this is about the sports mang\\

1. Sports Management
Cavite State University
– Carmona Campus

2. OUTLINE
• Definition
• Difference between sports marketing
and traditional goods and services
marketing
• Benefits of sports marketing
• Sectors of sports marketing
• The marketing of sports team and
events
• The marketing of products through sport
• Sports sponsorship
• Major elements of sports marketing

3. Rights Holders
• It include entities such as; the
International Olympic Committee,
NFL, NCAA, Major League Baseball,
National Basketball Association,
United States Olympic Committee
and others.

4. Broadcasters
• Package and promote the events to a
television audience and they count
on advertisers to pay fees for
commercial time when the broadcast
is aired. Profit on these broadcasts is
usually substantial, thus justifying the
fees paid by the networks.

5. Facilities/Venues
• required to stage the events and the host
team or facility also needs to make a
profit. This model is particularly evident
in professional sports where the local
team sells in stadium advertising and
tickets and, on occasion, local broadcast
rights, thus providing additional revenue
to the host team or facility or owner.

6. Promoters
• Frequently create their own events.
Don King has been the consummate
sports promoter by packaging
professional boxing events in large
venues and negotiating television
rights and signing the athletes to fight
for a large prize purse.

7. Buyers/Sponsors
• Pay enormous amounts of money to
advertise their messages on the air,
in stadiums/venues, on radio and in
hospitality at the various events. The
Olympics and NASCAR have been
particularly successful as corporate
entertainment venues.

8. Agents/Athletes
• Perform their artful craft in return for
large salaries. Of course, these
enormous salaries would not be
possible if not for the tremendous
amounts of money paid by the
television networks.

9. Event Management/Operations
• Finally, none of the events can be
staged without facilities.
Management and operations of the
sports venues is a business in itself.
The sale of tickets, licensed
merchandise, food and beverage and
other operational tasks, generate
revenue and create a sense of
excitement around the events.

11. Group 1:
• Jaymee Loyola
• Veronica Legacion
• Grace Ruth Villas
• Lady Lyn Giray
• Joan Lozana
• Maryel Mendoza
• Erah Almajo
• Rosie Gabis

13. Definition
• Focuses both on the
promotion of sports events
and team as well the
promotion of product and
services.

14. Definition
• Sport marketing takes
advantage of the athletes
tends to be brand loyal and
the fans tends to loyal to their
athletes and teams.

15. Definition
• Sport marketing is simply any
sales or publicity-related
activity associated with an
organized sporting event, its
personality, or the celebrity
lifestyle.

16. Definition
• Sport marketing is a subdivision
of marketing which focuses
both on the promotion of sports
events and teams as well as
the promotion of other products
and services through sporting
events and sports teams.

17. Definition
• The goal is to provide the client
with strategies to promote the
sport or to promote something
other than sport through sports.

18. Definition
• Sports Marketing Mix
• Planning
• Packaging
• Positioning
• Perception

19. Difference between Sports Marketing and
Traditional Goods/ Services Marketing
Sports Marketing
• It is building a highly identified,
passionate fan base such that fans,
sponsors, media and government pay
to promote and support the
organization for the benefits of social
exchange and personal, group and
community identity within a
cooperative competitive environment.

20. Difference between Sports Marketing and
Traditional Goods/ Services Marketing

21. Difference between Sports Marketing and
Traditional Goods/ Services Marketing
Traditional Marketing
• Common marketing method.
• Principles of Four Ps’
• Require a substantial time and budge
to get the desired result.
• Requires constant advertising for
months and it also requires a high
budget, depending on the type of
media the marketer is using.

