3. FORBES TOP SPORT BRAND
• Businesses
• 1. Nike ($15.9 billion)
• 2. ESPN ($11.5 billion)
• 3. Adidas ($6.8 billion)
• Events
• 1. Super Bowl ($470 million)
• 2. Summer Olympic Games ($348 million)
• 3. FIFA World Cup ($147 million)
• Athletes
• 1. Tiger Woods ($38 million)
• 2. Roger Federer ($29 million)
• T3. Phil Mickelson ($26 million)
• Teams
• 1. New York Yankees ($363 million)
• 2. Manchester United ($293 million)
• 3. Real Madrid ($255 million)
4. TOTAL REVENUE
• PREMIER LEAGUE 2,700 135,000
• BUNDESLIGA 1,400 70,000
• LALIGA 1,350 67,500
• CALCO SERIE A 1,200 60,000
• MATCH REVENUE คาตั๋ว
• BROADCASTING RIGHT ลิขสิทธิ์ถายทอด
• SPONSORSHIP สปอนเซอร
• COMERCIAL ACTIVITY คาโฆษณา และ กิจกรรมตางๆ
UNIT : MIL POUND / MIL BAHT
9. Purchasers Adoption Media Distribution Product Pricing Facilities Competition Exchange Employees
Owner buys Individual Contractual
existing or branding in power
Customers Loyalty Owner pays Static Adapted Single price economic
builds own competitive favors
facilities markets owners
Fan pays Government Contractual
Fans,
extra for (taxpayers) Monopoly power
Fans Recognition Sponsors, & Dynamic Global social
right to buy pay for power favors
Media pay
tickets facilities players
MARKET INFLUENCERS ‐ A PARADIGM SHIFT
17. • EVENT / COMPETITION
• EQUIPMENT & ACCESSORIES
• SPORT SERVICES / INFORMATION
• SPORT AS MARKETING TOOL
18. Types of Sports Products
• Sporting Events
– Player Appearances
– Arenas/Stadia
• Sporting Goods
– $60.2 billion industry comprised of four segments
(equipment, transportation, apparel, and footwear)
– Collectibles and Memorabilia
• Sports Training
– Fitness and Health Services
– Sports Camps and Instruction
• Sports Information
– Newspapers, Internet, Magazines, Radio, etc.
19. • MIT defined sport industry into 5 segments:
• Sport Media ( marketing, broadcasting, journalist & PR )
• Sport team administration ( personnel in high schools, universities,
professional teams )
• Sport-related engineering ( sport goods, electronic games, computer-
assisted training devices )
• Sport medicine ( athletic training, nutrition, psychology, rehabilitation,
orthopedics)
• Others ( sport finance, management, law, statistics, retail)
20. The Structure of the Sports Industry
Consumers
Spectators
Participants
Products
Events
Sporting Good
Personal Training
of Sports
Sports information
Player appearances
Manufactures and Machines
Owners
Sectioning Bodies
Corporations or Business
Agents
Equipment Manufactures
Special Interest Group
Players
Customers
Corporations or Business
Sponsors
Media
21. Consumers
• Spectator: Consumers that derive a benefit
from observing or following an event
• Participant: Consumers that derive a benefit
form physically participating in a organized
or unorganized armature sport at some level
of frequency
22. Customers
• Customers: Corporations, business, and
media (both with and without sponsorship
agreements) that leverage a sports equities
to attract that sports consumer
23. The Product
• A sports product is goods, services, or any
combination of the two that is designed to
provide benefits to sports consumers,
customers, or manufacturers.
– Goods and Services
• Sporting events
• Sporting goods and training
• Sponsorships and Media Deals
• Sports information
• Player appearances, endorsement, etc
– Benefits
• Monetary
• Ability to reach a desired audience
• Entertainment and emotional connections
24. Manufactures and Machines
• The manufacture of the sports product and the
organizations that perform some function in the
marketing of sports products:
– Owners: Big nae (navin)
– Sectioning Bodies: Thai Premier league
– Corporations or Business: Pepsi
– Agents: Mark McCormack (sport agent)
– Equipment Manufactures: Nike
– Special Interest Group: The city of Beijing
– Players:Beckham
34. Growth of the Global Sports Industry
• Sports Equipment:
– 2005 Global Sports Equipment Sales reached $64.2 Billion
• +2.5% vs. 2004
• Estimated to reach $72 Billion by 2010
– The Americas account for 42% of the market
