3. AGENDA
SPORT AND ECONOMIC
HOW IT WORK ?
WHAT IS SPORT MKT ?
SPORT INDUSTRIAL IN THAILAND
GOVERNMENT SPORT POLICY
SPORT TOURISM
SPORT CITY HOW AND WHAT’S
NEXT ?
14. In 2018, the global sports market
was valued at approximately 471
billion U.S. dollars. In contrast, the
market was valued at 324 billion
U.S. dollars in 2011. The United
States held a 32.5 percent share
of the global sports market in
2018.
15.
16.
17.
18.
19. Sponsors of the 2020 Summer
Olympics
Worldwide Olympic Partners
Airbnb
•Alibaba Group
•Atos
•Bridgestone
•The Coca-Cola Company
•Dow Inc.
•General Electric
•Intel
•Omega SA
•Panasonic
•Procter & Gamble
•Samsung Electronics
•Toyota
•Visa Inc.
24. • Team Brands (Values in millions)
• 1. Dallas Cowboys, $1,039
• 2. New York Yankees, $815
• 3. Real Madrid, $725
• 4. Los Angeles Lakers, $674
• 5. Golden State Warriors, $606
• 6. New York Knicks, $563
• 7. Los Angeles Dodgers, $554
• 8. Boston Red Sox, $532
• 9. Chicago Cubs, $518
• 10 (t). New England Patriots, $465
• 10 (t). Barcelona, $465
25. 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 ค่าตั๋ว
• BROADCASTING RIGHT ลิขสิทธิ์ถ่ายทอด
• SPONSORSHIP สปอนเซอร์
• COMERCIAL ACTIVITY ค่าโฆษณา และ กิจกรรมต่างๆ
UNIT : MIL POUND / MIL BAHT
29. GDP PER CAPITA
USA 49,965 54,629
UK 36,901 46,332
JAPAN 35,178 36,194
KOREA 30,597 32,970
THAI 5,430 5,977
UNIT : USD
SOURCE :WORLD BANK 2012 / WIGI 2015
30. 13/11/63 ดร.พงษ์ศักดิ์ สวัสดิเกียรติ 30
• WORLD SPORT AND ENTERTAINMENT
1 MIL.MIL.USD
• USA 0.414 MIL.MIL.USD (41.4%)
CONTINUOUS GROWTH
• 25% of WORLD GDP
• 4.5% OF WORLD POPULATION
31. 13/11/63 ดร.พงษ์ศักดิ์ สวัสดิเกียรติ 31
• WORLD SPORT AND ENTERTAINMENT
1 MIL.MIL.USD
• THAI 1,167 MIL.USD (35,000 MIL.THB)
= 0.1167%
• THAI GPD 0.45% of the world
– 4,500 mil.usd 3.85 times
• THAI POPULATION 1.% of the world
– 10,000 mil usd 8.57 times
•
52. We’ve recognized for several years that sport is part of
entertainment. The market now is really sports, fashion and
music. We can’t expect to ignore reality and survive.
- Reebok president Robert Meers
SPORTS IS CHANGING
53.
54.
55. sports marketing different from traditional marketing
By understanding the differences we can understand the effectiveness of sports marketing principles.
56. FANS VS. CUSTOMERS
What are some things you have seen fans do at a game that customers at a grocery store never do for
a favorite brand?
Customer Fan Fanatic
One that buys goods or An ardent devotee; A person marked or motivated
services. by an extreme, unreasoningAn enthusiast
enthusiasm, as for a cause
57. Value of Sports Event, Product, or Service for the Fan
Fans can pay any premium over
the cost of product to avail the
services and product.
Price of Sports Event, Product, or Service
Cost of Sports Event, Product, or Service Provision
*Availability of Sports Event, Product, or Service Provision
FANS PRICING
60. 60
The management process which
identifies, anticipates, and supplies
customer requirements efficiently
and profitably
Or…
Marketing is the art of making
someone want something you
have
61. The American Marketing Association:
“Marketing is an organizational function
and a set of processes for creating,
communicating, and delivering value to
customers and for managing customer
relationships in ways that benefit the
organization and its stakeholders”.
62.
63.
64. 64
Sport Industry
“The sport industry is the market in which
the products offered to its buyers are sport,
fitness, recreation, or leisure related and
may be activities, goods, services, people,
places, or ideas.”
by Prof. Dr. Brenda G. Pitts, Louisville University (1988)
65. 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
66. • Sports Training
– Fitness and Health Services
– Sports Camps and Instruction
• Sports Information
– Newspapers, Internet, Magazines, Radio, etc.
• Sport as Marketing tool
– Newspapers, Internet, Magazines, Radio, etc.
67.
68. WHY WE BUY ?
VALUE ******** COST
VALUE IS ????
$1.9 Million