22. Difference between Sports Marketing and
Traditional Goods/ Services Marketing

23. Difference between Sports Marketing and
Traditional Goods/ Services Marketing
Dimension Goods/services Sports & Entertainment
1.Purchasers • Customers • Fanatics
2. Adoption • Loyalty—repeat • Psychological ident
purchasers of the ification with
same brand (viz., individuals and
lack of switching teams that goes
behavior) beyond mere
loyalty
3. Promotion & • Owner pays • Fans, sponsors,
Media media for and media pay to
promotion promote
team/event

24. Difference between Sports Marketing and
Traditional Goods/ Services Marketing
Dimension Goods/services Sports & Entertainment
4.Distribution • Static; More site- • Mobile; more
Channel limited flexible
5.Product • Adapted • Global
6. Price • Customer pays a • Two part: Fans
given price for frequently pay for
good/service the right to pay for
ticket

25. Difference between Sports Marketing and
Traditional Goods/ Services Marketing
Dimension Goods/services Sports & Entertainment
7. Facilities • Corporate owner • Government
buys/builds own (taxpayer) typically
facilities pays for facilities
8.Competition • Individual • Cooperative
branding in contractual
competitive relationships as
markets monopoly power &
anti-trust
exemption.

26. Difference between Sports Marketing and
Traditional Goods/ Services Marketing
Dimension Goods/services Sports & Entertainment
9. Exchange • Principally • Principally social
economic exchange
exchange
10.Employees • Contractual • Contractual power
power favors favors employees
owners (players)

27. Benefits of Sports Marketing
• It impulses membership, sales
and recognition
• Help to understand the customer
and the marketplace
• Help increase the company’s
club’s or association performance

28. Benefits of Sports Marketing
• Describes the marketing of
products that are not sport-related
through associations with sports
• It refers to the marketing of sports
leagues and teams
• It can create fan loyalty for
organizations that use it effectively

29. Sectors of Sports Marketing
• Sports marketing is divided into
three sectors
• Advertising of Sport
• Use in of individual athletes
• Sports to the public

30. Sectors of Sports Marketing
• Marketing Strategy
• Marketing of Sports
• Marketing Through Sports
• Grassroots Sports Marketing

31. Sectors of Sports Marketing
• Grassroots Sports Marketing
• It is part of the field of marketing
known as social marketing.
• This refers to marketing
something that is of benefit to the
public, and is normally done by
government or charities rather
than private sector organizations.

32. The Marketing of Sports
Team and Events
Definition:
• Marketing strategy which is designed
or developed a “live” activity, which
has specific theme.
• Mostly, this kind of strategy is used
as a way to promote, display, or
exhibit different things, such as
sports teams, a sport association,
among others.

33. The Marketing of Sports
Team and Events
Events that exemplify this concept:
•Super Bowl
•Olympic Games
•UEFA Champions League
•FIFA World Cup

34. The Marketing of Sports
Team and Events
Sports Marketing Agencies:
• Specialty firms that service the
promotional and sponsorship needs
of sporting events, teams and
individual athletes.

35. The Marketing of Sports
Team and Events
Sport Marketing Professionals:
• Internal marketers that are
responsible for promoting the team
or event for which they work.
• Secure radio and newspaper spots
to advertise upcoming games or
device special offers and product
giveaways to encourage attendance.

36. The Marketing of Sports
Team and Events
Ways to market a professional
sports team:
• Websites
• Email Campaigns for ticket
• Video Interviews
• Jersey or team merchandise
giveaways

37. The Marketing of Sports
Team and Events
Ways to market a professional
sports team:
7. Public speaking engagements for
star players
8. Community outreach
9. Selling merchandise

38. The Marketing of Sports
Team and Events
BRANDSTAND
• A patented interactive street legal
towable vehicle that is used in
industries including event marketing,
experiential marketing, sports
marketing, mobile marketing, and
more.

39. The Marketing of Sports
Team and Events
BRANDSTAND
• For sports teams and events,
Brandstand gives teams the ability
to maximize revenue opportunities
before, during and after games
thru:

40. The Marketing of Sports
Team and Events
Premium Sponsorship and
Signage Opportunity
►With the use of Rapid Panel
System, it makes initial
configuration and branding
effortless

41. The Marketing of Sports
Team and Events
Premium Sponsorship and
Signage Opportunity

42. The Marketing of Sports
Team and Events
Fan Development and Fan
Assistance
►Using touch screen
interfaces in every kiosk for
data collection.

