led Eastern Hemisphere operations. “A number of things collided. One thing was we were too insular with our technology.” In the mid-2000s, Prince introduced its O3 technology, which features oversized string holes, known as “O-Ports,” on the side of rackets. The O-Ports improve aerodynamics and, in turn, racket speed. By the end of the decade, Prince sold only O-Port rackets. Ballardie said tennis players who preferred more traditional rackets were forced to turn to other manufacturers. The downturn in the economy also slammed Prince. “Prince is, and has always been...
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...Presently, sports celebrities play more important role in advertising and marketing. For Bush, Martin and Bush’s article, based on customer socialization and previous findings, they make four hypotheses: 1) Teenagers' athlete role model influence is positively related to product switching and complaint behavior; 2) Teenagers' athlete role model influence is positively related to favorable or positive word-of-mouth behavior; 3) Teenagers' athlete role model influence is positively related to brand loyalty and 4) Female teenagers' athlete role model influence is more positively related to (a) product switching and complaint behavior, (b) favorable word-of-mouth behavior, and (c) brand loyalty than male teenagers. After test the hypotheses, they found that 1) teens' athlete role model influence is not significantly related to product switching or complaining behavior; 2) athlete role model influence is positively related to teenagers' favorable word-of-mouth communications; 3) the results show that athlete role model is positively related to teenagers' brand loyalty; and 4) there are no significant differences between male and female members of Generation Y when it comes to athlete role model influence on product switching and complaint behavior. For marketers, they should realize that celebrity sports athletes are important to adolescents when they make brand choices and talk about these brands positively. Moreover, regardless of their public behavior, teenagers do consider athletes...
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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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...Final Project: Sports Marketing Plan Randy Werner SPM/250 May 6, 2012 Jeff Price In today’s society youth athletics play a crucial part of millions of children’s everyday life. Children, along with their parents and siblings, spend hours each week practicing to play their favorite game. Along with the practice comes a major financial commitment by the parents in order to get their children involved with the elite sports programs. Historically youth baseball teams have been formed by participating in local little leagues. Over the past 5 to 10 years there has been a major change in the trend of parents wanting their children to play against more elite teams in order for their children to become better overall players. These elite teams have organized their own teams and have developed marketing plans to raise money which in return allows the team to have the top of the line equipment in order to compete at a higher level. This higher level of play is when teams travel all over the country to participate in elite tournaments that are being organized by local leagues or maybe just one small group of people to make money by hosting these events. There are numerous internal and external factors that need to be planned out when you decide to host and organize these events. ITOC Sports, short for Iowa Tournament of Champions, will be one organization that will organize and host these events. Some of the internal factors would be how many people will it take to organize...
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...Prince Sports: Challenges in The Marketing Environment Brittany Pimpinella Empire State College Abstract Prince Global Sports started out as an unintentional creation of an oversized tennis racquet that Howard Head created all because the thought of simply larger tennis racquet because the game of tennis was too complex to him. His creation launched a money making company later to be known as Prince Sports INC. This company had grown so much they expanded into the footwear, tennis gear, running gear, accessories, sports bags and many more products that had competitors leaving the market. Prince had learned that creating items and selling them wasn't as easy as it was thought out to be, the constant struggle of needing newer product, better marketing skills, and finding loyal consumers were all challenges he faced. Luckily, Prince’s marketing team was able to reach out to the right consumers that had that annual making 64 million in revenue, but only for so long. Prince Sports: Challenges in The Marketing Environment All type of businesses face unique challenges. It is almost impossible to start launch a business correctly without time, effort, and dedication. A business is not built in a day neither is the workers nor product. Most business owners just have the desire to own a business not the drive to do so. They must find a way to start their business off right, by gathering their thoughts. Buying a franchise, an existing business, or looking to others for...
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...Sports Marketing Association - 6th Annual Conference July 17, 2008 Gold Coast, Australia. 1 Brand Strategy for Sporting Teams By Charlie Quirk Brand Strategist at Tait Sublercharlie.quirk@gmail.com 6 th Annual ConferenceJuly 16-20, 2008Book of PapersAbstract In the twenty first century, sporting teams around the world are experiencingunprecedented levels of fame due to technology like the Internet and satellite TV. Assuch, teams can no longer rely on mobilizing fan support and sponsorship capital intheir home market alone. In the same way corporations are guided by a compelling andoriginal idea that forms the basis for their brand strategy, so too must sporting teams.The purpose of this paper is to draw parallels between “conventional” brands like Appleand Disney, and to articulate what sporting teams can learn from those companies inthe management of their own brands. Brand Strategy For Sporting Teams By any definition, sporting teams today are big businesses. Harvard Professor StephenGreyser has observed that in recent times we have seen teams migrate from the sportspages to the business pages and, now sometimes, to the front page (Comeau, 2005).Like other large corporations, teams employ great numbers of people, generate profitsand losses, all the while seeking to achieve success against certain performancemetrics. And like other businesses, they have to perform well, remain financially viableand satisfy several stakeholders who have a financial interest in...
