2. Theory of Sport Marketing
Where does Sport
Marketing come
from???
22
3. Theory of Sport Marketing
Where does Sport Marketing come
from???
First –
A need for highly specialized professionals
working in the sport business industry.
Second --
It’s a content area of the Sport Business
Management field of study.
33
4. What is Sport Management
Sport Business Management –
is the study and practice of all people, activities,
businesses, or organizations involved in
producing, facilitating, promoting, or
organizing any sport-related business or
product.
(also known as Sport Management, and Sport Administration)
Sport Business Management –
is the study and practice of all people, activities,
businesses, or organizations involved in
producing, facilitating, promoting, or
organizing any sport-related business or
product.
(also known as Sport Management, and Sport Administration)
44
5. What is “Marketing?”
The word “marketing” comes from the
word “market” which means “a group of
buyers and sellers (usually producers and
consumers) bargaining over the terms of
exchange for goods and/or services.”
Marketing is the study of people and what
they buy, how much they will pay, where
they want to purchase a product, and how
they are affected by promotional tactics
and messages. 55
6. Sport Marketing Defined
“Sport Marketing is the process of
designing and implementing
activities for the production, pricing,
promotion, and distribution of a sport
product to satisfy the needs or
desires of consumers and to achieve
the company’s objectives.”
(Pitts, B.G. & Stotlar, D.K. 2007. Fundamentals of Sport Marketing. F.I.T.
Publishers.)
66
7. The fundamentals of sport marketing are
based on the foundational theory and
research of several fields, along with the
knowledge of sport marketing professionals
in the industry.
The fundamentals of sport marketing are
based on the foundational theory and
research of several fields, along with the
knowledge of sport marketing professionals
in the industry.
“Fundamentals” is information and
knowledge about something. Where
does that information and knowledge
come from??
“Fundamentals” is information and
knowledge about something. Where
does that information and knowledge
come from??
77
8. Information and knowledge comes from
existing information and knowledge; or from
research that results in new information or
knowledge.
THEORY – a system of assumptions, accepted principles, and
rules of procedure devised to analyze, predict, or explain a
set of phenomena.
RESEARCH – a systematic and organized investigation.
USED TO:
► add to one’s knowledge
► add to a body of knowledge
► find a solution to a problem
► to discover answers to specific questions
88
10. Some segments of the sport business industry
Participation Sports
Spectatorial Sports Events
Sporting Goods
Sports Media – Print
Sports Media – Broadcast
Sports Media – Electronic
Sponsorship
Athlete Management
Sports Tourism and Travel: for
participation or spectatorial
Facility and Venue Design
and Construction
Licensing and Merchandising
Sport Marketing Research
Web Sport Business
Sport Law Firms
Sport Event Management
Sports Medicine
Sports Governing
Organizations
Advertising
Endorsement Management
1010
12. Examples of areas of study in sport business
management (Table 3.2)
Sponsorship analysis
Spectatorial sport
Sporting goods
Licensing and merchandising
Consumer market identification and analysis
Web sport business
Sport law
Sport event management
Economic impact
Sports tourism impact
Sporting goods consumption
Commercialization
Trends
Financial analysis
1212
13. Here we go.....
THIS is Sport Marketing!
next slide... >>>
Ssoooooooo.... How do you DO sport marketing??
1313
14. 1414
Company
Research & Information Collection
Company Mission & Goals
Consumer Competitor Climate
Segmentation
Target Market Decisions
Sport Marketing Mix Decisions & Strategies
Marketing Management Strategies
Implementation –
Management – Evaluation – Adjustment
The Sport Marketing Management Model
PriceProduct Place Promotion
Figure 3.3 The Sport Marketing Management Model
15. 1515
Company
Research & Information Collection
Company Mission & Goals
Consumer Competitor Climate
Segmentation
Target Market Decisions
Sport Marketing Mix Decisions & Strategies
Marketing Management Strategies
Implementation –
Management – Evaluation – Adjustment
The Sport Marketing Management Model
PriceProduct Place Promotion
Figure 3.3 The Sport Marketing Management Model
The Marketing
Mix decisions
are made based
on information.
That
informationcomes fromResearch.
17. The consumer and its factors that affect sport
marketing strategies
ConsumerConsumer
BehavioralisticBehavioralistic
GeographyGeography
PsychographicsPsychographics
DemographicsDemographics
Source: Pitts & Stotlar, 2007
Product Use &
Function
Product Use &
Function
18. The competitor and its factors that affect sport
marketing strategies
COMPETITORCOMPETITOR
strengthsstrengthspositionposition
trendstrendsindustryindustry
market sharemarket share
product/price/place/promotionproduct/price/place/promotion
1818
19. The company and its factors that affect sport
marketing strategies
COMPANYCOMPANY
strengths
weaknesses
strengths
weaknessespositioningpositioning
financefinancemissionmission
market sharemarket share
Marketing mix strategiesMarketing mix strategies
1919
20. The climate and its factors that affect sport
marketing strategies
CLIMATECLIMATE
industryindustry
educationeducation economiceconomic
politicalpolitical legallegal
socialsocialmediamedia
communitycommunitytechnologytechnology
2020
communitycommunity
21. The 4 C’s
of Sport
Marketing:
What the sport
business needs
to study
Consumer: demographics
psychographics
geography & geodemographics
purchase behavior
product use
behavioralistic
Company: mission & objectives
brand strength
market share
financial resources
human resources
competitive advantage
marketing mix strategies
Competitor: the industry and marketplace
competitors data
brand strength
market share
trends
financial strength
positioning
competitive advantage
Climate: economic
legal
social and cultural
political
ethical
technological
education
community
Source: Pitts & Stotlar, 2007 2121
22. 2222
Company
Research & Information Collection
Company Mission & Goals
Consumer Competitor Climate
Segmentation
Target Market Decisions
Sport Marketing Mix Decisions & Strategies
Marketing Management Strategies
Implementation –
Management – Evaluation – Adjustment
The Sport Marketing Management Model
PriceProduct Place Promotion
Figure 3.3 The Sport Marketing Management Model
24. The Marketing Mix: The Four
P’s
Marketing MixMarketing Mix
PromotionPromotionPlacePlace
PricePriceProductProduct
What you
have created
for the
consumer.
Exchange
agreement
with the
consumer.
Getting the
product to the
consumer.
Communication
to/with the
consumer.
2424
25. 2525
Company
Research & Information Collection
Company Mission & Goals
Consumer Competitor Climate
Segmentation
Target Market Decisions
Sport Marketing Mix Decisions & Strategies
Marketing Management Strategies
Implementation –
Management – Evaluation – Adjustment
The Sport Marketing Management Model
PriceProduct Place Promotion
Figure 3.3 The Sport Marketing Management Model
26. 2626
Company
Research & Information Collection
Company Mission & Goals
Consumer Competitor Climate
Segmentation
Target Market Decisions
Sport Marketing Mix Decisions & Strategies
Marketing Management Strategies
Implementation –
Management – Evaluation – Adjustment
The Sport Marketing Management Model
PriceProduct Place Promotion
Figure 3.3 The Sport Marketing Management Model