43. The Marketing of Sports
Team and Events
Fan Development and Fan
Assistance

44. The Marketing of Sports
Team and Events
Off Premises Event Marketing
►Can be easily towed with an
SUV to different areas where
teams engage fans.

45. The Marketing of Sports
Team and Events
Off Premises Event Marketing

46. The Marketing of Sports
Team and Events
Portable Hospitability Solution
►Designed to increase food
and beverage sales at
numerous sports functions.

47. The Marketing of Sports
Team and Events
Portable Hospitability Solution

48. The Marketing of Products
Through Sports
• Concept that has been used since
1980s.
• It is a marketing strategy that can be
used in sports in two different ways.
• The use of marketing and promotion
can be carried out through the sport
or through the sports club:

49. The Marketing of Products
Through Sports
• In the first case, the use of marketing
is under responsibility of the different
sporting associations.
• In the second case, the responsibility
falls on the different sports clubs.

50. The Marketing of Products
Through Sports
Endorsement
• Marketing and promotion through the
sport and through the club involve
sponsorship, corporate events and b
oxes, licensed merchandise, names
and images.

51. The Marketing of Products
Through Sports
“Sport is the only entertainment
where, no matter how many tim
es you go back, you never kno
w the ending.”

52. The Marketing of Products
Through Sports
• This singular fact is used by
marketing companies as an advanta
ge.
• It will perceived the advertisements
again and again.

53. The Marketing of Products
Through Sports
• Marketing of sports reflects different
than in other usual areas or common
industries
• Operate on this field is a wide
opportunities and diversities for the d
ifferent companies.

54. The Marketing of Products
Through Sports
Examples of marketing of
products through sport
• Sponsorship of teams
• TV advertising during broadcast
sports events

55. Sports Sponsorship
• It is a business relationship
between a provider of funds,
resources or services and
individual, event or organization
which offer in return some rights
and association that may be used
for commercial advantages.

56. Sports Sponsorship
The Role of Advanced Research
in Sponsorship Acquisition
• Starts with the internal evaluation of
the strengths and weaknesses of the
sport organization.

57. Sports Sponsorship
Consumer Demographic Psychographics

58. Sports Sponsorship
Geographic The success and failure
of the organization

59. Sports Sponsorship
Growth and decline Participation or
popularity attendance

60. Sports Sponsorship
Current and past Relevant public
sponsor relation

61. Sports Sponsorship
Media relation Community

62. Sports Sponsorship
Two major stages in research
process:
1. Prospecting for sponsor

63. Sports Sponsorship
Two major stages in research
process:
2. Determining the needs of sponsorship

64. Sports Sponsorship
Developing sponsorship proposal
• Four main features that should be
considered as a framework for the
agreement:
1. Goals and objectives
2. Characteristic of the sport
organization

65. Sports Sponsorship
Developing sponsorship proposal
• Four main features that should be
considered as a framework for the
agreement:
3. Compatibility between the potential
sponsor and the sport organization
4. Maximizing exposure for the potential
sponsor

66. Sports Sponsorship
Exposure
• Maximize exposure for the proposal
Types of Exposure
• Media Coverage
• Broadcasting

67. Sports Sponsorship
Selling Sponsorship Opportunities
• Five Stages
• Prospecting for customer
• Determining communication method
• Making contract and pitch
• Closing the Scale
• Servicing after selling

68. Major Elements of Sports
Marketing
Sports Marketing uses marketing
elements to meet the goals of a
sports property:
•Product Strategies
•Service Strategies
•Pricing Strategies
•Promotion Strategies
•Distribution Strategies

69. Major Elements of Sports
Management
The business of sports (or sports
marketing) is made up of distinct
segments.