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...she started getting noticed as a tennis prodigy. She put her first mark in tennis as a thirteen year old when she won The Girls 16-and-under Eddie Herr Championship. 2. From the case how does the Business of Sports impact players’ careers (outside their sports activities)? Establishing a brand is key in any athletes career, in the case of Maria Sharapova she had ‘team sharapova’ that helped her build her brand. Like in Sharapova’s talent and winning are at the forefront of it all, without it it is impossible to build a power brand. Maria had all the talent in the world and winning the 2004 Wimbledon she exploded as tennis superstar on the court but also off the court as Max Eisenbud said “my phone did not stop ringing”. An athlete takes that winning image and sales it to corporations as the perfect person to the face of their brand. Athletes apart from their winning on the court, they have endorsements, licensing deals and merchandising the players earn huge amounts of money in the business of sports. Every endorsement is carefully chosen to fit and build an athlete’s power brand and that image that is built is what companies invest on when they sign an athlete to sale their brand. 3. The case spends several pages on the Tennis sector of Sports. Summarize in a few paragraphs the key elements of Tennis industry. 4. What part did Max Eisenbud play in the development of Maria’s career? Max Eisenbud played an enormous part in...
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...Impact of a sponsorship activity on the brand perceptions within an international context: the America’s Cup and Louis Vuitton case. Stephane Ganassali, University of Savoie, sgana@univ-savoie.fr, corresponding author 4, Chemin de Bellevue - BP 80439 - 74944 Annecy-le-Vieux Cedex - France Francesco Casarin, University Ca’ Foscari of Venezia Paola Cerchiello, University of Pavia Gunnar Mau, University of Göttingen Carmen Rodrigues Santos, University of Leon Astrid Siebels, University of Hannover All members of the “International Network on Consumer Behaviour Studies” http://comptes.ergole.fr/young Impact of a sponsorship activity on the brand perceptions within an international context: the America’s Cup and Louis Vuitton case. Abstract On the basis of an extended review of literature dedicated to experimental studies of sponsorship effects on brand perceptions, this paper introduces a detailed framework of sponsorship persuasion process. Considering the central “transfer” between event and brand perceptions, the model also includes moderating effects (such as congruence) and focuses on specific components of functional, affective and symbolic customer value. In Spring 2007, a Web survey was conducted to evaluate the impact of Louis Vuitton’s sponsorship of America’s Cup. A total sample of 1,400 European respondents was developed thanks to the collaboration of eight Universities in France, Germany, Italy and Spain, working...
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...------------------------------------------------- Real Madrid – 1st Case Assignment The following answers are based on the case materials “Real Madrid Club de Futbol”, “Real Madrid Club de Futbol in 2007: Beyond the Galacticos” and the links in the footnotes. 1. What differentiates Real Madrid from other Soccer clubs? One thing that differentiates Real Madrid from other top soccer clubs is that Real Madrid is owned by its members while most other top club is owned by shareholders (investors). Another difference is that Real Madrid were quite early to realize the importance to serve as a marketing vehicle all over the world rather than just a soccer club compared many other soccer clubs. This was especially under the management of Perez Real Madrid as a brand and business got in focus. This meant that Real Madrid became a real business and that the management managed Real Madrid as a business rather than just a soccer club. The performance of Real Madrid as a soccer club is still key to the performance of the business though. 2. What provides the revenue stream from which the club benefits? About one fourth of the income in most top clubs is generated on match-day from such things as sponsorships, television rights and merchandising revenues. Revenue depends largely of the clubs participation and performance in major competitive events such as the European Champions League for instance. Below are listed four types of revenues the club generates and what it basically consists...
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...Advanced Sport Media & Marketing Assignment #2- Super Bowl Commercials The Successful NFL Sponsor: Hyundai Background • As an official auto sponsor of the NFL, Hyundai aired four commercials for super bowl, two during the game and two premiering beforehand • The commercials are huge success: “The Chase’ has 23 Million views while “The First date” has 14 million views on YouTube. Two of the four commercials are ranked as the “Top 5 Super Bowl 50 commercials” Situation Assessment • Hyundai is about to launch its high-end sub-brand called Genesis • The “first date” commercial not only successfully advertised the luxury model, but also pinpointed the specific features on of Genesis: car finder • “The Chase” has a exciting, movie-like vibe that demonstrates the remote start feature • “Ryanville” has a casual and funny vibe that introduced the pre-collision breaking system feature of the new 2017 Elantra • “Better” speaks about Hyundai’s philosophy: the drive for better • “Better” sends the most important message: “Why we do it” instead of “What we do” Evaluation of Strategy • All four commercials showcased different features of the car: car-finder, remote-start, pre-collision breaking system, and Hyundai’s “strive for better” philosophy • Three promoted features are often seen in high-end, luxurious cars, with a strong emphasis on safety and family • Hyundai’s adjusting its brand image, with solid strategy to move into higher end of the auto industry ...
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...representing Sports England. The objectives are to be achieved through various strategies depending on each place and the through the market research. The following methods are to be used to develop the above objectives(McLeish, 2011, pg44-65) 1. Event management 2. Opinion pieces 3. Feature articles 4. Journalist briefing 5. Email newsletters 6. Press release 7. Press conference 8. Interviews and editorial contributions Project Deliverables Its mandatory for a company to follow basic rules and techniques of supplier as a way of evaluating better plans for holding an event in a recommended place. The project is to deliver services according to the required specifications in the tender as required by the company(Mcginn, 2008, pp. 110-115). a) Inspired Facilities This involves the availability and the ease of individual as being part of the local community activities and being part of the volunteer groups as a way of improving and developing of clubs, and at the same time modify the non supporting events int o modern sporting facilities(Matthews, 1996, pp. 35-50). b) Iconic Facilities This was developed dependimg on the basis of the London 2012 inspiratioal extract extract as a way of improving the local upcoming teams from the grassroot sports(Masterman, 2004, pp. 45-50). c) d) K e) K f) Hhhbaahdvhd 1. Protecting Playing Field 2. The most common Place people Play Olympic legacy mass are the Sports England’s...
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